5 Cost-cutting Ideas for Creating a Branded Customer Gift
Creating branded customer kits or thank you gifts is one of my favorite ways to bring a brand to life but most importantly— to make customers feel valued, seen and appreciated.
As a side hustler turned small business owner, I’ve developed a few tricks over the years for creating branded packages and experiences that cut costs without cutting corners.
01
First, start with what you can afford, not what you want to create.
A lot of people think I spend a lot of money on my client gifts because they appear so custom.
But 90% of the work is in retrofitting my design to my budget and researching my options for affordable boxes, printables and gifts.
For my client kits, I knew I wanted to gift my custom brand clients with an embosser with their new logo on it. Since most of the budget goes to this one special item, I had to find or design other items that could be purchased in bulk to bring individual costs down and be small and lightweight enough to bring shipping and packing costs down. (Bigger items = bigger boxes = higher costs)
I decided to add in custom mugs that I could buy in large quantities and use long-term for other branded gifts or giveaways in the future. By buying in bulk, the cost per mug in each of my client kits came down to less than $5. I ordered a sample of my mug first to check the quality and see how heavy it was. I picked a matte black ceramic mug that had just enough design details to look distinct but light enough that it wouldn’t add too much weight to the box. Picking a standard-sized mug also meant that it would likely fit in a standard-sized box.
I also include a mini Daruma—a lightweight, paper mache Japanese doll for good luck and goal-setting. It’s a mini-version and is made of paper so it adds almost no weight. I packaged it in a small muslin cloth bag with distinct black tie that could be purchased in packs of 100 for cents on Amazon.
—Tips:
+ Use standard sizes. I intentionally design around standard paper, box and sticker sizes to keep costs down and ensure I can buy things with greater speed, flexibility and at small quantities. A lot of my budget-branding materials use paper from Paper Source because there are locations I can walk to or order from online in case I ever need to brand in a bind.
+ Consider weight. I work remotely with clients from Hawaii to New York, so shipping can become expensive. My gifts have to be as lightweight as possible to bring down shipping costs.
+ One size fits most. The higher the quantity, the cheaper the unit cost. So I try to find smaller items that I can buy in "bulk." For me, it is still a relatively small quantity (like 10-20), but enough to bring down some costs. And, I don't like to store too much since I mostly work out of my house.
02
You don't need to put your logo on everything.
The first thing people want to do when they get a new brand, is to put their logo on everything.
But as much as you love your brand and your business means so much to you, most people don’t have the same attachment to your logo as you do. And as I always say, a logo is not a brand.
Think of how you can embody the spirit or mission of your brand in ways that would be more meaningful to others.
For example, my clients are solopreneurs, side-hustlers, and small business owners. They come from different corners of the world, industries….different genders and generations…but they all have one thing in common: they’re self-made.
I wanted to create a mug that celebrated this commonality. Instead of putting my logo front and center, I designed a matte black ceramic mug with the phrase “self-made” in black ink for a subtle tone-on-tone look. I tend to stick to neutrals so that it doesn’t clash with their own decor or style preferences.
I chose a mug because it is both useful and universal. And whether they drank coffee, tea or water to fuel their ambitions—the phrase would remind them of their journey and keep them going. (Also makes a great pen holder at a desk :) )
It may feel very unbranded. But ironically, I like unbranded things. And I didn’t want my logo to be screaming in their face every morning, so I kept it super tiny on the back.
—Tips:
+ Put yourself in their shoes. Ask yourself: What do they need right now? What would help them be successful in this moment?
+ Make their lives easier. What can I give or create that would make it easier for them to succeed?
+ Give them something they want. What is the one thing they wish they had? In my client kits, I include a logo embosser with their new logo so they can make custom branded gifts themselves. (Woah, meta.) But in all seriousness, it's usuallly a nice-to-have not a necessity so my client's don't always get it for themselves. Which makes it a nice surprise when someone gifts it to them.
03
Details make the difference.
I’m crazy about design details. My friends gave me the hashtag #bougieonabudget and I embrace it fully. 😂
Example: Google black gift box and you will find a million options. Any of them would probably have been just fine for my client gift. Google small muslin bag and you would also find a million options. All perfectly fine and affordable.
But the container you place things in is so important. It’s the first thing the person touches and experiences. It sets the tone for how they will experience and perceive the value of what is inside and in store for them.
I searched high and low for a muslin bag that didn’t just look basic. I finally found one with a black string detail to tie the bag into the rest of the aesthetic.
I also ordered and tested a bunch of different boxes until I found the perfect-sized box that would look as if it were custom made to the objects inside. Everything fits snug with no extra space for items to move around or fall out of place.
I also wanted an envelope flap and magnetic closure to elevate the box just a bit more. The one I am using is easily found on Amazon and I sought a matte finish to match the uncoated krinkle paper and matte ceramic mug (and my brand). See how we’re branding without ever using a logo?
For the finishing touches, I tied a suede black string around the box with a hand-embossed tag with the client’s name on it.
—Tips:
+ Size matters. If you are packing a box, keep the margins around your objects small and even all around so objects don't move and it looks as custom as possible.
+ A little searching goes a long way. Don't stop at the first option you see. It might be just good enough, but there might be something even better (and more in-brand) waiting to be found. Most of what makes my kits look custom isn't cost, it's persistence.
+ Nice enough to keep. I try to find containers and packaging that people want to keep or reuse after they’ve taken out their gift to reduce waste.
04
Think outside the box.
I know, so cliche. It hurt as I wrote it.
But it’s 4am and I could think of nothing else.
Here’s what I mean….
For this kit, I needed a small card to go in the bag with my Daruma dolls and explain what it is and how to use it. I measured my bag and knew anything up to 4x3 would work.
But using cost-cutting tip #1, I decided on a business card size because they are cheapest to print and I wanted it to be really thick, so I knew I wanted to use Moo’s Luxe paper line with black seam edge to tie it all into my brand.
But here’s a tip, just because it says business cards doesn’t mean you have to make business cards. I look for the size and paper quality I want in whatever category or label it can be found or printed. A lot of people get stuck on how things are labeled when buying or designing online, they think if it says “flyer” or “postcard” they need to make a flyer or postcard. But here’s where you can get creative and save money by just well… thinking outside the box.
Damn. there it is again.
05
Make it personal.
One of the biggest mistakes I see in branding is when people try so hard to look professional and polished that it can become impersonal or “corporate”.
But remember, people buy from people, especially when it comes to small businesses.
This can be as simple as a handwritten thank you note or signature. In my client kits, I include a personal note and gift tag with their name (not their companies). As much as we worked together on their brand or business, I want this to be a gift for them.
I also adhere a small folder with pocket to the inside top of the box. In it, I place in a handful of envelopes in the colors of their brand that I’ve personally picked out and embossed with their new logo. And the daruma doll that I pick is in a color of their brand or that I think they would like personally based on what I know about them or their favorite colors.
This may seem like a lot of work, and I can’t tell you how many DM’s I get about why I put so much time and effort into my packaging or client gifts. And my answer is simply, “why not?”
