Promotional Merchandise Is Evolving: It's Time To Rethink Your Branding And Messaging Strategy
For decades, promotional merchandise has been underestimated. But just as digital, social and traditional media channels have matured, so too has merchandise. It's become a sophisticated marketing channel that reinforces brand identity, drives action and builds emotional connections.
In my 20-plus years in the industry, I've helped a range of clients—from big corporations and government agencies to schools and HR departments—shape smarter merchandise strategies. My experience has made one thing clear: Real change occurs when branding and messaging are intentional and merchandise is a high-performing part of the marketing mix.
Crafting A Brand Storytelling Platform
Today's most effective merchandise strategies align messaging, design and brand purpose into every detail of the item. Merchandise is now a tangible touchpoint that strengthens your marketing strategy and brand identity.
Think of merchandise like outdoor advertising or digital banners, except it lives longer, travels further and, when done right, gets your brand directly into your customer's hands, homes and daily routines.
That's why what goes on the product is just as important as the product itself. The right branding and messaging transform merch into a strategic tool that drives engagement. You wouldn't throw together the copy for a digital ad, so why treat branded products any differently?
For example, one of our government clients recently wanted to promote a community health initiative. Instead of defaulting to a generic logo slap, we developed branded drink bottles featuring simple, targeted messages about hydration and well-being and a QR code that linked out to health tips. Not only were the bottles a hit at local events, but the QR traffic exceeded campaign expectations.
Evolving Beyond The Basic Logo
Start by understanding the possibilities of your logo. How you use it can instantly elevate your merchandise.
Traditional 'hero logo' placements—big, bold, front and center—still dominate, accounting for 80% of our brand's business. But companies we partner with are becoming smarter about proportions, placement and visibility, based on how the product is used, seen and carried.
Strong brands are leveraging logo flexibility, using different colors, sizes or simplified icons to adapt branding across multiple formats while maintaining consistency. This keeps your merch fresh and versatile without diluting your visual identity.
Inspired by premium retail trends, many businesses are opting for subtle, high-end finishes. Tone-on-tone embroidery, discreet logo placements and refined details communicate quality and reliability.
A tech startup recently approached my company with a clear brief: 'We want trendy, retail-grade products that reflect our brand personality.' We recommended a minimalist, design-led approach with tonal logos, soft-touch finishes and clean layouts. Their team loved the look and feel of the products, and employees began using them in their daily routines. Premium merchandise became a brand amplifier inside and outside of the company.
Merch is a creative canvas. From full-wrap prints to custom illustrations by local artists, companies are embracing bold, artistic statements that also support their brand identity.
Refining Brand Messaging
Perhaps the biggest shift I've seen is the use of messaging, not only visuals, on merchandise to frame a brand's story and connect with its audience.
In the past, messaging rarely extended further than a website or phone number. Today, brands prioritize content driven by emotional resonance, humor, values and purpose. Pay attention to the following trends.
A clever pun or play on words can make your merchandise more memorable and foster brand affinity and recall. Just make sure your messaging aligns with your overall brand tone.
Customers and employees are increasingly gravitating toward brands that stand for something more than profits. Purpose-led messaging reinforces values and builds trust.
When we partnered with a major construction company that wanted to showcase its commitment to sustainability, we recommended an eco-friendly cooler bag, branded with a simple but powerful values-focused message. The response was immediate. Internally, the merch became a point of pride among staff. Externally, it sent a clear signal about the company's environmental values.
Merchandise should speak directly to the recipient, creating that 'they get me' moment.
Last year, a school contacted us looking for something to make graduation feel extra special. Instead of generic class gifts, we designed custom tote bags printed with the message: 'Class of 2024—Ready for What's Next.' Teachers told us the children lit up when they received them, and many now use them daily.
When the message reflects the moment and a shared experience, it becomes more than just a keepsake; it becomes part of the story.
Advances in decoration technology are making personalized merch more accessible. You can add individual names, team identifiers or recognition messaging to tap into the 'endowment effect,' making recipients more likely to value and keep the item.
Developing An Integrated Marketing Tool
Modern merchandise is no longer a siloed activity handled by procurement or events teams. As a strategic marketing tool, it should be designed with the same rigor as digital ads or content campaigns.
Ask open-ended questions:
• What do we want this product to do? Drive awareness, spark a conversation, deepen loyalty or trigger a specific action?
• How does this product fit within our broader brand identity, from design and color palettes to tone of voice and messaging consistency?
• Is the product experience aligned with our brand values? For example, cheap, disposable giveaways undermine sustainability commitments.
Make merchandise an intentional extension of your brand that people see, use and talk about long after the first interaction.
Creating Measurable Marketing
With a targeted branding and messaging strategy, merchandise is measurable. Embed QR codes, campaign triggers, product-linked offers or service reminders into a product's design to make it a conversion tool instead of an expense. Merch is a key component of an overarching marketing plan, benefiting brands by:
• Driving conversations
• Sparking brand recognition
• Building emotional connections
• Reinforcing values
• Generating tangible ROI
In a noisy, digital-first world, physical touchpoints matter more than ever. The future of merchandise isn't just branded. It's remembered.
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