Branded Merchandise: 10 Ways to Elevate Your Company Swag!

Branded Merchandise is an extremely valuable form of marketing and should be included in every marketing initiative. Additionally branded merchandise has taken on a bit of a competitive nature in the last couple years. Companies that previously did not spend much on branded merchandise are now not only spending money, but actually creating stores so that their super fans can buy their branded merchandise.  When you have people buying your branded merchandise, your fans pay to advertise for you. On the flip side, giving away unwanted promotional products not only wastes your marketing budget but also risks damaging your brand's reputation and contributes to environmental waste. To help you maximize the impact of your branded merchandise marketing efforts, we have compiled a quick guide consisting of 10 essential steps to ensure that your promotional products are well-received, effective, and appreciated (and sometimes coveted).  When you work closely with one of our Account Representatives, they will work through this process with you.

In today's competitive business landscape, the quality and relevance of your branded merchandise can make a significant difference in how your brand is perceived. Avoid the common pitfalls of distributing generic, low-quality products that end up in the trash or fail to resonate with your audience. Instead, focus on creating thoughtful and purposeful branded merchandise that reflects your brand's values, engages your target market, and delivers a memorable brand experience.

1. Plan Ahead with a Timeline and Objective

Effective branded merchandise campaigns require careful planning and strategic execution. Establish a clear timeline and set specific objectives for your campaign to ensure that your merchandise aligns with your marketing goals and resonates with your target audience. Recently many factories have been able to produce branded merchandise in as little as 24 hours, but for best results we recommend that final decisions are made more than 3 weeks in advance of the required in-hands date.  If you want to implement most of the ideas in this article, decisions are going to need to be finalized sometimes as much as 2-6 months in advance, depending on the level of creativity and customization that you desire.

2. Identify Your Target Market

Understanding your target market is essential for creating impactful branded merchandise. Conduct thorough market research to gain insights into your audience's preferences, demographics, and behaviors. Tailor your products to meet their needs and interests to maximize engagement and brand recall. Another aspect to think about when choosing your product is when do you want your recipient to remember you.  If you are a winery you may want to consider a kitchen product so that your recipient is reminded of your brand when they are cooking. A counter-intuitive option would be for a winery to brand a bottle opener, you never know when you might change their mind.

3. Choose Quality Over Quantity

Invest in high-quality merchandise that reflects the values and standards of your brand. Quality products are more likely to be retained and used by recipients, resulting in increased brand visibility and positive brand associations. This does not always mean that you need to buy the most expensive option, but buying the cheapest item is a sure way to waste money.  Also, creating a feeling of scarcity will also drive desire for your merchandise.  If there are fewer high-quality items, you will be able to leverage their desire for your product with your desire to accomplish whatever objective you have set forth with your campaign.

4. Color Matching for Brand Consistency

Consistent branding is key to building recognition and loyalty among your audience. Opt for merchandise that can be color-matched to your brand's color palette to create a cohesive and recognizable brand identity across all promotional materials. With color matched products you are reinforcing the brands whole image with your recipient.

5. Maximize Impressions

Select merchandise that offers maximum visibility for your logo and messaging. The more your brand is seen, the more impressions it creates, leading to increased brand awareness and recall among your target audience. There is a reason that bags, water bottles and pens are always the most purchased promotional products every year, it is because these are the items that everyone uses and in turn brand impressions are made every day.  Sometimes those brand impressions are made with the recipient, but sometimes it may be with someone they are in contact with on any given day.

6. Create a Retail Look

Design your branded merchandise to emulate the aesthetics and quality of retail products. By incorporating trendy designs, premium materials, and attractive packaging, you can enhance the perceived value of your products and increase their desirability among recipients. Many promotional items have a couple different options for the size, location and color options for branding.  It is a good practice to try so brand the product to closely match the same product in retail. In some instances, this may cost a little more, but if the product is kept longer and used more often than the extra cost was worth it.

7. Prioritize Sustainability

Incorporating sustainable practices into your branded merchandise strategy not only aligns with consumer preferences but also showcases your brand's commitment to environmental responsibility. Choose eco-friendly materials, recyclable packaging, and products that support social causes to enhance your brand's reputation and appeal to conscious consumers.

8. Opt for Subtle Branding

Subtle branding techniques, such as tonal branding or discreet imprinting, can enhance the aesthetic appeal of your merchandise. By integrating branding seamlessly into the design, you can create products that are stylish, sophisticated, and appealing to your audience without being overly promotional. This is an often-used technique when giving away Brand name merchandise.  The brand name may be the more important brand and having subtle branding will always remind the recipient who gave them the product but it won’t take away from the brand name.

9. Enhance Packaging

Packaging plays a crucial role in shaping the recipient's perception of your branded merchandise. Invest in high-quality, visually appealing packaging that enhances the unboxing experience and conveys a sense of value and appreciation to recipients. The unboxing experience is often shared on social media which is an additional opportunity for your brand to make positive impressions.

10. Add Value with Hang Tags and Inserts

Incorporate additional elements, such as hang tags, inserts, or stickers, to provide recipients with more information about your brand, products, or promotions. Including QR codes on your merchandise can drive engagement, direct recipients to your website, and facilitate further interaction with your brand. Incorporating stickers onto these additional marketing pieces will also elevate the branded merchandise experience and offer increased brand impressions.

Branded merchandise, when strategically executed, can be a powerful tool for building brand awareness, fostering customer loyalty, and driving business growth. In a recent study by PPAI, they found that 52% of recipients say their initial reaction when receiving a promotional giveaway is the either Google the name of the company or look up the website of that company, and nearly half of those surveyed have posted on social media about a promotional product they have received.

By following these 10 steps and prioritizing quality, relevance, and sustainability in your branded merchandise marketing efforts, you can create a lasting impact on your target audience and differentiate your brand in a competitive marketplace. Remember, every promotional product is an opportunity to showcase your brand's values and make a positive impression—make it count!

If you would like one of our reps to reach out and help you take your branded merchandise to the next level, please click on this link to START A PROJECT