For the Small Maker: DIY Package Branding

Are you a small business owner looking to elevate your brand without breaking the bank? I've definitely been there! Sometimes it feels like you're walking a tightrope, trying to balance smart investment when you can with pinching pennies as needed. This is the quandary I found myself in as I started to scale my business. Details are soooo important! As a sole proprietor, it is very difficult to be a jack of all trades and master of all of them as well. If you're a small business, you know all the things that need to be figured out in order to have a fair chance at succeeding. High quality products, website creation, well-lit and edited product photos, smart marketing, the list could go on and on.

And then there's your packaging. Like I said, details are so important! When I started out, I just reused any old box that came... Walmart, Amazon, you name it. A box is a box, I figured. While it is a great thought to reuse instead of wasting resources, as I started getting more orders I felt more and more unsure of sending out my quality, high end, costly products in reused Amazon packaging. 

Why? Because from a customer's perspective, first impressions are huge. Details add up and subconsciously, you are either gaining or losing 'points' with each detail. I never had any customers complain about the packaging, but I feel so much better now that I am sending out branded, beautiful packages. Yes, it costs more, but it is so worth it for adding value to my product, my quality, and my brand in general.

So what are some factors to take into account as you work to figure out your branded packaging? What details matter and which ones don't?

1. Define Your Brand Identity

Before diving into branding efforts, take the time to define your brand identity. You need to figure out who your target audience is, first and foremost. My brand is all about rustic, natural, and simple gifts for her. So, yes, I have florals, I have delicate, I have pretty.

2. Create a Compelling Logo

Your logo is the visual representation of your brand and should be memorable and reflective of your business. Canva is a great way to easily make a nice logo. Just remember, simpler is often better. You want to be easily recognized from a distance. Don't forget to have some form of contact included on your logo!

4. Leverage Social Media

Your followers will love to provide input on your package branding ideas! I got a lot of valuable feedback when I posted some different options. For example, I used to paint a simple blue stripe around my white boxes, then add a logo sticker. Recently I invested in some rubber stamps and now I stamp ferns around the edges of the boxes. It maintains the delicate, lacy look I'm going for while still being quick, easy, and cost effective. My followers confirmed that the change was a huge improvement!

6. Utilize Packaging as a Branding Tool

Your packaging is an extension of your brand and can leave a lasting impression on customers. Some could argue that packaging doesn't make any difference. I would argue that it does. I have personally received some packages from high end businesses that come in beautiful packaging. Cherry Republic, for example, sends their gift sets in adorable cherry decorated boxes. Here's the deal: I have never thrown these boxes out. Note to self as a business owner, packaging matters! If you can make your boxes look nice enough that people will hate to throw them out, they may regift something in them. They may save them for their own use. Your brand will stay present and occasionally remind them of you, even when the product is gone. Free advertising!!!

 

Ok, on to the ideas!

First, think about your business. Is it handmade based? Is there any way you can use your handmade category on your packaging? For instance, a large part of my business is hand paintings. Hence, I did a super simple hand painting on the outside of the box. Yes, it was just a blue stripe but it was obviously a handmade accent, a unique touch that gave a prequel to the product inside. 

Make cross stitch? Amazon has a cute little "Handmade with Love" cross stitch rubber stamp. This would look perfect stamped on the outside of your packaging. Pro tip: don't bother investing in a stamp pad. Many of them are water clean up, which means that if your package gets damp in transit, it will smudge, run, and just look messy... not what you're going for! Instead, just use some acrylic paint (use your business colors), water it down slightly to a more inky consistency, and either brush onto your stamp or brush a thin layer onto a plastic tray that you can press your stamp on. Stamp onto your box, add a logo sticker, and you're ready to roll!

Are you a small woodworker? There's some really neat wood grain tools out there that use paint to create a fake wood grain look! I've never used one before, but if that would work it would sure look stunning!

The list could go on, and the main thing is to be creative. We, as small business owners, need to use all the creativity we have to find something a little different, a little more ingenious, the next level up.

Best of luck!

Lydia