It’s Not the Product. It’s the Packaging.
Here’s how I spot an amateur brand instantly and what you can do about it.
I can spot an amateur brand a mile away. And no, it’s not always the product. In fact, sometimes the product is amazing. But everything around it? Not so much.
There’s a reason for that. You’re focusing on the product and not the branding or packaging. And honestly? That makes perfect sense. You're a maker, a formulator, a baker, an artist. Branding is not your thing. But it is mine.
So let’s talk about what’s getting in your way, what it’s telling people about your business, and what you can do to fix it.
Because The good news? You can absolutely fix it.
1. Start with your brand story
If you’re slapping your name on a candle, or soap, or cookie, or serum and calling it a day, you’re skipping over the good stuff. A real brand starts with why. Why this product? Why you? Why should anyone care?
Spoiler: no one’s going to care if they can’t get past the amateur design work.
You don’t need a ten-page mission statement. But you do need a clear vibe. Is your brand chic and elevated? Playful and nostalgic? Wild and woodsy? That personality needs to come through at every single touchpoint. I’m talking logo, labels, menus, website—all of it.
2. Stop letting your supplier design your label
I’m begging you.
Just because you’re using a private label or contract manufacturer doesn’t mean you should use their default design. Yes, it might be better than what you can do on your own, but that’s not a brand. That’s a placeholder.
I know you’re excited to launch. But if your label looks like every other candle or lotion out there, what’s going to make people remember you?
Also, those free templates? Let’s just say they’re not doing you any favours.
3. Professional design doesn’t have to mean big agency
You don’t need a branding agency and a $25K budget. But you do need to work with someone who understands packaging, product, and brand strategy. Someone who can help you make it look intentional, not improvised.
A good designer will ask you questions you haven’t thought of yet. A great one will make sure your brand not only looks good but makes sense.
4. Homemade ≠ Amateur
Let’s be clear: “homemade” isn’t the problem. In fact, for some products, that’s part of the appeal. What is a problem? When the homemade energy spills into your visual identity in ways that look unpolished, inconsistent, or off-brand (and brand-less).
Hand-poured? Lovely. Pixelated logo scanned from your notebook? Not so much.
5. Consistency is everything
I’ll say it louder for the people in the back: your packaging is part of your marketing. If your labels don’t match your website, and your tone doesn’t match your visuals, people will feel that disconnect. Even if they don’t know exactly what’s wrong, they’ll sense something’s off—and they won’t buy.
Branding that works isn’t about being flashy. It’s about being cohesive. If everything looks like it belongs together, you’ll come across as confident and credible—and that’s what sells.
You’ve got a great product. Let’s make sure it looks like it.
If you’re ready to upgrade your packaging, rethink your visual identity, or finally look as legit as you know you are, I’d love to help. I work with small businesses ready to level up—and I keep it personal, strategic, and fast.
Get in touch and let’s talk about how we can make your small business look like the big deal it deserves to look like.
