By Laila Maline
Ever wonder why some brands seem to achieve household name status, while others falter? The most effective marketing strategies take advantage of every single ad opportunity: digital advertising, social media advertising, print advertising, and of course, branded merchandise. Branded merch can be an overlooked asset, especially for smaller businesses with smaller budgets. But when it’s done right, it can be an extremely valuable part of a marketing campaign.
Here’s how branded merch can help your business!
Branded merchandise boosts brand awareness!
Brands such as Harley Davidson, John Deere, and Coca-Cola all sell branded clothing, and for good reason! Just one person wearing a Harley Davidson t-shirt will likely interact with a lot of other people. When you consider the number of t-shirt owners out there, the number of people seeing the Harley Davidson logo grows exponentially!
Simplified Tip: Brand is amplified when it’s done via easily transportable items: bottles, hats, custom t-shirts, pens, bags, etc. Check out Simplified for ways to customize your own brand logo!
Reinforce your brand’s personality!
Your brand’s personality is the amalgam of characteristics that people associate with your brand, and your merchandise can help establish that. Consider this the next step up on the brand building ladder. Once you know what your brand stands for, brainstorm what kinds of products best accentuate those brand values!
When producing branded merchandise for your target audience:
- The quality of the merchandise should be on par with your brand values. Anything else is a big no-no!
- The messaging and text on the merch should be in sync with your brand language.
- The style and aesthetics of the item can be experimental, but still reflect the essence of your brand.
For example, if you are a skincare company that sells organic products only, selling merchandise made from recycled materials can help to reinforce your company’s values. Don’t forget to make sure your customers are aware of all the intentional steps your brand is taking!
Related: What Makes A Successful Brand Marketing Manager?
Improve your brand perception with branded merchandise!
There’s no point in building your brand awareness if you’re not simultaneously improving the way people feel about your brand. If you sell low-quality merchandise, customers are unlikely to leave with a positive opinion of your business. Brands such as Coca-Cola maintain their household name status by becoming synonymous with high-quality beverages, as well as fun merchandise like the purse in the image above!
Put simply, improving brand perception comes down to key aspects: quality and usefulness. For this reason, we always recommend providing your customers with high-quality branded merchandise they’re likely to get a lot of use out of.
Simplified Tip: Want to design a stellar logo, but don’t have a ton of graphic design experience? Try some of Simplified’s beautifully crafted templates!
Final thoughts to keep in mind if you’re trying to incorporate merchandise within your business’s marketing strategy:
- Branded merch doesn’t always have to be sold; they also make great giveaway items during pop-ups, exhibitions, and contests!
- Branded merch should always be counted as marketing collateral when evaluating ROI. Remember that although it serves other purposes, it can really help your bottom line as well.
- The creativity of your distribution is key. For example, if you’re a restaurant and you create t-shirts for your merch, you can now work with food and fashion influencers on social media. Being creative with your distribution can also appeal to younger audiences!
