How to Share Your Brand Story During the Holidays
The holiday season is one of the busiest times of the year for marketing. With every brand pushing holiday promotions, it’s easy for small businesses to feel the pressure to compete. But the truth is, the content that stands out isn’t flashy. It’s real, human, and rooted in your brand.
These tips will help you share your brand story in a way that feels meaningful, consistent, and connected to your audience during the holidays.
1. Lead With Your “Why,” Not Just Holiday Cheer
Holiday campaigns often center on discounts or products, but audiences are looking for more than another sale. They’re looking for connection. Start by aligning your holiday messaging with the purpose behind your business.
Example: “We believe every home should feel warm this season. That’s why we…”
Leading with your ‘why’ turns holiday content into a reflection of your brand’s identity and values, not just seasonal messaging.
2. Reflect on the Year Through Your Brand Lens
The holiday season often invites us to pause and reflect. Take this opportunity to revisit your brand’s core messaging and showcase the impact you’ve made this year.
Example: “This year, 120 families trusted us to design spaces that reflect their stories, and bringing that vision to life is what drives us.”
This kind of storytelling shifts your message from transactional to relational, reminding your audience that they’re part of your journey.
3. Create Emotionally Consistent Content
Festive visuals are great, but seasonal aesthetic changes shouldn’t overshadow the unique voice that defines your brand.
Whether your brand is warm and conversational, refined and elevated, or bold and energetic, let that personality guide your holiday messaging. Seasonal content should enhance your brand voice, not replace it.
4. Share “Behind the Scenes” Stories
One easy way to make your brand feel more human during the holidays is to give a behind-the-scenes look. Show your audience how you celebrate, create, give back, or prep for the new year.
A few examples:
• A restaurant highlighting how they source local ingredients for a special holiday menu.
• A founder sharing a moment of gratitude with their team.
• An artist showing the process of creating a limited holiday item.
These inside looks help to build connection and reinforce authenticity.
5. Center Campaigns Around Shared Values
The most effective holiday stories connect with the values your audience cares about, not just your products or services.
Example: “As part of our ‘Season of Giving’ program, we donate 10% of every booking this month to a local shelter, reflecting our commitment to supporting those in need.”
By highlighting universal themes like community, generosity, and sustainability, your brand comes across as thoughtful and purpose-driven.
6. Use Your Holiday Messaging to Bridge Into the New Year
Your holiday story shouldn’t end in December. Let this season guide your audience toward what’s ahead for your brand.
Example: “We’ll bring the holiday spirit of creativity and connection into our work in 2026.”
This gives your audience a sense of continuity and keeps the relationship moving forward.
7. Revisit Your Brand Promise in Every Touchpoint
From email subject lines to thank-you cards, every interaction is a chance to reinforce who you are.
Ask yourself: Does this remind my audience of what we stand for?
Holiday storytelling isn’t about adding extra fluff. It’s about reflecting your brand’s core values into every detail so that your presence feels intentional, warm, and unmistakably you.
The Power of Storytelling
The holidays are a powerful time to strengthen relationships, share your purpose, and remind your audience why your brand matters. When your message stays true to your voice and values, your seasonal content becomes something people connect with rather than just scroll past.
If you want support shaping your holiday story or creating a campaign that resonates, Lawson House can help you bring it to life. Schedule a consultation today to start planning your seasonal messaging.
