The Rise of ‘Quiet Branding’ and How to Apply It to Your Small Business

From loud, flashy advertisements to eye-catching logos and designs, many businesses have traditionally used bold techniques to try to capture consumer attention, especially in an effort to stand out in increasingly competitive markets. While this approach can work for some, others have been finding success by taking a subtle, “quieter” approach to branding. This strategy is called quiet branding.

What is quiet branding?

When you think about what it takes to successfully brand a business, the word “quiet” might not be the first that comes to mind. However, quiet branding can be a powerful approach that embraces a minimalist brand identity.

Instead of producing materials and written content with “sales-y” language, bright colours, and a sense of urgency, for example, quiet branding can incorporate subtle visual elements, neutral colour pallets, and simple packaging, creating a more elegant and sleek appearance.

Businesses that engage in quiet branding may do so to emphasize the quality of their products and avoid any sense of sales coercion to their customers. Quiet branding can also be incorporated into brand storytelling, as messaging can appear more thoughtful and authentic rather than overtly gimmicky.

Why is quiet branding on the rise?

One of the reasons why quiet branding is growing in popularity is due to the increasing demand for authenticity from consumers. 90% of consumers value authenticity when choosing which brands to like and support.

The drive for authenticity also aligns with younger generations. Millennials and Gen Z, in particular, have strong preferences for “real and organic” brands, with 90% of Millennials saying brand authenticity is important to them and 92% of Gen Z who say being authentic and true to oneself is “extremely” or “very important.”

Quiet branding strays from showy, over-the-top, and performative techniques, allowing small businesses to genuinely showcase their products to an audience that values this authenticity.

A similar trend that’s been taking over fashion and lifestyle marketing is quiet luxury. An example is clothing featuring minimalist designs and high-quality materials with no branding or logos. In 2023, Google searches for this term surged by 614%. As a small business owner, particularly if you have limited budgets for branding, focusing on the quality of your products can be an advantage over investing in extravagant packaging. This approach can create a clean, aesthetically pleasing image that appears more upscale.

What are ways small business owners can apply quiet branding?

The way you apply quiet branding to your small business may vary depending on your industry and the types of products you sell. However, here are some elements to keep in mind:

• Minimalist visual identity: Quiet branding often uses neutral colours and a lack of logos or graphics, so that the overall aesthetic is calming. However, this identity should be consistent across various touchpoints (e.g., website, packaging, social media) so that it’s clear you’re adhering to this aesthetic. Of course, staying on brand is an important way to boost recognition, but there are ways to incorporate a sleeker, “less is more” approach, such as on your product packaging and digital designs.
• Focus on product quality: One of the goals of quiet branding is to emphasize the quality of a product. This will depend on your small business, but if you can spotlight the quality ingredients or materials used (such as through a minimalistic design on the packaging rather than a flashy campaign), you can let the product do all the talking. Using environmentally friendly, sustainable materials in your products, for example, can be an excellent way to demonstrate quality and reinforce your brand’s authenticity and purpose.
• Develop purpose-driven messaging: Despite having quiet in the name, this branding strategy doesn’t mean you should stop all marketing behind your products. It is about being intentional with the way you share your story. Rather than using sales-driven language, you can share your story and mission, showcasing your authenticity to consumers at the same time. 63% of consumers prefer to purchase from purpose-driven brands, so emphasizing this in your message can be beneficial.

If you are considering refreshing your small business’s branding, determine if there are areas that you can simplify or reduce so you can allocate more funds to creating high-quality products. For instance, consider your in-store ambience and whether it reflects the sleek, quality vibe you’re looking for.

Whether it’s your business card, logo, signage, or packaging, consider how you are currently marketing your small business and assess whether the visuals align with the identity you want to convey to consumers.

Small Business Solutions with The UPS Store

Our team at The UPS Store is here to help elevate your small business with our printing, shipping, and packaging services. Looking to rebrand or refresh your materials? Check out our online print shop to get started or visit us at a location near you today.