ShipStation 101: Branding, Part II: Labels

October 20, 2016


Welcome back to ShipStation 101! Earlier this week, we spoke about branding your packing slips. The WHY and the HOW, too. That’s an important distinction to make: WHY you brand packing slips, or labels, or emails, or anything else is essential to creating a connection with your customers. In this day and age, brand loyalty is the difference between exceeding your sales expectations and maintaining the status quo.

So, let’s pose a question: What’s the most important part of a package, beyond its contents? The shipping label.

The shipping label is what gets your customer their order. But for the most part, the label itself has approximately 0 to do with your business or your brand. It’s all about the carrier. Their logo. Their name. You get a bit of space in the return address line, but really, the label isn’t about you.

But it can be.

By adding your logo and some label messages to your shipping label, you’ll put a small but personal touch on the least personable part of shipping. You can manage both pieces by heading to Account Settings > Printing > Label Setup and then clicking on “Document Options” to the right of “Labels”.


*In case you didn’t read our blog on branding your packing slips, here’s how you can upload your logo to ShipStation for use on labels, packing slips, emails, and the branded tracking page: Head to Account Settings > Selling Channels > Store Setup and then select your store. From there, click over to the Branding tab. Add something to everything! Your logo, social handles, company nameā€”if you can fill out those fields, fill them out! This page is essential to a lot of the ShipStation 101s that will come in the next few weeks.

Your label messages can be as simple as “Thanks for ordering” or you can include product information. It’s really up to you! Just keep in mind there is a character limit (due to the size of the labels) so always preview your label to make sure the message comes across well.

Keep in mind that due to the nature of shipping labels, your logo will be in black and white. So again, PREVIEW before printing.

Once you’ve added your logo and settled on label messages, get to printing and start slapping them on boxes!