At this time of year, consumers have visions of gifts being exchanged, and retailers have visions of record sales. While Q4 is key for retail and other industry segments, businesses that focus solely on moving product do so at their own risk.

In fact, branding may be even more crucial at holiday time to distinguish yourself from the competition. So what exactly is branding? It’s more than slapping a logo and tagline on your ads, products and packaging and calling it a day.

Some of the most effective seasonal branding campaigns could actually be construed as promoting the spirit of the holiday over the commercial aspect. Here’s a partial list of stores closed on Thanksgiving. Instead of cashing in early on Black Friday sales, these companies show that they value their employees. This can go a long way in winning over customers.

  • A.C. Moore
  • American Girl
  • Barnes & Noble
  • Bed Bath & Beyond (Select Locations)
  • BJ’s Wholesale Club
  • Burlington
  • Cabela’s
  • Christmas Tree Shops (Select Locations)
  • Costco
  • Crate and Barrel
  • Dillard’s
  • DSW Designer Shoe Warehouse
  • Gamestop
  • Guitar Center
  • HHGregg
  • HomeGoods
  • IKEA
  • Jo-Ann Fabrics
  • Lowe’s
  • Marshalls
  • Neiman Marcus
  • Nordstrom / Nordstrom Rack
  • Office Max / Office Depot
  • Patagonia
  • Petco
  • PetSmart
  • Pier 1 Imports
  • Raymour & Flanigan
  • REI
  • Sam’s Club
  • The Container Store
  • T.J. Maxx

Brands that reflect the spirit of the season with cause-related campaigns are definitely on the right track. Burlington Stores’ annual Warm Coats & Warm Hearts drive is a perfect example. Not only does it directly tie to its products, it encourages customer participation.

 Burlington Warm Coats & Warm Hearts

However, even the best-laid branding plans can backfire. Last year, Starbucks introduced a plain red holiday cup instead of its traditional Christmas cups and came under attack from many customers. This year, its festive red cups are making a comeback.

Starbucks holiday cups

A Starbucks news release reinforces the brand’s seasonal tradition: “Since 1997, Starbucks has welcomed the holidays with a special red cup that celebrates the spirit of the season.”

Think about it. The commercial side of Christmas itself has excellent branding. There’s Santa Claus, a charismatic spokesperson; the use of red, an exciting color; interactive elements (writing letters to St. Nick, exchanging presents); and brand symbolism in the form of the Christmas tree.

And to all those non-believers in branding during the holidays, I say: Bah, humbug!

By Darcy Grabenstein, senior copywriter at Annodyne