Want to get started in 2026? Then get involved in the lives of your target group.
Hey Brand fan,
New year, new routines. And not just for yourself, because that's where your biggest branding opportunity lies.
Because January isn't just "after the Christmas season."
It is the moment when people start to think differently:
– What do I really need?
– What do I want to do more often?
– What am I willing to give up?
And the brands that are present right now often remain relevant throughout the year.
🧠 Why Q1 is so crucial
Because it feels like a new beginning, habits are malleable.
And because we are more emotionally open than usual.
That's branding gold.
💡 Major brands show how it's done
🌱 Oatly was everywhere during Veganuary 2023 – with limited editions, supermarket visibility, and email stories about plant-based nutrition.
🥤 Athletic Brewing launches its own "Dry January" campaign every year—with a daily newsletter, free guides, and exclusive deals for the community.
📖 Paper (UK) is releasing special edition journals in early January that are perfect for "New Year Energy" – complete with a Spotify playlist and habit tracker.
✅ How you can use this for your brand
You don't have to be a large corporation. You just need to know when your target audience is open to new ideas—and what you want to offer them.
1. Make it easy to start over with you
Instead of "Buy now" – better: "Get started with us now."
People aren't looking for new products in January.
They're looking for new habits.
Here are some examples of what this could look like:
– A starter series in the newsletter: 5 small ideas for a better everyday life
– An Instagram format that accompanies a mini routine (e.g., #5MinuteFocus or #OneThingDaily)
– A bonus for all first-time customers in January: e.g., digital planning aid, mini workbook, Spotify playlist
💡 Bonus tip:
Even a simple email footer with "Welcome to your 2026 era" is effective.
Or a personalized thank-you message with a New Year's vibe when an order is placed.
2. Don't offer a discount—offer direction
January isn't about -20%.
It's about +value:
→ more focus
→ more energy
→ more ease
💡 What is your mission for 2026?
Show it in your content.
In the newsletter. In the reel. On the delivery note. Because anyone who has been reading the newsletter for a while knows that it's always about all touchpoints. 😉
3. Become part of their routines
Do you want long-term customer loyalty?
Then ask yourself:
→ Where could you be visible in everyday life?
→ When would you be needed—not just bought?
💡 Example:
A journaling product with daily email inspiration.
A food product with weekly recipe ideas.
A wellness product with a 3-minute playlist on the packaging.
🏁 Conclusion
Branding doesn't start with your product.
It starts with what people want right now.
Q1 is your moment.
And if you manage to become part of their routines now, you'll still be there in May, August, and December.
See you next week—stay smart, stay relevant, stay you.
Chantalle
