The rise of merchandise

Merchandise branding is a marketing tool that bands and film producers have been embracing for years. But successful merchandise isn’t just for the Metallicas and Harry Potters of the world. Febo, for example, has already demonstrated this. And there is more to merchandise branding than simply printing a logo on a pair of bath slippers. What exactly? Find out in this article.

When done right, your guests or customers build an emotional connection with your brand. And that’s the perfect starting point for considering merchandise. People love things, especially when they connect them to a positive emotion or a sense of belonging – being part of an inner circle of admirers, fans, or experts. This could be because it’s a cult brand, or even a mega-commercial brand that uses a clever marketing strategy to position itself as a cult brand (hello, Febo and Zeeman!). At the heart of every successful merchandise campaign lies the brand’s identity. This branding, meticulously documented in a brand bible – or brand guide – serves as the foundation for creating impactful merchandise.

In this article, we’ll explore:

• What merchandise branding is
• Why branded merchandise is important
• How to match merchandise types to your target audience
• The importance of a strong brand
• Inspiring examples

What is merchandise branding?

Merchandise branding is, quite simply, creating items that feature your brand. From a pen printed with a dental practice’s website to a full range of luxury spa products for a hotel, more businesses than you might expect are embracing this marketing tool.

By associating your brand with tangible items, you can reach your target audience in places beyond traditional channels, such as media. Additionally, you strengthen the emotional connection to your brand.

The feeling of belonging and sharing a collective emotion is what makes merchandise so effective. Think about that T-shirt you bought at your favourite band’s concert, or the scarf of your football team. Now consider the red bag from that cosy coffee shop on the corner – a subtle yet recognisable marker of their brand.

Merchandise branding forges a connection between the brand and its customers, ensuring that your brand is both literally and figuratively carried by self-proclaimed ambassadors.

Why is branded merchandise important?

Merchandise is a form of unforced advertising, which tends to be far more effective than intrusive marketing. Traditional advertising is often seen as annoying (except for the occasional brilliant campaign), whereas merchandise creates a more subtle and organic connection.

When executed well, merchandise can help you build a community of like-minded individuals who identify with your brand. Do you want to effortlessly exude cool or feel part of a niche group? Then you won’t hesitate to show off those Febo bath slippers – with white Febo sports socks, of course.

Want to demonstrate your eco-conscious values? A linen bag from the organic shop is your perfect accessory. Or maybe you can’t show off the bath towel from that gorgeous hotel in Bali when you’re out and about, but at home, it brings back cherished memories.

In short: merchandise is about emotion. And emotion is the most powerful driver of sales.

Your target group and merchandise types

Not all merchandise will resonate with your target audience, so it’s essential to carefully consider who you want to reach. Not every brand suits a water bottle, for example. If your brand falls into the health and wellness category, a water bottle, tote bag, or baseball cap might work perfectly. If you’re a high-end restaurant, however, you might consider items such as napkin rings, (wine) glasses, or a sommelier’s corkscrew. Merchandise only makes sense if the items provide genuine value to your audience.

Beyond the examples mentioned above, you could also consider:

• Mugs (for a gin brand)
• Interior accessories (for a restaurant)
• Clothing (for a gym)
• Spa products (for a tea brand)
• An exclusive food and beverage line (for a gastrobar)
• Perfume (for a hotel)

If you feel that your brand has built a loyal fan base and is ready to launch merchandise, don’t hesitate to ask your audience what products they’d love to have. Social media platforms are excellent channels for conducting polls or starting conversations with your followers.

The importance of a strong brand

As mentioned earlier, the foundation of your brand is absolutely crucial when it comes to merchandise. Your branding needs to be rock-solid, instantly recognisable, and consistently applied across all channels and touchpoints. This ensures not only that your brand holds emotional value for your audience but also that your merchandise has the potential to succeed. Without a strong brand, there can be no strong merchandise. Once your items are designed and produced, it’s simply a matter of distributing them – whether through giveaways or sales – but even this often requires a carefully planned marketing strategy. If your merchandise is enthusiastically received by your regular customers or guests, you can always explore the idea of selling it. However, it’s a great idea to first let your brand ambassadors – your loyal fans – experience your new products for free. This builds excitement and strengthens their connection to your brand.

Inspiration examples

Home fragrance by De Librije

Spaghetteria clothing

Mandarin Oriental pens

Jewellery by Gebrouwen door Vrouwen

Are you looking for a partner to help create or refine your brand identity? Get in touch with for an informal conversation about the possibilities.

hello@brandchef.amsterdam
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