The air is cooler, the shopping sales have begun, and our to-do list is growing by the minute. But there is definitely something different in the air … something that you can’t quite put your finger on. It’s not tangible, but it’s a feeling. It’s that holiday happiness, that extra bit of kindness that people seem to share during this time of year. Have you ever noticed that people tend to hold the door open for more people, smile more easily, allow you to merge into traffic more and are just plain nicer around this season?   

Why is that?  Is it the crisp feeling in the air? The idea that we have to be “good girls and boys”? Or is it an ever-present soundtrack playing in the background almost 24/7? You know it … that 1994 Mariah Carey chart topper “All I Want for Christmas is You.”  

Whether you love it or groan every time it comes on, you have to hand it to Mariah: she created THE holiday anthem.    

She branded herself right into everyone’s holiday season.  And while she may not have originally planned it that way, three decades later, she’s still the Queen of Christmas. 

There’s a lesson here

Is your personal brand on purpose, or did it just happen? Does it emerge once a year, or is it consistent all year long? 

Are you: 

  • The Clark Griswold More Lights = More Cheer type? 
  • The Friend Who Does Everything for Everyone and Refuses to Accept Anything in Return? 
  • The Impeccable Gift Giver? 
  • The Hannukah Shammash Who Brings Everyone Together to Celebrate Family Traditions? 
  • The Life of the Office Party? 
  • The Annual Family Letter Writer? 
  • The Grinch? 
  • Or maybe a John McClane “Die Hard is a Christmas Movie” Defender?  

 

Here’s the truth: whether you realize it or not, the version of you that shows up during the holiday season is part of your personal brand.  

In Sell Yourself, I talk about how everyone has a personal brand, and that you don’t put it on and take it off like an ugly sweater.  

It’s part of who you are. It’s how you behave every day, including what you say and how you treat other people. It reflects not only your personality but your superpowers and your values. Your brand is happening all the time, whether you’re managing it or not. 

Who are you?

It is crucial that you’re clear on what you want the world to know about you and that you control the narrative. You need to: 

  1. Decide what you want to be known for. 
  2. Define the qualities that make you unforgettable.
  3. Deliver on that brand consistently, day in and day out.

However, the holidays can be tough on all of us. How do you deal with them? Do you feel it’s time to let go and have some fun? Or do you step back and disconnect from the shenanigans and commercialism? Does the holiday stress overflow into your business life? Do you shift into a different person? A different facet of your personal brand?  

Take a moment and decide: What does your holiday personal brand say about you? 

Well, this can go two ways. 

Your holiday persona can add another layer to your brand … IF it’s authentic. Whether you’re outgoing, reserved, spiritual or a connector (or any combination), it’s up to you. What matters is that you are true to you and your brand.  

Choosing to step a bit outside of your usual self can help you branch out, grow personally and professionally, and refine your personal brand. Celebrating (or not celebrating) the holidays reflects you, your values, and your willingness to grow and make a difference. 

If, however, your holiday brand comes off as fake, it can damage the trust you’ve built with your employer, friends, colleagues and customers. They may interpret your change in personality as an attempt to get something from them, including attention. 

If the personal brand you share with the world during the holidays is a departure from your usual character, it could create conflict with the true you that’s present the rest of the year. 

Testing your holiday brand

The good news is that there are LOTS of opportunities to test out your brand during the holiday season. Parties may look like just cocktails, hors d’oeuvres, and a white elephant exchange … but don’t be fooled. Holiday gatherings are networking events in disguise. 

Every interaction is a chance to reinforce who you are. People remember how you made them feel in casual moments just as much (if not more) than during official meetings. That doesn’t mean you need to hand out business cards by the punch bowl, but it does mean you should: 

  • Show up consistently with your brand qualities (warm, professional, fun, approachable, whatever is true for you). 
  • Listen more than you talk. The best networkers know that the key is connection, not just conversation. 
  • Follow up afterward. A simple “Great to see you last week, hope your holidays are wonderful” goes a long way. 

So, yes, enjoy the party. Dance, laugh, spin the dreidel. But remember: people are watching and remembering you. Make sure what they remember matches the brand you’ve worked hard to build. 

You’ll hear Mariah more times than you can count this month at the store, in the car, watching the movie Love, Actually, and maybe even from your neighbor’s front lawn speakers.  She’s not going anywhere. Why? Because she’s unforgettable, and her brand sticks. 

The best brands are consistent, memorable, and authentic. 

Be sure that your holiday personal brand is the real you all twelve months of the year.