How to Revitalize Your Storytelling Through Branded Merchandise

Storytelling is a crucial tool for businesses when it comes to connecting with their audience on a deeper level. Namely, stories create emotional connections and make brands memorable.

However, the main question here is: how can brands ensure their storytelling stands out in the era of omnipresent digital content?

One way is to turn to overlooked strategies, such as is through branded merchandise.

The Power of Storytelling in Branding

Emotional connection is the heart of every compelling story. Businesses that manage to evoke emotions in their audience can inspire engagement and loyalty. Stories humanize brands and help customers connect emotionally to the message.

That’s why companies should use branded company merch to communicate their identity and values. A well-told story can captivate an audience and inspire it to engage with the brand in various ways. Or starters, think in terms of increased social media interactions.

Forging Tangible Connections

One way to look at this strategy is creating branded merchandise that is a physical representation of your brand story. When customers use these items, they will be reminded of your brand and the emotions associated with it.

This pure emotion can be way more impactful than digital interactions — the first strategy businesses typically turn to for engaging with the audience.

Branded merchandise is also a chance to reinforce your brand message. Every piece can tell a part of the story, so brainstorm merch design and functionality thoroughly. High-quality merchandise is typically used frequently, which is the best free advertisement any business can hope to achieve.

Integrating Branded Merchandise into Your Storytelling

However, the message is equally important as the quality and usability of the merch. That’s why merchandise needs to align with your brand story. The elements not to overlook in this regard include the design, functionality, and overall aesthetics.

Pro tip: If your business promotes sustainability, consider offering eco-friendly products.

E.g., a coffee shop that emphasizes organic practices could offer reusable coffee cups made from sustainable materials. The design of the cup may include elements of the brand story, such as images of the coffee farms or farmers’ quotes.

Create a Narrative

Each piece of merchandise should have its own unique story that ties back to the broader narrative. This will give a specific meaning to the items and ensure your brand remains memorable.

A typical example would be a tech company giving away a booklet with branded merchandise on a new product launch. The booklet should detail the product’s development, the challenges, and the team who managed to overcome them.

Use Merchandise as Part of a Campaign

Branded merchandise can be incorporated into larger marketing campaigns. This strategy is especially effective during product launches, events, and social media campaigns.

E.g., a sports brand launching a new line of running shoes could create a campaign that includes limited-edition merchandise (water bottles, T-shirts, etc.). Each item could feature motivational quotes or designs related to the campaign theme.

Choosing the Right Merchandise

The effectiveness of branded merchandise depends greatly on how well it resonates with the audience. That’s where the usual "know your audience" mantra fits in. Use insights to learn about your audience’s preferences, lifestyle, and values and pick items that align with these elements.

E.g., a yoga studio might offer eco-friendly items like organic yoga mats, reusable water bottles, and cotton tote bags.

As mentioned above, high-quality merchandise is preferred to cheap alternatives. Low-quality items can damage your brand’s reputation and fail to create a positive connection with the audience.

Personalize Your Merchandise

Customized merchandise that speaks directly to the audience can forge more personal connections. Personalized items show that a business values its audience as individuals rather than a source of revenue.

E.g., a bookstore may offer personalized bookmarks featuring the customer’s name and a quote from their favorite author.

Strategic Distribution of Company Merch

The way a business distributes its branded merchandise can aid in its storytelling efforts. E.g., consider giving away items at events or as rewards for customer loyalty programs.

There are many examples of this practice. Here are some top ideas:

• A cosmetics brand might include a branded cosmetic bag with every purchase over a certain amount, along with a card telling the story of the brand’s commitment to cruelty-free products.

• A software company might hand out branded USB drives preloaded with product demos and informational materials at a tech conference.

• A fashion brand launching a new clothing line might give away stylish branded scarves or hats to event attendees.

• An airline might offer branded travel accessories like luggage tags, neck pillows, or passport holders to frequent flyers who reach a specific number of miles.

• A fitness center might provide branded gym bags or water bottles to members who refer new clients.

• A beverage company might send branded barware sets or cocktail kits to their distribution partners as a thank-you gift for their support.

• A travel company might run an Instagram contest asking followers to share their favorite travel photos using a branded hashtag, with the chance to win branded travel gear like backpacks or water bottles.

• A fitness subscription box might include branded resistance bands or water bottles in their monthly deliveries.

Success Stories

Coca-Cola’s Personalized Bottles

Coca-Cola’s "Share a Coke" campaign is a prime example of using branded merchandise to enhance storytelling. By replacing their logo with popular names, Coca-Cola created a personal connection with its customers.

Apple’s Product Launch Events

Apple’s product launches are renowned for their storytelling power. The merchandise given to attendees (typically, T-shirts and accessories) often becomes a collector’s item.

Spotify’s Wrapped Campaign

Spotify’s Wrapped campaign features personalized year-end summaries of their listening habits in the form of shareable stories. In addition to digital content, Spotify offered branded apparel featuring individual users’ top songs and artists.

Tesla’s Referral Program

Tesla’s referral program rewards customers who refer new buyers with exclusive branded merchandise, such as limited-edition jackets, hats, and invitations to special events.

Nike’s Run Club

In addition to tracking users’ runs, Nike’s Run Club app offers challenges and community events. Participants can earn branded merchandise such as T-shirts, medals, and water bottles featuring the Nike Run Club branding.

Airbnb’s Localized Merchandising

Airbnb launched a series of branded merchandise themed around different cities and countries where they operate. Items included locally inspired artwork, city-specific tote bags, and neighborhood maps designed by local artists.

Angela Ash is an expert writer, editor and marketer, with a unique voice and expert knowledge. She focuses on topics related to remote work, freelancing, entrepreneurship and more.