Business merchandise, especially merchandise given away for free at special events or thanks to the onboarding of new clients, is a fantastic promotional tool. This is one of the rare win-wins in business, you get to create an item that looks good when worn or carried, and your consumer (or someone who just happens across this item) gets a new clothing item, pen or other utility to use. Both sides benefit.

That said, it’s very easy for businesses, sometimes even well-meaning and consumer-first brands, to phone their merchandise in. All of us have seen pens, t-shirts and baseball caps proudly showcasing a brand’s name and contact details or website. Is there anything wrong with this? Not particularly. You may be able to get the cheapest deal when commissioning items like these in bulk.

Yet it’s also a good idea to think about design as it relates to the merchandise you put out there. In this post, we’ll discuss not only what answers you may arrive at, but also what questions to ask.

How Will The Item Be Used?

It’s important to consider how your merchandise might be used, in practical applications. It’s nice to craft something that might be a novelty, but to craft an item using a reputable manufacturing service which could last the test of time? For instance, pet gifts may be used by owners for some time to come, such as dog toys and collars that help them have fun and stay safe.

It’s often why companies give tote bags at business conventions, because they serve as storage for all of the other brand merch that might be given out, and can be used even more from then. It’s good to avoid a relatively embarrassing use for your merchandise, for example, considering the longevity of a t-shirt can be interesting, because the last thing you want is for someone to wear this constantly until it looks ragged and faded, which reflects poorly on your brand to a degree.

How Robust Or Durable Is The Item?

It’s also good to consider how robust and durable the item is, as mentioned above. If your pen runs out of ink too quickly or has a relatively poor spring mechanism because you cut costs ,then someone might think poorly of your brand and the standards you bring to your work. As you can see, merchandise almost serves as a silent ambassador.

This is why thicker bags, high-quality pens and durable hats are so popular, especially for executive brands. Think of mugs, too, they tend to be quite durable if kept well, and if they break, well they’ll be disposed of immediately.

No matter the type of business merchandise you hope to craft, it’s important to consider the quality you’re willing to pay for. A high-quality, thick cotton, robust t-shirt can be wonderful, for example, provided you don’t go for the thinnest, most commonly screenprinted approach. In the long run, you’ll find a better output if you shop around, and aren’t solely focused on cost-cutting.

Where Might Your Branding Be Placed?

It’s also good to determine where your branding might be placed on each item. A large logo with bold white font on the front of a baseball cap might look good, but it can also look a little obnoxious depending on how you style it.

A neat font printed on a pen, with a clear logo and website/phone number can be enough, showing how sleek design, even in minimal space, will often win out.

Of course, if you hope to implement clever imagery you may also be able to work your branding into that, to the point where the piece is less of a bare-faced marketing tactic but a reliable piece of apparel that anyone in their right mind could appreciate. It’s not hard to see how the latter approach is often the best to go for, even if this means blasting your brand message as boldly as possible isn’t the best place to start.

Does It Fit Your Business Theme & Values?

A good question to ask yourself is what the merchandise is doing to reflect your business theming and values. So for example, if it’s sports socks that you’re hoping to release, how might they be branded with the color palette of your firm? And might these sports socks be donated to your local town’s football team so you can become better appreciated in the community, building goodwill through voluntary action?

Certain items may also need to fit your stated goals. If you hope to make a big noise about how sustainable your business is trying to become as of late, it would track that crafting disposable merchandise or products that cannot be recycled easily might give the wrong message.

Ask yourself how a given product will reflect your firm’s ideals, because then you can better use these in your marketing, and perhaps even allow conversations to start about the excellent design of your business approach. In the long run, this can make a vital difference to the impact your merchandise has. It’s a dimension that not all brands think of also; so it will show your foresight.

How Might You Deliver These Items?

Of course, how you give out this merchandise, and when, can have an affect. Might you give a free piece out with every fifth order, inspiring more people to buy during your sales? Could you attend a local business convention and give your pens and stickers out so people have a use for them when returning to normal life, or will stick them on their refrigerator?

Unveiling a new sponsorship for the shirt of your local football team could be a worthwhile idea, and perhaps attending the first release event of this can help you gain some visibility. This isn’t to say it all has to be about you, but proudly delivering smart merchandise will genuinely have a positive effect.

With this advice, we hope you can think about design in the best way, in all forms, when refining your business merch.