What Small Businesses Get Wrong About “Doing It Themselves”
There’s something noble about the DIY spirit in small business. Bootstrapping, learning as you go, and trying to save money wherever possible are hallmarks of getting businesses up and running, and I credit them for catalyzing a profound amount of growth in a business’s beginning stages. There usually comes a tipping point in the journey, though, where the DIY mindset stops serving you and your brand. The time spent on tasks for which you are NOT an expert costs you more than you stand to gain by redirecting your focus in the places where you shine. Let’s unpack the research on how DIY efforts in branding and marketing can hinder growth, and what to focus on instead.
Why DIY Often Misses the Mark
As I said from the start, DIY isn’t inherently bad. But your brand is a lot like the outfit you choose for an interview. The entry-level job you’re looking for might hire you in an untucked button-down and boots, but the C suite job you want years later will probably require a power suit. This, perhaps, is an antiquated analogy, but it illustrates an important truth: what works at one stage doesn’t always work at the next.
Like it or not, people judge credibility by design and presentation. Research from Stanford University’s Persuasive Technology Lab found that consumers assess a business’s credibility largely based on visual design cues, signals of professionalism, clarity, and trustworthiness, often before engaging with the actual content or offering.
That judgment doesn’t just happen on your website, either. It happens everywhere your audience encounters your brand.
In practice, this means people are subconsciously asking questions like:
Does this business feel established and intentional?
Is the messaging clear and consistent across platforms?
Does the visual identity align with the price point they’re asking me to pay?
Do their materials feel current, thoughtful, and cohesive? Or, patched together over time?
When DIY branding and marketing lack strategy, the issue usually isn’t effort, it’s inconsistency. Mismatched visuals, unclear messaging, outdated materials, and one-off decisions create friction. And friction erodes trust.
Research in user experience and consumer behavior consistently shows that poor experiences, whether visual, navigational, or communicative, have real consequences. Studies indicate that 88% of online consumers are less likely to return after a negative experience. While that statistic is often cited in relation to websites, the principle applies more broadly: when something feels off, people don’t come back.
Those are high stakes for a first impression and for every impression that follows.
How to Know If It’s Time to Hire a Professional
Hiring a branding or marketing professional doesn’t mean you’ve failed at DIY. It usually means you’ve outgrown it. Here are a few signals it might be time to bring in support:
You’re spending more time creating marketing collateral than running your business.
If design, content, or brand decisions regularly pull you away from revenue-generating work, your time may be better invested elsewhere.
You feel stuck second-guessing decisions.
If every post, page, or campaign feels like reinventing the wheel, you probably don’t need more effort. You might just need better direction and systems to support you.
Your business has evolved, but your brand hasn’t.
If there’s a gap between your maturing services (and audience) and your plateaued brand identity and/or website, it’s probably time to let a professional help bridge that gap.
You want to raise your prices but your brand doesn’t yet support it.
Perception matters. If your branding doesn’t reflect the quality of your work, it can quietly limit what customers are willing to pay.
You’re ready to scale.
DIY can be great for getting started. But sustainable growth usually requires structure, consistency, and intentional investment.
Concrete Takeaways for Business Owners
Hiring a professional doesn’t mean giving up control. The right support should work with you to make strategic changes to your process and your assets. If you’re not ready to outsource yet, that’s okay, too. You don’t have to overhaul everything to improve. Start with small, strategic shifts:
Audit your brand touch points. Look at your website, social presence, emails, and marketing materials. Do they feel cohesive and current?
Reduce decision fatigue. Create simple brand rules (fonts, colors, tone) so you’re not starting from scratch every time.
Prioritize consistency over perfection. A clear, repeatable look and message beats constantly changing visuals.
Invest once where it counts. Strategic foundations like brand guidelines, templates, or messaging frameworks save time long after they’re created.
Be mindful of your energy. Your creativity and focus are valuable; pause to assess if your allocating them where they create the most impact.
Closing Thought
DIY can be a powerful chapter in a business story but it doesn’t have to be the whole book. The goal isn’t to stop being hands-on; it’s to stop carrying work that no longer serves your growth.
When your brand and marketing feel intentional, cohesive, and aligned with where you’re headed, they stop being a source of stress and start becoming a tool that supports your momentum.