Many emerging and bootstrapped e-commerce businesses consider high-quality and custom packaging as a nice-to-have; instead, they should view the moment of unboxing as a replacement for the traditional in-store experience.

“A well-designed unboxing experience communicates care, quality and attention to detail,” Anthony Marion, Abbe Express e-commerce business unit manager, told Inside Small Business.

“It also helps brands if they find themselves fighting for elbow space in a crowded market. Memorable packaging not only builds loyalty but encourages repeat purchases and social sharing,” he added.

Abbe Express specialises in making sustainable and on-brand packaging that is accessible for growing businesses that want to look premium without blowing their budget.

Presentation is everything 

According to Marion, brands are sometimes too quick to discount the value of the unboxing experience, dealing with hundreds of customers in the early stages of growth, and more often than not, they discount the value of high-quality packaging.

“They see it as another cost rather than a direct marketing tool. But custom packaging is more affordable than ever,” Marion stated.

“What’s more, investing in on-brand packaging early also helps to make brands feel more authentic, while also paying off through a higher perceived value,” he continued.

Abbe Express has removed a large barrier for startups by offering low-MOQ packaging orders – its packaging range has MOQs starting from as little as 25 units, with no additional creative or design costs.

“In the past, you needed to order thousands of units upfront, often without fully validating your product,” Marion explained.

“Plus, there were forme costs, printing plate costs and artwork costs. It adds up in a blink of an eye,” he added.

“Now, with digital print technology, user-friendly design tools and lean production, businesses can start small, iterate fast and grow sustainably.”

With this model, Abbe Express has seen brands go from 50 custom mailer boxes to nationwide distribution and cite its packaging flexibility as playing a key role in that journey.

Wrapped up sustainably 

But aesthetics aren’t the only factor businesses should consider when selecting their e-commerce packaging.

Consumers are increasingly becoming more eco-conscious and factoring sustainability into their purchase decisions.

“They want to support brands that reflect their environmental values – and packaging is often where those values are either reinforced or undermined,” Marion shared.

“Using materials like recycled cardboard or paper-based void fill not only reduces environmental impact but also elevates the unboxing experience,” he added. 

“Thoughtful, well-constructed packaging builds trust and signals quality, while flimsy or wasteful materials can damage a brand’s credibility in seconds.”

Packaging that uses virgin plastic with non-recyclable coatings often ends up in landfills or oceans and can take hundreds of years to break down, if they degrade at all.

Whereas recyclable and compostable options, like corrugated cardboard, reduce waste particularly when sourced responsibly, Abbe Express has a sustainable paper sourcing policy to ensure it minimises environmental impact.

However, adopting eco-friendly packaging solutions doesn’t mean brands have to compromise customisation or quality.

“There’s a growing range of eco-friendly custom packaging solutions that don’t require small businesses to raid their bank account,” Marion said. 

“Everything from Kraft mailer boxes, shipping cartons, and insulated shippers offer a balance between sustainability and aesthetics,” he elaborated. 

Abbe Express prides itself on prioritising materials that are recyclable, locally made and custom-print ready – so businesses don’t have to choose between quality and conscience.

Marion believes that businesses should look at sustainable packaging as not only an ethical choice but a competitive advantage.

“For small businesses, using eco-friendly packaging builds trust, enhances brand storytelling and opens doors to environmentally conscious markets,” he concluded.

“It’s not just the right thing to do – it’s smart business. And it doesn’t cost the earth.”

• To try out Abbe Express’ design-it-yourself platform, where businesses can design brand packaging without the need for graphic designers, head here.

The post Why brands should think of packaging as their most important physical touchpoint appeared first on Inside Small Business.

Peter Curran, founder and business development manager at Digital Surfer, has expressed alarm at how common it is now for buyers to purchase businesses without gaining full control of their online presence, such as Google Business Profiles, social media accounts, and domain names.

Curran warned that this situation can adversely impact customer acquisition, credibility, and revenue.

“We’ve seen an increasing number of business buyers who assume that things like their Google Business Profile or Instagram account will just come with the purchase,” said Curran. “But unless it’s explicitly transferred and ownership details are updated, they’re often locked out, or worse, left starting from scratch.”

Curran added that the problem is not limited to business sales. Many businesses that engage digital agencies also find themselves without administrative access to their websites, ad accounts, or business profiles. In some cases, agencies register assets under their own name and fail to provide adequate transparency.

“We’ve had clients come to us who’ve spent tens of thousands with an agency, only to find out they can’t access their Google Ads account or website backend,” he noted. “That’s unacceptable. Businesses should always have ownership or administrative rights over their digital assets.”

Digital Surfer is advising business owners and buyers conduct a digital asset audit to ensure all critical logins and ownership details are accounted for, particularly the business’ Google Business Profile (GBP), website domain registrations, website hosting and CMS access, email hosting, Google Analytics and Google Ads accounts, and social media platforms such as Facebook, Instagram, and LinkedIn, among others.

“Digital presence is often one of the most valuable assets a business has,” said Curran. “Not having access means you’re operating blind – or not operating at all.”

The post Buyer beware: Are you missing key digital assets when you buy a business? appeared first on Inside Small Business.

There’s growing hype around AI image generation tools, especially since ChatGPT’s major upgrade in March.

For small businesses without a design team, the ability to instantly create high-quality, custom visuals is a game-changer. And with LinkedIn AI gurus claiming you can create Meta ads in minutes and ditch your Canva subscription, it’s no wonder brands are paying attention.

But is it worth the hype? After testing out ChatGPT’s new capabilities myself, here’s what I found.

Where AI images are helpful

ChatGPT’s ability to follow instructions and generate realistic imagery is genuinely impressive, and thankfully, the era of extra fingers and toes seems to be behind us.

With the latest upgrades, AI image tools can save time and money in areas such as:

• Early-stage product concepts – Quickly mock up ideas while you’re still figuring out your look, feel and direction, before investing in product samples or design work.
• Moodboards – Build visual themes for your brand, campaign or website using AI to explore colours, textures and aesthetic direction. 
• Visual planning – Clearly communicate visual ideas with designers or photographers to get your ideas across faster. 

Whether in the early stages of brand development or further along, AI images can make it easier for small brands to bring creative projects to life.

Where AI images fall short

AI-generated visuals can be impressive – but they’re not perfect. As soon as I uploaded an image of a real product to use in a lifestyle image, things started to fall apart.

Here’s what I found:

• Text was consistently wrong – It might look fine at first glance, but not upon closer inspection, e.g. “UVA & UVB Broad Spectrum” became “UVA and UVb Bread Specition”
• Label fonts and colours didn’t match the real product – No matter how specific the prompts.
• Packaging proportions looked off – Especially when trying to show the product in someone’s hand.

When I asked ChatGPT to replicate the product exactly, it wouldn’t, citing copyright restrictions. This is understandable from a legal perspective, but it’s a significant limitation. Even when I provided the full label text, ChatGPT couldn’t get the real product’s colours, layout or packaging style right.

This is a deal-breaker for any images that need to feature an actual product, such as for e-commerce websites or ad creatives, where anything less than 100% accurate just isn’t good enough. Sure, some of the issues could probably be fixed in Photoshop – but if it takes that much editing, it defeats the purpose of using AI in the first place.

The bigger (less obvious) issue

AI visuals can come across as overly airbrushed or sterile. The lighting might be too perfect. The model a little too flawless. There’s nothing obviously wrong, and a customer might not realise the image is AI, but they’ll subconsciously sense something feels “off”. 

In categories like skincare, where trust is built through authenticity and believable results, that subtle disconnect runs the risk of cheapening a brand or leaving customers with a lingering sense of doubt, questioning more than just the label.

How to use AI images responsibly

Stick to using AI image generation tools for creative planning, not as a replacement for professional photography or design work. Use it to move faster, explore ideas and get clearer on your vision.

The reality is that nothing beats the energy of a real model, the subtle edits of a product photographer or the creative touches of a graphic designer that make a final image truly pop.

Final takeaway

AI is a powerful tool, and it’s only going to get smarter, however it’s not a silver bullet. Used thoughtfully, it can save time and spark creative ideas. But when every detail needs to be right, that’s still something it still can’t deliver. With the inevitable explosion of AI images online, brands that stay creative, human and real will be the ones to stand out.

If you’re a small brand focussed on building trust, connection and credibility, it’s not just about what you can do with AI – it’s about what you should. And when it comes to visuals, real still wins. Every time. 

The post Should you use AI images when advertising your brand? appeared first on Inside Small Business.

Who am I?

I’m a neurodivergent dog mum who used to run a creative branding business in Melbourne. Most of my work involved helping small businesses – especially those in “dry” industries like insurance and finance –bring their message to life through visual storytelling using social media.

I’ve since left my branding business and now run a travel and lifestyle platform with my dog, Bentley, at the helm. Bentley also has his own social media presence, which generates income through YouTube ads, sponsorships and affiliate links.

This journey of growing my dog’s social media channel has added a whole new layer to my marketing knowledge. It’s taught me valuable lessons like no other experience. I’m here to share some key points with you, so you can apply them to turn social media posts into profit.

Lesson #1: The value of emotion in branding

If business represents the left brain and logic, branding embodies the right brain and emotion.

Previously, I ran an Airbnb business and used Bentley as a marketing strategy. I quickly found that including Bentley in the branding made my platforms more engaging and marketing. That emotional connection is what helped turn posts into bookings.

I featured Bentley in listing photos to stand out and themed the house around him with posters and polaroids of guests with Bentley displayed on the fridge. The impact of my dog was palpable: Some guests booked specifically to meet Bentley, some only confirming their stay if he was present!

Back when Airbnb was booming in Queensland, listings were everywhere. Many were more luxurious than mine, and I didn’t have the budget for high-end renovations. So I worked with what I had: Bentley. I knew Bentley’s presence elicited an emotional response, and this helped my brand stand out in a crowded market.

Lesson #2: Community is much more important than virality

I’ve applied a few principles from How to Win Friends and Influence People by Dale Carnegie to connect with Bentley’s audience. Here’s what I do:

• Show genuine interest – I still take the time to reply to most of Bentley’s followers. Some of them I even know their names and where they’re from.
• Encourage them to share their experiences – People love talking about their own experiencse, stories, and opinions. I invite them to do that.
• Make them feel important – I answer their questions, create content they’ve asked for, and involve them in decisions.

Instead of always chasing the next viral trend, use some of that energy to build real relationships.

Talk to your audience. Ask questions. Get curious about them.

Because those relationships are the real fuel behind long-term growth

An engagement-focused social media presence that acts as your direct market research, FAQ, and community hub help your business grow into something even bigger.

At the end of all this, you’ll have customers who truly believe in you, support you, and want to buy from you.

Lesson #3: Views are nice, but engagement builds the brand

I’ve had posts hit 1 to 3 million views, and I can tell you – they didn’t translate into income anywhere near that scale. While algorithms can push your content, only real humans choose to engage.

Getting viral is more common than ever, but that doesn’t guarantee breakthroughs.

Sure, you can ask bots to like and follow, but those fake accounts will eventually get removed and your own account can get banned. So let’s count that out of the conversation.

What really matters is action-based engagement like real comments, DMs, answering questions, and link clicks. Don’t get discouraged if your first few posts don’t get much engagement. Some people are shy about commenting publicly. They might DM you instead, which is even better.

If people aren’t engaging, you might not have hit the right audience or the right sore point yet. But that comes with time and consistency.

Information + emotion = long-term memory

Want people to remember you? Make them feel something.

That’s what my dog Bentley has taught me, through joyful social media posts that have made thousands of people smile.

The post I made my dog into a social media influencer – here’s what I learnt about small biz marketing appeared first on Inside Small Business.

Too many businesses try to be everything to everyone and in the process, they become nothing to anyone.

The key to standing out? Be obvious and explicit.

The more obvious you are about who you serve, where you operate, what you offer and why you’re the expert, the stronger your positioning will be. Here’s how to lock in your positioning in your customers’ minds and set you up for long-term success

1. Be explicit about who your target audience is

If your ideal customer isn’t clear, your marketing will be all over the place. Your messaging should instantly tell people who your product or service is for. Are you helping small business owners? Corporate executives? Parents looking for organic baby products?

When you’re specific about your audience, the right people will recognise themselves in your message. Instead of saying, “We offer financial advice,” say, “We help self-employed professionals in Australia build wealth with tax-smart investments.” The first is vague. The second is clear and immediately relevant.

2. Be explicit about where you provide your product or service

Location matters, especially for service-based businesses. If you don’t clearly state where you operate, you’re making it harder for the right customers to find you. If you’re an electrician servicing Sydney’s Northern Beaches, say it. If you’re a national e-commerce brand, make it clear you ship Australia-wide. Being upfront about location eliminates confusion and increases the chances that the right people will engage with you.

For example, instead of saying, “We offer premium catering,” say, “We deliver high-end catering for corporate events in Melbourne.” It removes doubt and makes it easier for potential customers to say, “That’s exactly what I need.”

3. Be explicit about your expertise

People trust specialists over generalists. If you’re an expert in your field, own it. Too many businesses underplay their authority. Your potential customers need to know why they should trust you over the competition. Instead of saying, “We do accounting,” say, “We are Australia’s leading accountants for those in the trades.” It immediately positions you as an expert rather than just another Australian accountant in a crowded market.

Highlighting years of experience, industry recognition or a specific skill set can solidify your positioning. If you don’t tell people or show them why you’re the go-to expert, they’ll assume you’re just another generic business.

4. Be explicit about what you offer

If your potential customers have to guess what you do, they won’t bother and they’ll move on to someone they think is a right fit. You need to make it painfully obvious what your product or service is. If you run a coaching business, don’t just say, “I help people grow.” Instead, say, “I provide one-on-one business coaching for hairdressers who want to scale their businesses.” That level of clarity creates a direct connection with the right audience.

Just be obvious

People don’t have time to decipher clever or broad messaging. The clearer you are, the easier it is for your audience to see if it’s a needs match. When you’re explicit about who you serve, where you operate, why you’re the expert and what you offer, you create an instant needs match. When that happens, trust grows, sales increase and your business stands out in a competitive market.

The post “Be obvious and explicit”: Four branding basics you need to stand out from the crowd appeared first on Inside Small Business.

Personal brands have exploded in recent times. With platforms like Instagram, YouTube, TikTok and even LinkedIn, everyday people are empowered to become creators, educators, entertainers, and influencers in their niche, building massive audiences. Personal brands are now media channels.

Add in that trust is at an all-time low, where consumers are skeptical of big corporations and their over-polished marketing, opportunities are ripe for individuals to monetise their personality, expertise, and story to create thriving businesses.

But building a personal brand is not for the faint hearted. To build trust, the person behind the brand needs to be authentic and real. Personal brands that feel human, vulnerable and honest are ones attracting loyal followers and clients. It’s their realness that’s magnetic. Hiding behind a curated façade simply won’t work.

To grow a community and connect with your audience, you’re required to show up and continually put yourself in the limelight. It often requires sharing personal stories, your values, your wins and your losses.

Why building a personal brand can be challenging

To be vulnerable and authentic, it requires removing your ‘mask’ and being exposed. Everyone suffers from self-limiting beliefs and imposters syndrome, let’s be honest! But the really engaging, witty and honest brand personalities are the ones that have the toolkit to overcome these blocks. Despite their fears, they are courageous and show up anyway.

Without the awareness of how the ego works, the tools to manage negative self-talk or how to show up regardless of being fearful, building a personal brand could be triggering and could further impact how you feel about yourself. A strong sense of self is really important when creating and building a personal brand.

How to build a personal brand without being overly vulnerable?

If you are willing to build your confidence muscle, the business growth opportunities available to you are endless. But if you are fearful of being seen, criticised or judged, here are some tips on how to feel safe when posting online:

• Story tell through written captions or stand-out graphic carousels rather than using photos or videos of yourself.
• Let your products or services be the hero – if you are a chef you don’t need to be Nigella, you can use photography of your food rather than images of you.
• Remove ‘distractor’ followers off your social media accounts that you feel may judge you (old friends you don’t really like or family members who are triggered by you stepping into the limelight). I recently removed my family members off mine for this very reason.  
• Surround yourself with a ‘wolfpack’ of people who belief in you – when you feel wobbly, talk to your strongest supporters; they’ll back you in.  
• Unfollow competitor social media accounts who you compare yourself with. Comparison kills confidence so say bye bye to seeing their stuff.

For most people, building a personal brand is a staged process. You don’t wake up one day being bold; it takes time to build confidence and resilience. With practice and the right tools and support, eventually showing up and being vulnerable becomes second nature.  

Still not for you?

If it still feels scary to put your face to your brand, there are other options. Phew! Some of the most impactful brands on social media are faceless, meaning they allow their products, client stories or quotes to do the talking. Examples include:

@humandesign – most of the content is just graphics with educational content

@the.holistic.psychologist – most of the content is advice and tips on self healing from trauma

@shygirlmoney – uses being faceless as a value proposition and part of her offering

Another option is to simply create a business brand, where the brand is all about the product and services, rather than the person behind the business.

The post ‘Personal branding’ is all the rage – but what if you don’t want to be vulnerable? appeared first on Inside Small Business.

Consumers are tired of generic messaging. They want to do business with real, relatable leaders. That’s why people like Alex Hormozi are thriving in the entrepreneurial space (nose strip and gym singlet in tow), they hold more weight than most companies. Their personal brands create trust, which creates demand.

If you’re hiding behind a business name, you’re making it harder than it needs to be. To close more deals and attract better opportunities, you need to be willing to be a little more vulnerable and show the human/s behind the logo.

Trust, authority, and influence in the age of AI

AI can automate just about anything but it can’t replace human connection.

Now more than ever, people crave authenticity. A strong personal brand builds trust faster than any corporate campaign ever could. When people know you, they don’t just buy your services, they buy into your story, your values, and your expertise.

It’s no longer about who has the fanciest looking website or the biggest team. It’s about who can show up, speak authentically, and deliver results. As a leader, it is becoming critical to carve out time to produce quality content. The more touchpoints, across different platforms, the better.

Monetising your brand

A personal brand isn’t only about being “insta-famous” though. You must create clear steps for the consumer to build scalable revenue streams.

The key? Stop trading time for money and leverage your expertise in ways that allow you to serve more people without working more. Even better build a recurring revenue stream, like a subscription or membership. Become the Netflix of your industry.

Here are a few areas to consider:

• Coaching and consulting – High-ticket services for those who need direct access to your expertise. They pay a great deal for your skills to get to where they want to be faster.
• Courses and digital products – This is where I love to play; build it once, make it evergreen, ensure it delivers great results and you could easily add an extra $10k-$30k a month to your business.
• Speaking and media – Get paid for your insights and expand your reach.

You don’t need millions of followers. You just need clarity, consistency, and a reason for people to trust you.

Your next three steps

I wouldn’t be a good coach if I didn’t leave you with clear next steps. If you want to start working on your personal brand then start here:

1. Clarify your niche and message – If you can’t explain what you do and who you help in one sentence, neither can your audience.
2. Show up and share your story – People connect with you, not just your services. What makes you individual is your why, why do you do what you do? What’s the impact or legacy you want to leave behind in the world?
3. Create an offer that converts – Attention is meaningless without an offer. The faster, simpler, easier you can make it for your audience the better. Quality trumps quantity every single time, so dont think volume, think results.

The post Why personal branding is overtaking big marketing budgets in the AI era appeared first on Inside Small Business.

Each of the five major prize winners will receive an updated branding package that includes large-format materials such as custom signage, event displays, window decals, and office wallpaper among others, to help them gain better exposure for their businesses and be able to promote their products and services with an increased level of visibility.

The promotion, which started last 3 February, will run for eight weeks until 31 March, during which the five major winners of the branding makeover will be announced. Small businesses are invited to submit their entries at WeMakePossible.com.au, which should include the reason they believe their business deserves a signage facelift.

“A strong first impression makes all the difference for small businesses. It can give them that distinct edge compared to their competitors,” said Panteha Jadidi, National Marketing Director of Kwik Kopy Australia. “We want to equip small to medium enterprises with the right tools for a brand refresh and to garner their market’s attention. We are excited to see how these facelifts will positively impact their businesses.”           

Aside from the major prizes, Kwik Kopy will also give away prizes with a total value of $12,000. During each week of the promotion period, Kwik Kopy will randomly select three local businesses to each receive a $500 voucher, with a total of 24 vouchers that are up for grabs. Winners will be revealed on Kwik Kopy’s social media channels weekly.

Kwik Kopy Australia says their branding facelift promotion aims to foster a community spirit among entrepreneurs and help businesses thrive through professional marketing materials that can attract their target audiences.

The post Kwik Kopy Australia to provide a branding facelift for selected small businesses appeared first on Inside Small Business.

It’s a lucrative business, and a service people are still paying for, despite many Australians having tightened their belts these past couple of years. ISB sat down with Belinda to talk about how such a luxury, non-essential service remains profitable amid tight times.

Thriving in a resilient industry

First and foremost, Belinda credits her success to her industry.

“I’m not in the photography industry, I’m in the pet industry, which is a huge industry, and it’s growing exponentially,” she says. “Even through this cost-of-living crisis and interest rate rises and all that sort of stuff, the pet-care industry just keeps going up and up and up. It seems to be somewhat bulletproof.”

Indeed, data from IBISWorld pegs the global pet industry’s worth at US$3.7 billion, with the market having grown 4.8 per cent each year, on average, between 2018 and 2023. A rise in the number of competitors for Belinda has reflected this upwards trajectory. When Belinda started Frog Dog Studios, in 2017, her business was one of the very few dedicated pet photography studios in Melbourne. Today, she notes, the market has become much more saturated.

Yet Belinda has distinguished herself within this competitive space. She’s built a reputation as a leader in her field, with an email signature full of awards and honours and a portfolio of beautiful images to prove her artistic prowess. Which brings us to reason number two for Frog Dog Studios’ success: Belinda’s reputation in her industry.

Building a luxury brand and reputation

Another pillar of Frog Dog Studios’ success is Belinda’s dedication to cultivating a luxury brand image. With 20 years of experience under her belt working closely with animals, a fine arts degree, and a decade of pet photography, the entrepreneur has built a reputation as one of the finest service-providers in her area.

“I’ve worked a lot on brand recognition and putting myself out there as a luxury product,” she explains.

As a result, her clientele has shifted towards an ideal demographic: wealthy DINKs (dual income, no kids).

“My clients, generally, they haven’t got a mortgage yet and they don’t have kids yet, or they don’t want children, or they are older and their kids have flown the nest,” Belinda explains. “They’ve paid for their house and now the dogs are their kids.”

This sort of customer has no problem spending money on luxury items for their pets, Belinda says. And while some enquiries come from people looking below her price range, Belinda says she’s seeing fewer of these, as her branding attracts clients who expect a premium price.

The power of sentimentality

It’s not just that Belinda’s average clients have some extra income at their disposal. She’s also selling a service that taps into people’s emotions, their appreciation of art, and their sentimentality for their furry friends.

“People are realising that photography is something that’s for life,” Belinda says. “Something that you put on your wall or print into a book is something you can go back to for years and years and years to come. That’s something I hear from my clients a lot – that they wish they had photos of their dog from when, you know, they were a kid or whatever.”

With pets increasingly considered family members, Belinda believes this sentimentality will continue to drive demand, making it a valuable advantage for businesses in the pet industry.

This article first appeared in issue 47 of the Inside Small Business quarterly magazine

The post Frog Dog Studios on selling premium, niche services in a tight economy appeared first on Inside Small Business.

Marketing is a big deal for the business: Founder Chloe De winter reveals that it spends approximately 30 per cent of its revenue on marketing operations. ISB interviewed De Winter on Nala’s marketing strategy and why it works so well for the business.

A shorthand for what a brand stands for

The obvious benefit of these viral campaigns is that they draw eyeballs, getting people talking about the business and attracting new customers. But De Winter says there’s more to them than that.

“It’s allowed people to quickly understand what we stand for,” she explains. “We spend approximately 30% of our revenue on marketing. As a purely online brand looking to disrupt a pretty outdated industry, this is the best way to get our message across.”

Nala champions an array of progressive ideas in both its marketing and its products. Apart from campaigning against the censorship of women’s bodies in its viral marketing stunts, the brand’s messaging makes clear its commitment to diversity. Many of its promotional materials depict models with diverse body types and gender identities.

“We’ve been able to make these products so that they can be loved by people no matter their size, shape or gender,” De Winter enthuses. “Ultimately if we can push the industry forward even in a small way, we’ve done our job.”

Making values-driven marketing look authentic

Nala is a good example of how small businesses can show that their values really are authentic. According to the De Winter, “a lot of time” was spent refining the business’ irreverent brand voice. In one of its Black Friday ads on Instagram, for instance, the brand claimed being “really sh*t at maths” as the reason for its generous discounts. The authentic tone of its communications makes Nala’s values-driven marketing look more authentic, too.

When it comes to proving the authenticity of its beliefs, the business is also not afraid to put its money where its mouth is. Recently, for instance, it has partnered with and diverted funds to women’s health not-for-profits like Share the Dignity and the McGrath Foundation.

Why values-driven marketing can be such a smart move for a small business

Nala’s values-first branding, though genuine, has always been part of a calculated business strategy. De Winter says that her brand’s political bend helps her products stand out in the uber-saturated undergarments business.

“In a crowded market, we needed to find our point of difference,” says De Winter of the business’ beginnings. “…We get noticed first for our brand, but once someone tries our products, they come back for more.”

According to De Winter, the brand’s aggressive marketing has paid off in spades, generating a loyal customer base and community. The founder says that 70 per cent of Nala’s customers make repeat purchases. With its marketing efforts succeeding, the business is now focussing on extending its range of styles and sizes.

“We’ve been working so hard on this for over 12 months and we just know our customers will go crazy for it,” says De Winter.

The post Why Nala spends 30 per cent of its revenue on its values-driven marketing appeared first on Inside Small Business.