Send a positive brand message with customised business labels

business packaging

30th November 2016

3 Minutes

You should make the most of every opportunity to reinforce your brand image and, at the same time, leave your customer confident in the knowledge that you’ve put the effort into the care of their purchase.

How to send a positive message with customised business labels

An effective way to do this is by using custom printed labels on your packaging. Going that extra mile with little touches like this provides another opportunity to further define the brand for your customer, while helping to make a more personal connection with them.

The following tactics could set yourself apart from the competition, simply by making a few changes to the way you package your items for mail and shipping.

Design your own labels

It’s easy to create custom printed labels using specialist design software. Some label manufacturer’s such as Avery enable you to download label templates from their website to match your label-printing paper, so you can quickly produce a batch of custom printed labels whenever you need them.

You can also produce simple designs using Microsoft Word or Pages, or you can invest in a professional design programme such as Adobe Creative Suite. Make sure to factor in the cost of the ink or toner used to print your labels, which will depend on the size and colours used in your design.

In the UK, many letters and parcels are machine read to speed up delivery. To prevent your label design causing any delays to your service and upsetting your customers, be sure to take note of the following considerations:

  • Leave sufficient space between any logos or imagery on your label and the delivery address.
  • Print the delivery address in a dark colour onto a light or white background – a lack of contrast may prevent the address being read.
  • Use a clear, easy-to-read font for the delivery address, left aligned, with no commas or full stops.
  • Download ready to print labels. If your business sends large quantities of mail, and already has a Royal Mail Postage Paid Impression (PPI) licence number, you can download ready to print PPIs for your labels from the Royal Mail website.
  • PPI marks should appear on a white background, 5mm in from the top edge and 5mm in from the right edge of your envelope or parcel.

While custom labels can add that added that little something extra, there’s a few other consideration to thinks about when it comes to packaging up your parcels.

Tissue or filler paper

Protecting delicate items with the bubble wrap or tissue is a must, but it can also be used to wrap up or cushion other items. This will demonstrate to the customer how important the sale is to the seller.

Whether you use branded paper or simply opt for plain packing paper in the recognised colours of your brand, this small attention to detail will ensure consistency throughout all aspects of the customer’s journey with you.


Word of mouth is extraordinarily powerful in business, so preserving your reputation and doing all you can to elevate it is hugely important. Leave your customers with great things to say about your brand by including a small product sample with every package you post.

Offering a small gesture like this will let the customer know that your relationship with them is just as valuable as the purchase.

Thank you notes

Sellers who go that extra mile and include a thank you note in each package will be remembered fondly by their customers. After all, with so much competition out there it’s a small but impacting gesture to recognise and appreciate that they’ve chosen your business.

Whether printed or handwritten (often more personal), use branded card or paper and be sure to include the customer’s name. Close the note with a professional yet warm sign-off.

So many businesses forget the smaller touches once the sale has been made, but doing so can go towards customer retention. Make the most of every opportunity post-sale – whether with packaging or customer service – and reap the rewards in the knowledge that your customers are likely to buy another product or use your service again.

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