From a young age we grow up immersed at Christmas in a fairy tale world of elves, reindeers and sleighs, and the ubiquitous image of a man in a red suit squeezing himself down our chimneys. As adults we still get excited about the magic of Christmas, the hope it brings and the joy of being a part of something magical.
We all know who Santa Claus is, where he spends his days and his army of little helpers but just what is it about this jolly old fellow that has got him so famous? Why or how is he known worldwide?
Branding
has a lot to do with it! So, sit tight, grab a cup of tea (and a mince pie) and marvel at just how Santa became the icon that he is today…
What is a brand?
To understand how Santa Claus became so well known, we first must understand what a brand actually is.
There are many definitions, but essentially, a brand is a product or a service that takes on an identity by itself. Santa Claus as a brand exists because of his story, the associations we have with him growing up and into adulthood and the continuous narrative that evolves every single year as we store and bank more memories that are tied in with this wonderful Christmas icon.
It is the personality of Santa Claus and all he stands for which is his brand and such a successful brand it is that it transcends across the world, cultures, and demographics.
When we think of Santa Claus, we know immediately who he is, and we know what his values are. We know when to expect him and what he will or won’t deliver (depending on if we’ve been naughty or nice).
So, just what is it that makes Santa Claus the brand so successful?
Identity
It may have been Coca-Cola that transformed Santa into the vision that we see today but nevertheless, our loveable Santa Claus is instantly recognisable.
That warm shade of red is his signature colour and is mirrored (throughout his
brand) in his Santa suit, his sleigh, and those rosy red cheeks. His clothes are always the same and just one glimpse of his Santa hat alone and you know who you’re dealing with.
“Santa” is known worldwide, it’s short, punchy and familiar. His deep, belly laugh when written into words… “Ho, Ho, Ho” could even be classed as his tagline.
His identity and personality shine through of a jolly, happy, warm and generous soul with a wonderful story to tell of living in the North Pole.
Mission
We know, understand, and appreciate what the mission
of Santa Claus is. He is tirelessly dedicated to delivering presents and spreading joy around the world. Wanting to make the world a better place, Santa Claus represents goodwill, generosity, and the spirit of giving.
We know and hold dear everything he stands for and we most importantly choose and want to get behind and support him.
Values
‘He’s making a list and checking it twice; gonna find out who’s naughty and nice. Santa Claus is coming to town.’
We all know the song and we all know that long list he has and the hope that we’ve made it onto the nice list. At his very core, we know what Santa Claus’ values are and because of that we know exactly what to expect. His principles and what he values
are clear, precise and strong and stand at the very core of his brand.
You’ll often find that a brand which establishes strong, positive values creates an equally as strong customer loyalty by attracting and keeping the right type of consumer for their product or service.
Consistent
Above all, Santa Claus is consistent, we always know what we’re getting, and he never lets us down.
Come rain or shine, he always delivers and is the epitome of reliability. His consistency creates confidence in him as a brand and most importantly we trust him with our hopes, dreams and wishes. We rarely see him in person and at most it’s once a year, but we know that when we do, we can count on him.
A brand is a promise and as such should be dependable. Consumers expect to get the same service provided every single time and Santa Claus…well, he never lets us down.
Association
One of the reasons Santa Claus is so successful is down to the emotional connections that have been built and the positive feelings we associate with him. His brand is tangible and evokes such a positive and warm feeling in his audience.
Most importantly, the brand grows and becomes more deeply engrained over time. The associations increase and evolve as new memories are made, generations are born, and traditions are followed.
Santa Claus is not just seen as a brand but is fully engrained into family life, cultures and generations. A brand that is known globally and is quite simply one of the greatest brands of all time.
“Ho, ho, ho, and Merry Christmas!”
As 2020 comes to a close, with all its up and downs, we hope it’s been one you can take some positives away from. The team at LCM would like to wish all of our clients, partners and suppliers a wonderful festive season, and a peaceful and prosperous New Year.
If you are currently making your marketing
plans for 2021, then please do get in touch to see how we can help, from a business rebrand for the New Year, to a new website, we can help with all of your marketing needs.
But for now, enjoy the festive season, take time out to relax and enjoy yourselves, and cherish your family and friends.
