Santa’s back in town! I saw it for myself — several sightings on the retail front.
We can learn a lot from Santa when it comes to branding. He does a pretty darn good job when it comes to effectively delivering his brand promise.
Think about it . . .
- CREATES RELATIONSHIPS: Santa builds positive relationships across the globe; he attracts throngs of people who are willing to stand in line to meet and talk with him — if only for a few minutes.
- SERVES HIS COMMUNITY: Santa serves his “tribe” by offering a service unlike any other. He’s definitely not “in it” for the money, but more for the outcome — the feeling his followers receive when they interact with him. He has definitely earned the love and respect of customers AND his staff.
- BELIEVES IN HIS BUSINESS: Not only does Santa BELIEVE in his mission, but so do his followers. It’s all about offering a product or service which makes people happy — we are ALL attracted to people and things that make us happy. Santa consistently fulfills his positioning statement of Bringing Joy to the World.
- PLANS FOR SUCCESS: Nothing stops Santa — just remember Rudolph and the fog. Santa finds solutions. He’s a “can-do” kind of guy. The kind of guy you want at the reins of your business.
- BUILDS TRUST: Santa instills “trust” and “warm cozy feelings”. If you can’t trust Santa who can you trust? You’ve been telling him your heartfelt wishes since you were a kid. Santa listens and follows through on his commitments. He doesn’t over-promise, and always has a back-up option — just in case (toy recall).
- CROSS PROMOTES: Santa is everywhere. He graciously offers his positive brand to movies, car dealer ads, non-profit causes and more — all in the hopes of spreading goodwill and good cheer across the globe.
- STAYS FOCUSED: You don’t see Santa expanding his line of offerings beyond the aspect of “giving”. The downfall of such was creatively portrayed by Martin Short’s Jack Frost and Tim Allen’s Santa, in the “Santa Clause 3” movie, showing the negative impact of wandering off-target. Ultimately, “good” overcomes “evil” and the movie ends with the North Pole back to “normal” — back on target.
- SUSTAINS HIS IMAGE: Santa creates a positive response in the marketplace and emotes a distinct visual image which immediately comes to mind when his name is mentioned. Even with 100’s (if not 1000’s) of Santa likenesses seen around the world, we all have our favorite that comes to mind — white beard, red suit, and a wink of the eye.
- ADAPTS EASILY: It’s not everyone that can morph their body PLUS a 100-pound bag of toys small enough to fit down a chimney (and in some cultures through a keyhole). Knowing when and how to adapt to your customer’s needs — and a willingness to do so — always give you an edge with the competition.
- RISES ABOVE: Santa is basically one-of-a-kind, so rising above your competition is a piece of cake (or cookies and milk). Taking flight is easy when you keep your magic-sparkle flying dust handy. Markets change as often as the weather . . . being able to fly above a snowstorm or around lightning strikes allows Santa to deliver a solid brand — on time, on target and on budget.
How are you delivering YOUR brand?