Merchandise can be a valuable tool for promoting your brand, and this approach is used by companies all over the market, from the most niche areas to the best international brands.
Anyone with an interest in sports cars will know how Ferrari makes some of the most sought-after merchandise on the planet, serving as a great example of how brands at the top of their game can benefit from this approach.
But jumping into a merchandising strategy without deep thought is almost always a mistake. While it may seem like a simple pen or t-shirt is easy enough to make, its design, quality, branding, and utility will absolutely speak of your company and its priorities.
The last thing you need is to manufacture many tote bags only for them to suffer frayed handles and thus reflect poorly on your firm. In this post, then, we’ll discuss how and why business merchandise should speak of your branding so that this new direction serves as a boon and not a burden.
Social Responsibility
The social responsibility involved in the development of your merchandise is important. It shows what your priorities really are. As you may not be looking to maximize profits but instead better spread your brand through this merchandise, you could afford to spend a little more on this product line. You may have these pieces manufactured in your home country or even in your own city, ensure you use sustainable and well-sourced materials, and of course, make certain that the materials used can allow for easy repair and longevity. Sometimes, the message you spread can also be important, such as releasing merch in support of a cause you donate to.
Storytelling
It’s very important to tell a story with your merchandise. Anyone can print caps or shirts, but what does that say about your business? For example, it might be that a particular kind of merchandise is much more suitable for you. You might even print merchandise that helps act as an extra utility, a sort of in-between item between a full-scale product and one used to celebrate your brand. For example, if you’re in the construction trade then having branded tape measures made could be a good idea, a unique calling card that workers from many different companies use. Storytelling such as limited edition lines to celebrate events can also make merchandise feel so much more necessary.
Quality & Finish
It’s crucial to point out that the quality and finish of your products are essential to get them right. Make sure you use durable, sustainable materials, properly sourced, that clean well or are hard to muck up with fingerprints, and that doesn’t fade due to improper screenprinting. It’s always important to choose the step up from the basic materials to showcase that a return on investment was not necessarily your goal – spreading your brand image was. Use reliable suppliers that can handle your order and provide multiple samples before you sign the contract. It will make the most difference. This applies to even the smallest but most voluminous of your merchandise efforts such as stickers you share at the local industry convention.
With this advice, you’re sure to see how business merchandise should speak to your branding, be informed by it, and ultimately represent it at every level.
