Now that the Christmas season is upon us, it’s time to recognize one of the most successful brands in the world…Santa’s Workshop! Although this company is likely to be at it’s best during the months of November and December, its success during those months is enough to ensure that it holds the ranking as one of the world’s most influential brands. Read on to find out why this company is able to hold this title throughout the 240 years it has existed. Consult San Diego’s branding and graphic design specialists Lien Design to find out more about successfully branding your company.
The Santa’s Workshop company was founded in 1773 in the North Pole by Kris Kringle. It was created with a clear vision of spreading Christmas cheer and a spirit of generosity. Today, it manufactures quality toys in a 4 million square foot distribution center. And, although the values of this company may be rooted in old school sensibilities, its administration is anything but. Their fully automated system ensures that everything from putaway to replenishment to order picking and sleigh loading is done efficiently.
And when you think about marketing, Santa’s Workshop has it all. Every brand needs a recognizable mascot, and who is more easily recognizable than Santa Clause? For the Santa’s Workshop brand, the Santa mascot grew out of necessity. With the company working hard, there was no one available to deliver the toys. Founder Kris Kringle began delivering the toys in his bright red suit and, well, the rest is history.
Of course, the promotion of the Santa image grew quickly, through artist portrayals as well as stories like Rudolph The Red Nosed Reindeer and Twas the Night Before Christmas. These are timeless classics that help carry the brand throughout generations.
Creating an open line of communication between a brand and consumers is also important. For the Santa’s Workshop brand, letters to Santa not only reinforce the bond between children and their parents and the company, it also provides the company with valuable information as to what products are in demand. Santa’s Workshop works closely with Canada Post to make communication between Santa and children as easy as possible, creating a simple address where the children can send their letters. And best of all, Santa writes back! Kringle verifies that he responded to over 1.5 million children in Canada alone.
The Kringle family has also been instrumental in helping others in the business community. Nick notes how his grandfather helped the McDonald’s company by advising him in the development of the Ronald McDonald mascot. Clearly the family’s generosity extends beyond their involvement in the Christmas season.
When you think about marketing your company, things like packaging label design and web design branding are both important, but having a genuine company story can be extremely helpful in the making your brand a household name. Santa is so innate to society, that few people see him as a marketing tool, and yet, Christmas season is one of the most profitable times of the year for most companies. And, of course, Santa’s Workshop is one of the top companies shining during this time of year. Consult the experts at California’s Lien Design to find out how your company can create a relatable brand story that will ensure success, no matter what season it may be.
Written by ©2017 Lien Design