Using Consumer Brand Strategies to Cut Through Holiday Clutter
As economic development professionals, we are constantly seeking ways to ensure our messages stand out, resonate, and drive action. Today everybody is barraged with messages -- personal and professional -- across so many digital platforms. Corporate communications can sometimes be overly long and word heavy. We can take a page from consumer brands, using their best practices to deliver succinct, impactful content that truly hits the mark. This approach is especially critical during the holiday season, a time filled with both business and social demands.
We approach communication with intention, emphasizing quality over quantity, and at the holidays, this model serves us well. For our 30+ team members and the hundreds of partners we engage -- from city, county, and state government organizations to businesses and educational institutions, among others -- clear, direct communication ensures we stay aligned and focused on our shared goals.
This year, we’ve streamlined our internal and partner updates by consolidating our November and December communications into one cohesive message. By doing so, we aim to cut through the seasonal clutter and offer a single, high-value update that informs without overwhelming. It’s a small shift, but one rooted in intentionality.
Much like the most effective consumer brands, economic development organizations (EDOs) -- any organization for that matter -- can understand their audience’s needs and deliver concise messaging. Whether we’re targeting businesses making critical end-of-year growth decisions or collaborating with community partners, the principles of brevity, clarity, and relevance help us communicate better than ever before.
The holiday season is not only a time for business but also for reflection and celebration. While our team works hard to support businesses making year-end expansion or relocation decisions, we also take intentional pauses to acknowledge our collective successes. We will host two company-wide gatherings, one near Thanksgiving and another closer to the December holidays, to celebrate our achievements and recharge for the year ahead. These events remind us why we do what we do and motivate us to finish the year strong.
For EDOs and organizations of all kinds looking to improve their holiday communications -- and all-year long -- consider adopting some consumer brand-inspired strategies:
Storytell: Share stories that resonate emotionally, such as a notable success or a partner highlight. Personal, relatable narratives are often more engaging than dense data.
Use Visuals + Video: Just as brands know the power of a compelling image, ensure your communication is visually appealing to enhance engagement. Try video too for even greater impact. Go with fewer words and a simple message shared straight from your leader or other experts via video.
Celebrate Shared Successes: Use the holiday season as an opportunity to express gratitude and build connections with partners and stakeholders.
As communications professionals, we know that thoughtful messaging isn’t just about delivering information – it’s about creating meaningful engagement. By applying consumer brand principles, we can ensure our messages are not only heard but also inspire action.
This holiday season, let’s prioritize quality, cut through the noise, and celebrate the transformative work we do together.
