We’ve shared some fun articles about the Branding of Santa in past years – something we see quite a bit of during the holidays – but this year, we came across a clever brand refresh that was just too good not to share. Feeling like the jolly man in the red suit has been a bit… well… played out, London-based brand strategy firm, Quietroom, did their best to rewrite the book on Santa – the brand book that is.
Take a look at what they came up with. It certainly gave us a chuckle.
Whether you believe in Santa or not – and whether you buy into his whole naughty or nice routine – you have to admit, the man with the white beard in the red suit from the north pole is a really strong brand. Everyone knows who he is and what he stands for. His values and passions are clear to us. And they are consistent. Santa Claus is about the good in life. He is jolly, generous, hard-working, and giving. But has he been “played out?”
The rolly, polly, jolly Santa we’ve come to know and love has been the “face behind the holidays” since the mid-1800s. Some would argue that the time for a brand refresh is far overdue. Tongue in cheek, Quietroom took *Santa* through the brand refresh journey, which we can attest is no easy feat for any client. But it may be a bit harder for a beloved brand like Santa.
“*Santa* is a Concept, not an idea. It’s an Emotion, not a feeling.”
Santa Brand Book by Quietroom
“…we looked at what *Santa* might be if it weren’t a fat man in a red suit. We projected that if *Santa* were a bird, it would be a stork. If it were a river, it would be a Danube. It it were a biscuit, it would be a Hobnob. If it were a holiday, it would be Easter.”
Santa Brand Book by Quietroom
“A brand is a sack on a sleigh of belief.”
Santa Brand Book by Quietroom
“Santa’s key competitors based on the fatiness/beardiness spectrum.”
Santa Brand Book by Quietroom
Fun aside, this mock brand book is a good example of when a brand refresh is not a good idea.
Yes, times change and it’s important that a brand stays relevant, but once established, brands should only be tweaked slightly to maintain relevance. The basic characteristics and message behind a brand shouldn’t change. Brands are built through consistency. Your customers can’t connect with your brand if it’s always changing. The message of who you are and what you stand for gets lost and a brand that’s always changing will never earn a customer’s trust.
There’s a reason Santa has been used in marketing campaigns and advertisements since the early 1900’s. Santa sells the season (and the emotional feeling and nostalgia behind it) better than anyone. But give Santa a new brand mission – or a different holiday to represent – and the message behind Santa would become diluted and disingenuous.
Brands are built on consistency (and they aren’t built overnight). Through years of consistent messaging, customers start to connect with brands and build relationships with them. We caution against changing your brand look or messaging just for the sake of changing. Santa may not be the world’s flashiest brand but he is one of the strongest.
So, as you build and nurture your brand, maybe you should take some tips from the man in the red suit. Stand out. Be consistent. Create an emotional connection. Remain visible to your target audience. And if you can have a jolly, ho-ho-ho attitude along the way, all the better!
Here’s wishing you a Merry Christmas and Happy Holidays!
~ Team insight180
