6 min read

Rebranding often sounds like something only big companies can afford – think Domino’s famous makeover after admitting their pizza “was terrible” (they spent millions on it!).

But small businesses don’t need a Domino’s-sized budget to make a splash. A smart, focused refresh can energise your brand and attract new customers without breaking the bank. In fact, research shows companies typically spend 5–10% of their marketing budget on rebranding (some say as much as 10–20%), but you can do a lot on a shoestring by zeroing in on what really matters. The trick is to start with a clear brand story and identity, then use low-cost tools and creative hacks to update your look and feel.

Think of your brand story as the foundation: ask why you exist, what you stand for, and who you serve.

You don’t need a huge budget to craft a compelling narrative – it’s free to get clear about your mission, values and the emotions you want to evoke. Remember: 64% of consumers form loyalty because of shared values, so telling your authentic story will pay off even if your logo is hand‑drawn. A strong story lets you take charge of how people talk about you; otherwise they’ll make up their own story (and often get it wrong).

Start with a checklist.

Before you hire anyone or edit a pixel, define the basics of your new brand identity. At minimum, make sure you have:

Logo: Even a small tweak (like adjusting colours or fonts) can modernize your logo. Sometimes you don’t need a full redesign – a simple logo shift might be all you need.
Colour palette: Pick 1–3 key colors and use them consistently. It sounds simple, but colours matter: consistent palettes can improve brand recognition by ~80%!
Fun fact: 95% of top brands stick to just 1–2 main colours.
Write down the hex or Pantone codes so everything matches.
Typography: Choose 1 or 2 fonts that suit your brand’s personality (e.g. a friendly sans-serif or a quirky script). Keep it readable for your audience. You can find free Google Fonts or affordable font pairs online.
Visual style: Decide on a photo/illustration style (bright and airy? retro posters? hand-drawn sketches?) and stick to it in your graphics. This ties into the “look and feel” of your brand.
Domain name and handles: If your business name isn’t on a matching domain (or on social media handles), consider a small name tweak or adding a descriptor. It’s usually cheap to grab a `.co.uk` or new `.com` for £10–15/year. Maintaining a consistent name online is crucial.
Brand voice: Define your tone. Are you formal or playful? Write 3 “brand adjectives” (e.g. friendly, honest, witty) and keep them in mind for all marketing copy. You want your messaging to feel like a person, not just a logo.

These elements don’t all cost money to define – they cost thought. But having them ready will make any design work or writing you do far more focused (and effective).

Smart Design Tweaks (Without a Studio Bill)

You don’t have to hire a top agency to freshen your design. Even small changes to graphics can feel like a rebrand. For example, updating your brochures, website banner or signage in your new colours can “lift the entire feel of your company”. Branding legend Paul Rand famously said “Design is the silent ambassador of your brand” – even small shifts in design speak volumes.

Logo redesign (on the cheap): If you need a new logo, try cost-effective options. Websites like Fiverr and Upwork let you hire freelance designers worldwide. According to Fiverr’s own data, entry-level logo gigs can be as low as \$5–\$75, with mid-level work \$75–\$350. In practice, good small-business logo packages often average around \$63 (≈£50).

If you prefer a DIY route, tools like Canva, VistaCreate, or the Fiverr Logo Maker allow you to customise templates – some even free (basic plans).

Remember, major brands didn’t start fancy: Nike’s original “swoosh” cost just $35 and a student designer, and even Coca-Cola and Google kept things in‑house at effectively $0. That’s the spirit of budget branding – start simple and upgrade later.
Colour and font choices: Once you pick a palette, use it everywhere. Stick to it on social media, print, your website, emails and even on staff uniforms or store decor if possible. Consistency is key: Forbes reports that a consistent brand presence can boost revenue by 23%. Fonts should be used uniformly too. Pick one for headlines and one for body text, and use them in ads, slides, signs, etc.
Refresh your materials: Look at the things your customers see most. Is your shop window art looking dated? Swap in a new printed poster or chalkboard sign. Are your menus or business cards still using old branding? Have a new batch printed or stick on refreshed labels. Even free methods can help: apps or free graphic websites let you design a quick flyer or social post in minutes. For instance, free photo editors like GIMP (a Photoshop alternative) can touch up images, and free email services like Mailchimp can launch a branded newsletter.

Checklist of key elements (for printing/design): Having a simple “brand sheet” helps you or any freelancer stay on track.

Low-Cost Talent and Tools

You’ve got your plan – now how to execute it affordably? Tap into the huge world of budget-friendly resources:

Canva & online design platforms: Canva (free tier available) offers thousands of professional templates for logos, social posts, flyers, presentations and more. Its drag‑drop interface is beginner-friendly. Upgrading to Canva Pro (≈£12/month) unlocks premium assets and branding tools, but many essentials are free. Alternatives like Adobe Express or VistaCreate similarly have free templates you can adapt. These let you create polished graphics without design skills.
Freelancers and marketplaces: If you prefer handing off the work, websites like:
- Fiverr
- Upwork
- PeoplePerHour (UK-based)
- 99designs (for contests)
showcase portfolios and reviews so you can find someone to match your style and budget.

As mentioned, average Fiverr logo jobs run about $63, and even package deals (logo + business card design) can be found under £100 if you shop around.

For web work, a basic site build on WordPress, Squarespace or Wix can cost as little as £150–£300 with a freelance developer (or DIY!), versus thousands from an agency. (Just clarify milestones and set a fixed price up front.)
Local creatives and students: Don’t forget community talent. Local colleges or art schools often have students seeking real projects (sometimes for a portfolio or small fee). Posting a gig on a community board or student forum can yield affordable designers. Similarly, sign-writers and print shops may offer trade discounts or modest rates for small business clients. For example, a basic storefront sign might only run a few hundred pounds, depending on size and material.
DIY hacks: You can also do plenty of tasks yourself, and what you don’t know, you can learn on Youtube. Use your smartphone camera for decent-quality product or shop photos (natural light is your friend). Write copy with the help of tools like ChatGPT to draft slogans or about-us text (just edit for personality). Make a short brand video or timelapse on your phone to share your rebrand story on Instagram or TikTok – it costs only your time. Even recording customer testimonials on your phone can humanize your brand at zero cost.

Budgeting or calculating costs? A simple calculator or spreadsheet is all you need to plan out your rebrand costs. You might find you spend just a few hundred pounds on key elements. (For context, professional signage can range from as low as £200 to £30,000, so smart choices matter.)

Spread the Word (without expensive ads)

Rebranding isn’t just about new visuals – you’ve got to let people know! Luckily, many marketing channels are free or low-cost:

Social media launch: Plan a fun reveal of your new branding. For example, post a before-and-after video, or run a giveaway with new-logo merch or a sample product. Encourage shares by telling your story: people love to support local businesses. You can even do a quick online poll: “Which new logo version do you prefer?” – this engages customers and makes them part of the process. (Pro tip: 64% of consumers align with brands that share their values, so hint at your values in these posts.)
Local press and blogs: Send a brief press release or email to local newspapers, magazines or bloggers about your makeover. Many local media outlets are eager for community stories. Highlight something unique (e.g. “small bakery goes green with eco packaging”) to catch their interest. Even if you don’t spend on ads, earned media coverage can feel like free promotion.
Email newsletter: If you have a customer email list, announce the new look in a friendly newsletter. Share the “why” behind the change and any special rebrand offers. You can set up a simple email template and send updates easily.
- Mailchimp’s free tier allows up to 2,000 subs
- MailerLite’s free tier allows up to 1,000 subs
Collaborations and referrals: Team up with a non-competing local business for a joint promotion. For instance, a bookstore and a café could cross-promote each other’s rebrands on social media. Word-of-mouth is powerful and costs nothing.
Consistent presence: No matter where you post (Facebook, LinkedIn, Instagram, even Google My Business), use your new logo, colors and tone. Forbes notes that a consistent brand presence “can increase revenue by 23%”. In other words, make sure your website, Google listing, flyers, business cards and even voicemail greeting all reflect the same refreshed identity.

Keep Costs Down With Planning

Remember that thorough planning saves money. Create a simple timeline: sketch out tasks like “Week 1: finalize logo & colors,” “Week 2: update social media profiles,” etc. Stick to your brand checklist so no element is overlooked. If you hire freelancers, get clear quotes upfront and set a fixed scope. Always review drafts closely to avoid many rounds of revisions (each extra hour can add cost).

Above all, be strategic. As branding consultant Fran Johnson of A Dozen Eggs advises, make sure new design work “matches everything else” in your brand – consistency is key. Focus on the pieces with the highest impact (your logo, front-window sign, website header) and phase in other changes over time.

Pro tip: As you rebrand, ask for customer feedback. A quick survey or social poll about your new logo or shop design can give insights (and free content for engagement).

Once you’ve refreshed your brand, keep it alive. Regularly post on social media, wear your new logo at events, and look for free marketing opportunities (like guest blog posts, speaking at local meetups, or listing your new brand on directories). The more places your updated brand appears, the more people will recognize and trust it over time.

Checklist:

Before you launch, double-check you have:

Final logo files (in color and black/white, various sizes)
Brand color codes and fonts documented
Updated website and social profile graphics
New business cards or flyers (if needed) printed
An email or post announcing the change
Google My Business/business directory listing updated
A plan for communicating the change internally and externally

By focusing on these essentials and leveraging free or low-cost tools (Canva, Fiverr, local sign shops, etc.), you can rebrand with real flair and minimal expense. Even with a limited budget, a coherent new look and story can make a big impact – helping you stand out and grow.

Downloadable PDF:

For a handy guide, check out our free “DIY Branding Checklist” PDF. This one-page checklist ensures you won’t forget any element when you roll out your budget-friendly rebrand.

Conclusion

I hope you find these tips useful for your DIY branding journey. If at any point you feel you could use a professional touch, I’d be happy to help. Feel free to get in touch, and we can chat about what you need and how WONKY Design Co can assist.

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