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Throughout my career in the branded marketing industry, people often ask me, “What’s good?” or “What’s a hot product?”. The general expectation is a one-size-fits-all answer. In some ways, a comparison might be asking a Car Journalist, ‘What car is good?’
The simple answer is, it depends.
Are you looking for the wow factor? (Sports car) Or something functional? (SUV)
Or are you just looking to get from A to B (Korean cars)
The same could be said for merchandise, what are you trying to achieve exactly?
Merchandise is a powerful tool for building brand awareness and establishing brand loyalty. However, simply slapping a logo on a product won’t necessarily guarantee success. To reap the full benefits of merchandise, it’s essential to consider its effectiveness. Here are five tips to consider to boost your branded merch effectiveness:
1. Quality
Above all, the quality of your merchandise determines how your brand will be perceived. Invest in good materials and products that last.
Simply put, your customers will associate your brand is good if your merchandise is good. If your merch is great, then it is likely your brand will be viewed in a similar light.
Products that are of poor quality will leave an unfavourable impression and damage your brand image. Thankfully we’ve seen the merch industry evolve from ‘throwaway’ items to become more quality-focused.
2. Relevance
Your merchandise should be relevant to your brand. Does your brand have a certain aesthetic or style? Does it cater to a particular audience or lifestyle? Your merchandise should reflect these elements.
Your customers should be able to identify with your merch in a way that aligns with their identity and the values of their brand. The key here is doing some basic research and ensuring the glove fits perfectly.
3. Delivery Format
Consider how you present your merchandise. Your brand’s style and story should match the way you package, display, and deliver it. Your packaging should be eye-catching, on-brand, and functional. Remember that your merch may be the first physical interaction your customers have with your brand, so make it count.
Years ago, we discovered that the perception or way goods were received had just as much of an impact as the product itself, think plastic sleeve vs recycled cardboard box.
4. Unique
To stand out in a crowded merch market, your merchandise should be unique. Avoid simply slapping a logo on a product and calling it a day. Instead, consider creative ways to implement your branding. Experiment with unique colour schemes, graphics, and materials.
To create something truly unique, consider collaborating with an artist or designer to give it a bespoke touch and you never know it may become a collector’s item.
5. Conscious
The rise of eco-consciousness and ethical practices has had a significant impact on consumers’ purchasing behaviour. When creating your merchandise, always consider the environmental impact of and origins of their manufacture. Consumers are more likely to align with brands that share their values.
By using these strategies, you can make products that promote your brand and build a stronger bond with your customers.
High-quality, unique, and conscious merchandise with a relevant delivery format can make all the difference in building brand loyalty and enhancing the effectiveness of your merch.
