Ep 28. Create Brand Traditions Your Audience Looks Forward To
Nourish Your Brand · Episode 28
Every year without fail, I treat myself to one gingerbread latte. It's not really about the coffee, it's about marking the start of the holidays, a tiny indulgence that signals "okay, it's Christmas now." That got me thinking about branding. What's your brand's version of my gingerbread latte, the thing your audience looks forward to and associates with you year after year? Let's get into it.
Why traditions matter
Traditions create connection because they're dependable and familiar, things people come to expect and look forward to. For your brand, that could be a regular campaign or a specific client experience. Delivering something on a regular cadence strengthens trust and builds anticipation. Think of the brands you love, the December product drop, the year-in-review episode, Spotify Wrapped. They're sticky, memorable, and make you feel connected to the brand story.
Pick a cadence that works for you
Traditions don't have to be yearly. They can be a monthly value-packed newsletter, a quarterly live workshop or Q&A, or a milestone moment where you surprise a client at the end of a project. It doesn't need to be big or complicated. The key is something you can stick with, that your audience can count on.
Tie it to your brand's personality
Your tradition should reflect who you are. My food-themed brand is playful and creative, so mine might be themed branding tips or a special recipe as a gift. If your brand is about empowerment, maybe a quarterly celebration of client wins. Bold and no-nonsense? A punchy, unfiltered hot-take email series. Calm and nurturing? A reflection guide or a handwritten note to your client's door. It should feel like your brand.
Surprise and delight
Traditions are about consistency, but also joy, that little burst of happiness. Surprise clients with a small gift when you wrap up a project. Give your email list something to look forward to, a monthly round-up, a behind-the-scenes peek. Run a podcast? An annual Q&A or themed roundup. Make it feel personal, even when it's something you do regularly.
Make it shareable, and keep it simple
When people love your tradition, they share it, which brings in new people too. A holiday tradition could become a hashtag; a client-gifting tradition something people post when they receive it. And it doesn't need to be complicated to work. My gingerbread latte is one drink, once a year, but it's meaningful. Pick something small but significant you can do consistently.
Ask yourself this week
What's your brand's gingerbread latte, the thing people could look forward to?
What cadence could you realistically stick with?
And how could it spark a little joy that makes people want to share it?
Where to go from here
Brand traditions are about connection, consistency and little bursts of joy. They don't have to be big, but they do need to be thoughtful, intentional and true to your brand. My challenge to you: pick one tradition you could start, and give it a go.
If your brand personality doesn't feel clear enough to build a tradition on yet, that's the foundation work I do inside the Brand Kitchen. I'd love to hear what you're cooking up, come tell me on Instagram.
Related episodes
Ep 26: How to make your brand stick (and stay top of mind)
Ep 9: How to build emotional connection through your branding
Ep 6: How to build a brand that lasts (and keeps customers loyal)
Resources mentioned
The Spread – my email newsletter, with new episodes and branding bits straight to your inbox
Come say hi on Instagram: @studiocoya
Here's More…
What is a brand tradition? It's something consistent and a little special your audience comes to expect and look forward to, a monthly newsletter, a seasonal campaign, a client gift. It builds connection, trust and anticipation over time.
How often should a brand tradition happen? Whatever cadence you can genuinely stick with, monthly, quarterly or yearly. Consistency matters more than frequency, so pick something dependable rather than ambitious.
Do brand traditions have to be big or expensive? Not at all. The best ones are small but meaningful, like my single gingerbread latte a year. Thoughtful and consistent beats big and flashy every time.
About the host
I'm Aiza, the brand chef behind Studio Coya, a branding studio with a food-themed twist. I help established coaches, creators and service providers brand their signature offers so their best work looks as good as it actually is, and sells like hotcakes.
