Halloween for Light Brands: Aligning Seasons with Your Brand Values
The other day, while scrolling through Instagram, a seasonal marketing offer caught my eye—though not for the right reasons. A designer was promoting “spooky branding” minis, and the concept left me scratching my head. Was she offering pre-made brands with a specific Halloween aesthetic? Or was she simply trying to repackage an existing offer with a seasonal twist? Either way, the execution fell flat. The visuals felt like a generic Halloween template (especially disappointing coming from a designer), and the messaging lacked excitement. To me, this signaled a lack of thought—just a last-minute repackaging of the same offer she usually promotes, which made me question why she created this campaign.
Now, I’m not one to critique others' marketing strategies, but there’s an important takeaway here. Seasonal marketing shouldn’t be just about chasing profits. It should either fulfill a need or be a chance to build genuine brand awareness and connect with your audience. In either case, the goal is not just to sell, but to engage, serve, and strengthen relationships.
When you focus solely on using a season for profit, it can come across as salesy or disingenuous.
Your audience will pick up on this, and it may even alienate them if they sense that the season is just being used as a quick excuse to sell.
Let’s assume you have a great offer, something that feels aligned and genuine and fits a specific seasonal need like Halloween. For example, you’re a family photographer who loves Halloween and wants to offer pop-up sessions so parents can capture beautiful photos of their kids in costumes every year.
But here’s the challenge: your brand is soft-spoken, light, and airy, and it feels misaligned with the bold, spooky Halloween aesthetic—even though the offer itself is perfect and solves a clear need.
No worries—Halloween can adapt. You don’t need to adopt a dark or eerie vibe to participate in Halloween.
Brands with a light and airy aesthetic can engage with the season in a way that feels true to them while still offering value to their audience.
1. Adapt the Season to Your Brand’s Aesthetic: Instead of bold, dark imagery, think of Halloween in softer tones—pastel pumpkins, whimsical ghost illustrations, or playful, light-hearted Halloween messaging that reflects your brand's voice. There are countless ways to embrace the season without losing your unique style.
2. Focus on Purposeful Offers: The same principle applies—ensure your Halloween campaign is driven by a real need or an opportunity to build a deeper connection with your audience. In your case, the pop-up sessions are a perfect example of an offer that provides real value while maintaining authenticity.
Okay, now let’s expand a bit on how Halloween can adapt aesthetically. Well, in the same way there are orange pumpkins, and white pumpkin. We pick the references that work with our brand, instead of forcing our brand to fit the season. To wrap up, here are a few practical tips to help you navigate Halloween while staying on-brand:
1. Stay True to Your Palette: If your brand is known for light colors or pastels, incorporate them into your Halloween visuals. You can swap out the traditional black-and-orange for muted, softer versions of seasonal colors.
2. Use Subtle Imagery: Instead of leaning into spooky elements, think about lighthearted symbols of Halloween that complement your brand—like ghostly-inspired imagery, muted pumpkins, veils, mist, and smoke.
3. Incorporate Storytelling: Weave a seasonal story into your branding. For example, if you’re a wellness brand, you could focus on self-care rituals around Halloween or use the theme of transformation to tie into the season.
4. Create Engaging, Fun Content: Consider how fun copy can tie your campaign imagery and concept together innovatively and freshly. Here is an example of using Halloween for a wellness brand.
5. Offer Limited Edition Products: If it makes sense for your brand, consider offering a limited-edition product or service for Halloween such as: a Halloween-inspired collection, or themed packaging that still feels aligned with your aesthetic. For example, light, misty and blurry photography presets, or cute illustrations to be used on stories.
By following these tips, you can tap into the seasonal spirit of Halloween while staying authentic to your brand’s values and style. The key is to be intentional with your approach—focus on creating genuine connections with your audience rather than simply jumping on a seasonal bandwagon.
Remember, seasonal marketing works best when it’s authentic, aligned with your brand values, and truly serves your audience.
IF YOU FOUND SOMETHING INSPIRING, INTRIGUING, OR ENCOURAGING IN THIS JOURNAL ENTRY—
I WOULD LOVE TO KNOW!
Send me a message in the DMs or contact me to inquire about working together. I can’t wait to keep the conversation going.
