Hestory
How much does branding cost in the UK?
Men from MarsStartups & small business
Five Brand Checks for Small Businesses Before the Black Friday Rush
With Black Friday on 27 November, run these five quick brand checks on your website, packaging, emails, social and customer experience first.
Black Friday is on Friday 27 November this year, and the weeks around it send more people to your website, shop and inbox than at any other time. That makes it a good moment for a quick brand health check. These five take less than a day.
In this article
1. Look at your website as a stranger would
Open your homepage on a phone. Within five seconds, can you tell what you sell, who it’s for and what to do next? Is the page fast and easy to read? Many visitors will be new, so the first screen needs to do the work. See whether your website reflects your brand.
2. Check that everything looks like you
Open your website, emails, social posts and packaging side by side. Do the colours, fonts and tone match? Small mismatches add up and make a brand feel less trustworthy. If anything is off, use a one-page brand sheet to bring it back in line.
3. Test your packaging and delivery
Order from yourself. How does the parcel arrive? Is the packaging protected, branded and easy to open? The unboxing is often the only physical moment you’ve with a customer. Our guides to packaging design and food and drink packaging can help you improve it.
4. Review your messages
Read your sale emails and social posts out loud. Do they sound like you? Are the promises clear and honest? Are the end dates real? Our tone of voice guide will help you stay recognisable when you’re shouting about a sale. Also read our piece on protecting your brand before Black Friday.
5. Plan the afterwards
What happens after someone buys? A thank-you, a useful follow-up, an invitation to join your list or review you. The weeks after Black Friday are when new customers decide whether to return.
A simple scorecard
Rate each area from one to five.
| Area | Score | One fix |
|---|---|---|
| Website first screen | ||
| Visual consistency | ||
| Packaging and delivery | ||
| Tone and honesty | ||
| After-purchase follow-up |
Fix the lowest score first. A small improvement in the weakest area usually beats a big improvement in the strongest.
Do not try to fix everything
If you only have time for one thing, make sure the first screen of your website is clear and your packaging arrives in good condition. Those two are what customers notice first.
Need support?
We help small businesses make their brand work harder, from quick audits to full identities. See our small business branding agency page or book a free brand consultation.
