Marketing - not the backside of business

Understanding the value and cost of brand and marketing

If you’re a small business owner, you’ve likely put everything into your business, your time, energy, and belief in what you do. But when it comes time to grow, whether that’s opening a new space, launching a service, or ramping your brand to the next level, the marketing and communication side of things can come as a surprise, but let's take a closer look. Marketing should never be considered the backside of business.

It’s not uncommon for business owners to feel overwhelmed when they start exploring what it takes to build or refresh a brand properly. What initially feels like a simple list, a logo, a website, a few social media posts, often turns out to be more complex, and more costly, than expected.

This post is here to demystify those costs, explain where the value lies, and help you plan with confidence, not confusion.

Why does marketing cost what it does?

1. Marketing isn’t a one-off, it’s a process (A journey)

Great marketing isn’t about ticking boxes. It’s about creating something that actually works. A logo, for example, isn’t just a pretty symbol, It’s your first impression. Your digital voice. A good one reflects who you are, what you stand for and why it matters. This takes strategy, not just design. And strategy takes time.

2. You’re not just paying for outputs. You’re paying for expertise, experience and craft. (IP)

Behind every website, every post, every printed piece of signage is a team of people with skill, tools and time. From writers and designers to developers and strategists, each person brings a layer of thinking that helps your brand not just look good, but make sense to your audience.

Add to that the cost of software, planning tools, admin, revisions and project management and suddenly that flyer isn’t so “simple” after all.

But what about AI? Isn’t that meant to make this easier?

AI tools, like design generators, chatbots and content writers can be a brilliant support for small business owners. They’re fast, scalable and increasingly accessible. At Yellow Bunny, we use AI thoughtfully as part of our process too. We'd be mad if we didn't! But here’s the truth: AI is a tool, not a strategy.

It can save you time, yes. It can help you create content faster, test ideas or automate some of the repetitive tasks. But it can’t:

• Understand your customer on a deep, human level

• Build a brand voice that truly feels like you

• Create a cohesive experience across every touchpoint

• Replace the value of relationship-led marketing

• Speak human, authenticity and get real, like you brand.

We’ve seen businesses rely heavily on AI-generated branding or websites, only to discover later that their messaging doesn’t land, or their visuals don’t feel quite right. That’s because tools can only take you so far. They are learning yes, but you still need vision, strategy and craft behind the scenes.

Think of AI as your assistant, not your advisor. It’s great for helping you do, but you still need clarity on what to do and why.

What should you actually budget for?

Great question! You should always start with a budget in mind. What is affordbale and get advice on what's possible within that budget. While every business is different, here’s a rough starting point we share with small business owners looking to grow:

Marketing Need	Estimated Range (AUD)	Purpose
Logo & brand kit	$1,500 – $3,500	Sets your visual identity & brand tone
Website (template-based)	$3,000 – $6,000	Your digital shopfront – needs to convert
Social media setup & strategy	$1,200 – $2,500	Foundation for ongoing visibility
Launch campaign (basic)	$2,500 – $5,000	Builds awareness, traffic & momentum
Ongoing social media support	$500 – $2,000/month (varies)	Keeps your business visible & engaged

These estimates reflect streamlined, template-first approaches. Fully custom solutions, or high-growth campaigns, will sit higher.

Can it be done more affordably?

Yes. And we believe it should be, especially at the start.

If you’re just finding your feet, it’s okay to start small:

• Focus on getting your brand basics right (logo, colours, tone)

• Build a one-page website with room to grow

• Use templates and schedule tools for social media

• Save the bigger campaigns for when you're ready to scale

  
  

It’s all about phasing your investment, so you’re not stretched too thin too soon.

We offer packaged options and simplified solutions to support that journey, without sacrificing quality or impact.

The takeaway?

Marketing isn’t just design or content. It’s the engine that drives visibility, credibility and trust. It’s the story people tell about your business when you’re not in the room.

And yes, while tools like AI can help you move faster, the real impact comes from what you say, how you say it, and why it matters.

At Yellow Bunny, we’re here to make marketing more human. That means honest pricing, clear advice and ideas that match where you’re at, not where we think you should be.

Want to explore what a right-sized approach might look like for you? We offer free 30-minute consult chats to help you map it out no pressure, no jargon, just a real conversation.

info@yellowbunny.me