By Cheryl Metzger Director of Communications - White Horse
The holidays are upon us, and you may be wondering whether or not to add a little holiday flair to your Web site. The answer depends on your brand personality. But it is
always a good idea to have some sort of visual indicator on your site during the holidays to let visitors know you're paying attention. I have always enjoyed the little design
touches that Google adds to observe holidays and events; the illustrations convey a personal, friendly feeling and elicit a feeling of camaraderie. I feel there is really someone
behind that site, working to make using it enjoyable. And since Google provides a service that users are likely to use to search for holiday topics, it makes sense for them.
If your business strategy includes building brand awareness and creating a relationship with your customers, do consider a holiday graphic or message.
Brand communications are all about your audience (our mantra is "user-centered") and who you are to your audience; you need to know whom your site is talking to, and then act
accordingly.
- Sensitive to cultural and religious diversity.
- Consider your brand's personality, your users, and your internal resources.
- Avoid reference to specific holidays unless your religious affiliation is part of your brand identity.
- Rather than acknowledging a "holiday," consider a nod to the season (winter, spring, summer, fall).
- Develop messaging that reinforces your brand attributes (friendly, fun, professional, casual, etc.) and builds a relationship with your customers.
- Consider how your product/service is or isn't relevant to the holidays or season. For example, Kraft Foods could say something such as "Wishing you all the best holiday
treats" or "May your holidays be deliciously merry." - Keep it simple.