How can you use seasonal storytelling to build brand loyalty?

1 Why seasonal storytelling works

Seasonal storytelling works because it taps into the human need for belonging, meaning, and emotion. People are naturally drawn to stories that reflect their values, interests, and experiences, and that resonate with their current mood and context. Seasonal storytelling also helps you create a consistent and memorable brand identity, as you can showcase your brand voice, values, and vision through different themes and angles. By telling seasonal stories, you can also demonstrate your relevance, authenticity, and empathy, as you can show that you understand your audience's needs, challenges, and aspirations, and that you care about them.

2 How to plan your seasonal storytelling strategy

To plan your seasonal storytelling strategy, you need to do some research and brainstorming. First, you need to identify your target audience, their pain points, goals, and preferences, and how they relate to your brand and product. Second, you need to map out the seasonal calendar, and choose the seasons, holidays, and events that are relevant to your audience and your brand. Third, you need to craft your seasonal stories, and decide on the tone, message, format, and channel for each one. You can use different types of stories, such as inspirational, educational, entertaining, or emotional, depending on your objectives and audience.

3 How to tell seasonal stories that build loyalty

To tell seasonal stories that build loyalty, you need to follow some best practices. First, you need to align your seasonal stories with your brand purpose, values, and personality, and make sure they are consistent and coherent across all touchpoints. Second, you need to focus on your audience, and create stories that are relevant, engaging, and valuable to them, and that address their needs, desires, and emotions. Third, you need to be authentic, and avoid being too salesy, generic, or insensitive. Fourth, you need to be creative, and use different formats, mediums, and techniques to tell your seasonal stories, such as videos, podcasts, blogs, social media posts, emails, or webinars.

4 Examples of seasonal storytelling that build loyalty

To inspire you, here are some examples of seasonal storytelling that build loyalty. One example is Starbucks, which uses seasonal storytelling to create a sense of community, tradition, and joy among its customers. Every year, Starbucks launches its holiday cups, drinks, and merchandise, and invites its customers to share their stories and photos using the hashtag #RedCupContest. Another example is REI, which uses seasonal storytelling to promote its brand mission, values, and vision. In 2015, REI launched its #OptOutside campaign, which encouraged its customers to skip Black Friday and spend time outdoors instead. The campaign was a huge success, and generated a lot of positive feedback, media coverage, and social media engagement.

5 Tips to improve your seasonal storytelling skills

To improve your seasonal storytelling skills, you can follow some tips. One tip is to do your homework, and research your audience, your competitors, and the trends and insights related to the seasons, holidays, and events. Another tip is to test and measure your seasonal stories, and use data and feedback to optimize your strategy and performance. A third tip is to collaborate and learn from others, and seek inspiration and guidance from experts, peers, and mentors in the field of storytelling and branding.

Seasonal storytelling is a great way to build brand loyalty, as it can help you connect with your audience, showcase your brand personality, and inspire loyalty. By following the steps, best practices, and tips in this article, you can create seasonal stories that are relevant, engaging, and emotional, and that align with your brand purpose, values, and vision.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?