In today’s competitive business landscape, branded merchandise has become more than just a revenue stream; it’s a way to deepen emotional connections with customers, extend brand visibility, and create buzz-worthy moments. From global giants like Starbucks and Supreme to local successes in India, the rise of merchandise is a trend businesses can no longer ignore.

How Merchandise Creates Emotional Connections

Branded merchandise is more than just a product; it’s a tangible piece of your brand that customers can interact with daily. Here’s why it works:

1. It Turns Customers into Brand Ambassadors
When customers wear your logo or use your branded items, they’re not just buying a product; they’re showcasing loyalty. For instance, Supreme’s iconic red-and-white logo on t-shirts has become a global status symbol, turning customers into walking advertisements.

2. It Taps into Emotional Affinity
Merch creates a deeper connection by making customers feel like part of a community. A Starbucks tumbler, for example, isn’t just a coffee accessory; it’s a statement of lifestyle and brand affinity.

3. It Offers Functional Value with Branding
Merch that is both functional and visually appealing integrates seamlessly into customers’ lives, reinforcing your brand presence every time it’s used.

Real-World Examples: Shake Shack & Bira91

Shake Shack has successfully capitalized on branded merchandise to extend its premium brand identity. From minimalist t-shirts to quirky burger-shaped accessories, their merch reflects the brand’s playful and modern personality. These items not only generate a small portion of revenue but also serve as powerful marketing tools, building loyalty and attracting attention worldwide.

In India, Bira 91, the leading craft beer brand, has successfully ventured into branded merchandise too. Their range goes beyond quirky t-shirts and beer mugs to include notebooks, clocks and even a collaboration project with BoAt for branded speaker sets & headphones. By leveraging their iconic logo and playful branding, Bira 91 has managed to create a new revenue stream while reinforcing its connection with customers who proudly sport their merchandise at events, gatherings, and more.

Step-by-Step Guide to Launching Branded Merchandise

1. Define Your Objectives
Decide what you want to achieve with your merch. Are you aiming to generate additional revenue, increase brand awareness, or create deeper connections with your audience?

2. Understand Your Audience
Identify what your customers value and want to own. Conduct surveys or analyze purchase patterns on your website or offline-sales to select merchandise that aligns with their preferences. Remember your merchandise line has to be a seamless extension of your brand’s identity. 

3. Start Small
Test the waters with a small, curated collection of high-quality items. Focus on popular staples like t-shirts, mugs, or tote bags that are easy to produce and appeal to a broad audience.

4. Collaborate with Designers
Work with skilled designers to create visually compelling products that reflect your brand identity. Unique, eye-catching designs can set your merch apart.

5. Choose the Right Vendors: Quality over Quantity
Partner with reliable suppliers or manufacturers who can deliver quality products on time. Research vendors thoroughly and request samples before placing bulk orders.

6. Create a Marketing Plan
Develop a marketing strategy to promote your merch. Try building attention via Social Media like The Main Street Marketplace that leveraged in their founder’s personal following to hint at something new being introduced. 

7. Set Up an Online Store
Use platforms like Shopify, WooCommerce, or even Instagram’s shopping feature to make your merchandise easily accessible. Ensure all shopping links are seamlessly integrated in your website for a smooth shopping experience for your customers.

8. Monitor and Optimize
Track sales performance and customer feedback to understand what works and what doesn’t. Use these insights to refine future collections or find a collaborator for future merch drops. 

Making Merch Work for Your Brand

Merchandise isn’t just an add-on; it’s an opportunity to grow your revenue, strengthen your brand’s emotional connection, and create lasting impressions. Whether you’re a global chain like Shake Shack or an Indian favorite like Chumbak, the key lies in authenticity, quality, and strategic marketing.

Further Reading

1. Why Is Branded Restaurant Merch Everywhere? - Eater

2. If You Notice Branded Merch Everywhere, You Are Not Alone—Here Is Why