What is signalling in marketing and why you should absolutely be using it
Ever noticed how some brands seem to just feel more premium, stylish, or trustworthy, even before you’ve bought a single thing from them?
That’s not a fluke. That’s signalling at work.
It’s something you may even be doing without realising. But being really intentional with it can make all the difference.
So what is it? In simple terms, marketing signalling is when a brand gives off extra layers of meaning, not just through what it says, but through how it says it, who it hangs out with, what it shows alongside its products, and where it shows up. It’s the subtle art of saying, “This is what we’re all about,” without actually spelling it out.
The breakdown…
Think of it like this, your marketing doesn’t just say what you sell, it also says a lot about who you are, and that message can be powerful.
Take a handwritten thank you note versus a text. Both might say ‘thank you’, but the handwritten one signals care, effort, and thoughtfulness. Same words, completely different feeling.
In the business world, these kinds of subtle signals show up everywhere. The design of your website, the price of your product, the people you collaborate with, the tone of your emails…even your photography choices.
Here’s an example - The bangle stack
Let’s say you sell jewellery. You post a shot of a bangle stack, and yes, your product is in there, but so is a Cartier Love Bangle. You’ve just signalled something very specific, your product belongs in the same world as luxury brands. It doesn’t matter whether your bangle costs £20 or £200, what matters is that it feels aspirational. That’s the signal.
This kind of branding is especially effective in image led platforms like Instagram or Pinterest, where people aren’t just shopping, they’re curating a lifestyle in their heads.
Costly signalling
Here’s where it gets really interesting. One of the most well researched ideas in marketing is the idea of ‘costly signalling’. Basically, when something costs more, whether that’s money, time, or effort, it’s harder to fake.
Think about TV ads. They’re mega expensive. But because of that, the very act of buying the space signals that a brand is big, successful, and confident.
You see it in luxury packaging too. Thick card stock, foiling, tissue paper, magnetic boxes…all of this stuff costs more. But it also sends a signal. We’re worth it.
As small businesses, we might not have huge marketing budgets, but we can still be intentional with the quality and care we show. It’s also about showing and not just telling. For example: posting a behind the scenes video of you hand pouring candles can signal craftsmanship and value way more effectively than just saying we make quality products.
Social Signals - Who you stand next to matters
You know how people say “you’re the average of the five people you spend the most time with”? That’s true for brands, too.
If your product shows up alongside other well known or culturally desirable items, whether that’s in your Instagram posts, your email visuals, or your pop up collaborations, you’re signalling where you fit in the world.
Some examples you will have seen…
A gymwear brand showing their leggings with a Stanley water bottle and On Running shoes
A skincare brand styling their packaging next to Diptyque candles
A pet brand teaming up with a premium dog food company for a giveaway
This doesn’t mean you need to actually work with the brand (though that’s great if you can), even just referencing them visually or associating with that lifestyle sends a message.
The psychology bit
You know I love anything like this. At the heart of all this is human behaviour (of course). We want to believe certain signals. We’re wired that way.
We respond to things like:
Status - is this brand high end, cool, established.
Familiarity - do I recognise any of the brands or references?
Effort - does this feel crafted or thrown together?
Relevance - is this made for someone like me?
Your customers are constantly looking for signals.
When you hit these notes consistently, your brand becomes more believable and more desirable, without having to shout about it.
What does it look like for you right now?
Ask yourself:
Does my website design match the price point I’m aiming for?
Do my product photos feel modern, fresh, and aligned with what my customer is seeing elsewhere?
Am I showing my product in the kind of environment my customer aspires to?
Do my collaborations, customer reviews, or content signal that I'm in demand and trusted?
Even down to how often you post, the tone you use, and whether your packaging arrives beautifully wrapped…it all tells a story.
Things to avoid
Let’s talk about what not to do:
Outdated websites – these immediately signal you’re behind the times
Bad photography – if the photos are unclear or poorly lit, people assume the product’s poor too
Inconsistent branding – using 5 different fonts and a rainbow of colours makes it harder to pin down your vibe
Low effort content – if you’re just reposting memes with no context, it signals that you’re not really trying
Some quick wins
Style your products with desirable items (even if they’re not yours)
Invest in consistent, clear brand visuals (yes, even on stories)
Drop in recognisable cultural cues your customers will pick up on
Be intentional with your pricing – don’t be afraid to price higher if everything around it supports the perception
Collaborate smartly – work with other brands your audience already knows and likes
In a world full of noise, signals cut through. Rightly or wrongly, us humans are simple creatures and it works.
They help people feel something about your brand, and make decisions faster, with more confidence.
So next time you're putting together a product shoot, designing an email, or planning a collab, don’t just ask what looks good. Ask what is this signalling?
Because in marketing, it's not just what you say, it's how you say it, who you're standing next to, and what kind of world you're building around your brand.