Professional Documents
Culture Documents
Santa Style Guide
Santa Style Guide
Brand Book
002 Santa
Brand Book
Our brand journey is the Key that unlocks our History, and the Bolt
that secures our Future Understanding of where we are going and
what we will do when we arrive at that place that we’ve gone to.
The key learning from this was that *Santa* IS brand. PARTLY literally
and TOTALLY metaphorically.
Santa 003
Brand Book
* – the introductory asterisk reminds customers of a snowflake
alighting on the eyelash of a fawn.
SAN – the first three letters represent South and North. We are
headquartered in the North, but our reach is global.
TA – the final two letters are the (abbreviated) thanks of the world’s
children. Note: TA can also stand for Territorial Army.
This should not be referenced in our communications.
004 Santa
Brand Book
X excellence
M measurability
A accountability
S snow
Santa 005
Brand Book
Our brand essence is the very essence of our brand. A brand is
like a sack on a sleigh of belief. At the emotional heart of our brand
sack is profit. Profit is foundationed in deceit, which is emulsified
in tricks. Tricks are quasi-authenticated through illusion, and further
end-gamed via magic. Enveloping this magic is the belief of our
customers. The sack then hangs within a metaspace of gullibility.
What our customers say about us
“Thank you for your assistance with what
turned out to be a splendid Christmas
this year. Some of the presents
I got were extremely satisfactory.”
Freddy Haycock, age 7, Caerphilly
profit
deceit
tricks
illusion
magic
belief
gullibility
Our brand assets
006 Santa
Brand Book
Who else is occupying
Max
*Santa*’s space?
The Fat Controller Santa
The greatest assets of any brand Hagrid
are its brand assets. Our critical Entering our
asset duopoly is Volume of Beard Anne Widdecombe Henry VIII reputational space
(beardiness) fused with Extent Michael Moore
– monitor him
of Fat (fatiness).
1976 Brian Blessed
This schematic geographilises
us and our key competitors on
the fatiness/beardiness spectrum. Elvis
Grizzly Adams
ZZ top
Robin Hood
Kylie
Beardiness Max
Our brand assets
Santa 007
Brand Book
Mandatory Venn diagrams
Magic Reliable
*Santa* Rudolph
Ho Ho Ho Ho
Ho Ho Ho
Ho Ho
Ho Ho
Our brand language
008 Santa
Brand Book
1. Use approved vocabulary
The words we use must always be convivial, festivious and jollificatory.
2. Avoid familiarity
Don’t use the over-familiar and paternalistic ‘Father Christmas’.
If only because it anagrams to ‘the rich Mr Fat-Ass’.
Santa 009
Brand Book
4. Always communicate on-brand
Deploy brand language to build the *Santa*:Customer relationship.
This real-life example shows simple mistakes, and how to correct them.
010 Santa
Brand Book
Colour
Our primary brand colour is red. White is our secondary brand colour.
There is no tertiary colour.
Red 032C
Too naïve Too ironic Believable
White 000C
Too deep Too crisp Even
Our brand imagery
Santa 011
Brand Book
Correct use of iconography
There are very strict guidleines for imagery orientation.
Always check − twice.
What our customers say about us
“I have always been satisfied by the
consistently high level of seasonal magic
you have demonstrated. Many Thanks.”
Olivia Johnson, age 5, Leicester.
1 2 3 4
Curve of credulity
012 Santa
Brand Book
Customers’ belief in *Santa* correlates directly to their Did You Know:
chronological status. This graph places our brand against *Santa* is the industry
standard for child-centric
key competitors in the belief vortex. gift-delivery solutions?
Customer Santa
retention God
opportunity Socialism
100%
Spiritual crisis
Level of belief
Ethical crisis
Mid-life crisis
0%
0 10 20 30 40 50 60 70 80 90 100
Age of customer
Brand decision tree
Santa 013
Brand Book
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Always Use the
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use the Brand
brand
Have a really great Christmas
and a fantastic 2011
014 Santa
Brand Book
Chief Operating Elf Chief Knowledge Elf BehaviourS Elf Chief Top Sh Elf Express HerS Elf
Mark Rhys Jane Simon Kate
Chief Creative Elf Chief Wealth Elf Commercial Elf Deputy Learning Elf Inter National Elf
Vince Jochem Andy Joe Anthony