Big Budget, Small Budget
- Daniel Love
- 2 days ago
- 3 min read
Issue #12
With Rachel Reeves' long-awaited budget now out in the world (well, the parts that weren’t already leaked anyway), many businesses are taking a deep breath and trying to make sense of what it all means for their plans, spending… and yes, their communications budgets.
So, we’re taking a calm, clear look at how the economic atmosphere might shape the way you plan, prioritise and protect your communication spend over the months ahead.
What the Budget Means for Your Comms Plans
The headline? Things are still a bit tight. Costs are rising, many businesses are already passing increases on to customers, and lots of companies say tax pressures remain a big worry.
But communication isn’t the place to shrink back and hide. In uncertain times, clarity and visibility matter more — meaning your marketing, your brand voice and your customer outreach all need to be intentional rather than impulsive.
Where Communication Spend Really Goes
Planning a new product or a brand refresh? You’ll need to cover essentials like branding, design, website tweaks, photography, and some form of early awareness push. These upfront costs are not “luxuries”; they’re your launchpad — the bits that help customers understand who you are and why they should care.
Agency Support
Most modern campaigns pull together strategy, content, visuals, social media management, and sometimes paid advertising. That often means bringing in specialists. Agency or freelance fees can look chunky at first glance, but with the right team they save time, reduce stress and bring creative horsepower you may not have in-house.
Paid Media
If visibility is the goal, social ads, search boosters or digital campaigns can give your message a lift — whether you’re introducing a new service or simply staying on customers’ radars. It doesn’t have to be huge, but it does need to be planned.
Ongoing Maintenance
Newsletters, content updates, website maintenance, social activity: all part of staying present. Too many businesses budget for a launch and forget the follow-through. Think of this as watering the plant, not just buying the plant.
Contingency & Review
With the economic weather unpredictable, building in enough space to manoeuvre is sensible.
A small contingency fund (5–10% of your communications budget) stops you panicking when something unexpected pops up — or lets you react quickly if a brilliant opportunity appears.
Regular check-ins help you see what’s working and what’s lukewarm. Monthly or quarterly reviews keep everything manageable.
Prioritise the activities that genuinely support growth, and don’t be afraid to pause something that isn’t pulling its weight.
Stay flexible. Plans aren’t concrete — they’re more like a steering wheel. Turn when you need to.
Real-World Examples
1. Launching Something New (On a Sensible Budget)
You might:
Set a small but solid pot for branding, simple ads, and launch content
Add a “just-in-case” buffer if the launch picks up quicker than expected
Review performance after 6–8 weeks and shift spend towards what’s actually working
This keeps things controlled but still gives your launch enough oxygen to breathe.
2. Refreshing Your Brand
Maybe you’re levelling up your look or aiming to reach new audiences.
In this case:
Treat creative and strategic support as core to the project
Share the cost across departments if multiple teams will benefit
Set KPIs like engagement, brand awareness or lead quality, and adjust as you go
This approach avoids waste and keeps everyone aligned on what the spend is meant to achieve.
Keep it Intentional
The latest budget might create a bit of pressure, but it also highlights something important: communication isn’t just a cost. It’s one of the clearest ways to stay connected, visible and relevant — especially when your market feels noisy or uncertain.
A balanced, thoughtful comms budget helps you stay in control, adapt when needed, and keep your business story moving forward.
Try using our practical Communications Budget Template
Let’s Connect
We’re now fully booked until the New Year. To discuss any future projects, we can arrange discussion calls from January onwards. So, in the meantime, feel free to gather your thoughts and send proposals or potential projects our way. We look forward to working with you soon.
For those with on-going work or already scheduled contracts, you can get in touch with us via the usual channels.
Until next time,
Daniel
Brand Consultant | Content Editor | Digital Developer
© 2025 by Daniel Love Ltd
54 Star Road, Caversham, Reading, Berkshire, United Kingdom, RG4 5BG
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