Andrews explores how branded merch can go far beyond simply having your company logo on merchandise, to weaving stories that connect with community.
In the dynamic landscape of marketing and audience engagement, branded merchandise has become a powerful tool that extends beyond the obvious uses. Today, not only does it provide a tangible representation of your brand, but it also serves as a means to connect people, convey sentiments, and create a sense of belonging within a “community.”
Merchandise has the unique ability to close the gap between a brand and its audience. Whether it's a cozy hoodie, custom socks, a sleek water bottle, or a cutting-edge tech gadget, these items can become tangible extensions of your brand. They offer an opportunity for audiences to engage with your organization on a personal level, and when done with relevance and on-point messaging, create a sense of being understood, appreciated and a feeling of belonging. To truly resonate with a general audience, it's crucial to design merchandise that aligns with the lifestyle and preferences of the target demographic as well as reflects the brand's values and identity. Consider direct mail outreach campaigns with gifts that keep giving. In a recent project - we created an artful cookie tube gift that displayed our new brand, expressed our well wishes for a great holiday, while sharing a heart warming moment that comes from sharing cookies over the holidays.
One of the most remarkable aspects of branded merchandise is its capacity to foster a sense of community. When people proudly wear or use products bearing a common message, they share an experience. Events, both virtual and physical, can be organized around the gifting of merchandise, creating opportunities for like-minded individuals to connect. Whether it's a tech conference or a local meetup, the shared use of branded items acts as a conversation starter, breaking down barriers and uniting people under a common banner. They naturally feel a part of an experience, not everyone is privy to – creating an exclusive circle like that strengthens your community and allows you to potentially grow your network. For example, it could be as straightforward as uniting college graduates or as wide as reaching all people at a tradeshow. The beauty of being intentional is that it serves as an extra touch that lets your audience know you were keeping them top of mind.
Every brand has a story to tell, and merchandise serves as a canvas for tangible narration. From the selection of the products (think brand name and quality of the products), to the messages imprinted on them, through to the messaging and collateral accompaniments, each element contributes to the greater narrative. Consider the act of gifting high-end retail items such as a Wheat Recycled Ear Buds to tech enthusiasts. In this scenario, the choice of a sophisticated and innovative tech product not only serves as a delightful new gadget for these tech lovers but also opens up opportunities for meaningful conversations about the brand's dedication to sustainability.
Branded merchandise has moved past the days of simply just adding a logo on the left chest of a t-shirt; it's become a strategic tool for building communities, engaging audiences, and telling compelling stories.
We know the right piece of merchandise created for the audience can be the key to unlocking a community, and fostering a sense of belonging that extends far beyond the gift itself, delivering the unexpected out of the ordinary.