Branded merchandise is a game-changer for small business promotion. According to the Small Business Marketing Report presented by VistaPrint in partnership with Wix, promotional materials are a top marketing tactic that would make consumers more likely to shop at a small business. In 2023, 29% of small businesses were investing in promo items and more businesses are catching on to the power of branded merchandise. But what is branded merch? In this article, we’ll explore the applications and benefits of branded merchandise, highlighting the most popular product categories for you to print your branding on.
- Branded merchandise is any product that features a company logo, name or message, used to promote a business. Branded merch is a powerful marketing tool that can be used for small business promotion, employee engagement and to create revenue.
- Small businesses can use branded merchandise to increase brand awareness, build loyalty and engage customers. Benefits of promotional products include increased brand recognition, creating memorable experiences and encouraging word-of-mouth marketing.
- Apparel, drinkware and stationery are among the most popular promo products. Whether it’s a custom T-shirt, branded pen or tote bag, these items are tangible reminders of your business, creating lasting impressions.
What is branded merchandise?
Branded merchandise—also known as branded merch, promotional products or swag—is any item customized to showcase a business’ brand identity. Your merch is a physical extension of your business, stamped with branding elements like your company logo, brand colors or slogan.
Whether it’s a custom pen, branded hoodie or tote bag, branded merchandise takes everyday items and turns them into tools to develop brand recognition. In short, merch is a tangible way to keep your brand in the hand (desk, fridge or car…) of your target audience and on their mind. However you package it, merchandise is a powerful marketing tool that creates memorable, branded experiences.
Source: Branded water bottle via VistaPrint
How businesses can use branded merchandise
While branded merchandise is often used for small business promotion—giveaways, trade shows and product launches—it can also be used to foster internal branding and employee engagement, improve relationships with clients or even sold to create new revenue streams.
Branded merchandise for business promotion
Branded merch serves as a tool for promotion by embedding businesses into the everyday life of their target market, making brands more visible and memorable. Take practical items like pens, caps or T-shirts, and customize them with your business name or brand logo design, transforming these useful items into walking ads.
Promote your business with branded merch at:
- Events
- Trade shows
- Pop-ups
- Giveaways
- Product launches
- Career fairs
Branded merchandise at a launch event. Source: via VistaPrint
Whether at a launch event or trade show, branded merch grabs attention and starts conversations. Hand out reusable water bottles or wearable apparel and your brand travels wherever those items go. It also adds a tangible element to promotions—promotional items with a logo printed on create lasting connections that digital ads just can’t replicate.
Branded merchandise for employees
Branded merchandise plays a key role in internal branding and employee engagement. Practical corporate gifts like tumblers, notebooks and desk accessories with your company logo help reinforce your brand identity internally. These items foster a sense of belonging and pride among employees, making them feel appreciated.
Corporate uses for branded merch:
- Promotional gifts
- To celebrate achievements and milestones
- New hire packages
Branded mugs and tech accessories make excellent welcome gifts for new hires, giving them a warm introduction to your company culture while keeping your brand visible.
Branded mugs as holiday gifts for employees. Source: via VistaPrint
Beyond boosting employee morale, corporate gifts continue to act as promotional tools. When your team uses them outside of the office—at the gym, in coffee shops or on their commute—or shares them on social media, they’re spreading your business’ branding organically, increasing brand visibility.
Selling branded merchandise
Selling branded merchandise has become a powerful way for businesses to boost revenue (the U.S. merch industry was valued at $26.98 billion in 2024), playing a big role in modern marketing strategies.
Branded merchandise for sale in a donut shop. Source: via VistaPrint
Sell branded merchandise:
Selling custom T-shirts with a logo or company slogan printed on, for example, engages customers while providing a tangible piece of branding they can wear proudly. Coffee shops often offer branded coffee mugs and tumblers that customers can reuse, while gyms offer towels or water bottles. These merchandise items do more than generate income—they foster a sense of belonging, turning customers into brand ambassadors.
Source: Custom T-shirt via VistaPrint
Benefits of branded merchandise
Branded products offer many benefits beyond just getting your name out there. Whether through giveaways, employee gifts or sales, the benefits of branded merchandise include…
- Boosting brand visibility and recognition: Put your brand logo out into the world with branded items like tote bags. With 74% of American consumers keeping and using branded products regularly, merch is proven to be an effective tool to develop brand recognition and boost brand engagement.
- Offering cost-effective marketing: Branded merchandise is a budget-friendly way to put your brand in front of potential customers, offering low-cost, long-term exposure as items continue to be used. When you sell branded merch, you increase revenue while implementing a free marketing tactic. Win-win!
- Building trust and loyalty: With 58% of consumers saying they love receiving promotional products, branded merch fosters brand loyalty, while high-quality items reinforce professionalism and build trust.
Customers love receiving branded products. Source: via VistaPrint
- Encouraging word-of-mouth promotion: With 43% of consumers recommending a business on social media or in real life after receiving a branded item, merch helps to spread your brand message among your target audience.
- Fostering emotional connections: 39% of consumers associate branded products with self-expression, so design and make branded merch that resonates with your target audience. This creates stronger emotional connections with your brand and makes customers feel valued.
- Enhancing employee morale: Branded items given to employees as gifts or to celebrate achievements help boost morale and transform them into brand advocates, extending your reach.
- Supporting a marketing mix: Branded merch connects digital campaigns with real-world exposure, creating more touchpoints with your target market and amplifying your marketing efforts.
- Driving sales: With 66% of consumers reporting a positive shift in brand perception after receiving a branded item, company merch can directly impact sales and ROI.
Popular branded merchandise for small business promotion
While you can turn almost any item into branded merchandise simply by adding your company’s logo, slogan or design, some categories of promo products tend to grab more attention than others. Let’s take a look at the most popular branded items customers love to receive.
U.S. consumers love branded pens, T-shirts, mugs, tote bags and umbrellas. Source: via VistaPrint
Discover trending and popular promotional products in our survey to make sure your merchandise appeals to your target market.
Apparel
Custom clothing offers a wide range of customization options and ensures your brand is seen everywhere.
Source: Branded T-shirt and custom cap via VistaPrint
Examples: T-shirts, hoodies, caps, jackets and polo shirts with your logo make for versatile branded items.
Uses: Trade show giveaways, employee uniforms and merchandise for sale via a physical or online store.
Best for: The ultimate wearable merch that builds brand recognition and creates a cohesive team look.
Source: Branded T-shirts via VistaPrint
Source: Custom cap via VistaPrint
Source: Custom hoodie via VistaPrint
Drinkware
Custom drinkware provides brand exposure whenever these useful items are used for water, coffee or tea.
Source: Branded water bottles via VistaPrint
Examples: Mugs, water bottles, tumblers and travel cups are perfect for keeping your brand in people’s hands.
Uses: Gift drinkware to customers and employees or give it away at promotional events.
Best for: These transportable branded items help ensure your branding is seen everywhere.
Source: Branded water bottle via VistaPrint
Source: Custom water bottle via VistaPrint
Stationery
Custom stationery can be used in offices, at home or events, ensuring your business name is visible in work-related contexts.
Source: Custom sticky notes via VistaPrint
Source: Custom notebooks via VistaPrint
Source: Custom pens via VistaPrint
Examples: Promotional pens, notebooks, sticky notes, notepads and journals.
Uses: Corporate or career fair giveaways where you want to gift an item that’s useful to existing or prospective employees.
Best for: These everyday items serve as functional reminders of your brand in business spaces.
Tech accessories
With people relying heavily on their devices, branded tech ensures your logo is seen regularly in a forward-thinking context. Add your social media handles to tech accessories for an extra touch.
Source: Smartphone wallet via VistaPrint
Source: Custom USB drive via VistaPrint
Examples: USB drives, cell phone accessories, wireless chargers and power banks are essential tech items that keep your brand connected to your audience.
Uses: Give away items to customers, employees and at trade shows, product launches and career fairs.
Best for: Appealing to tech-savvy customers and keeping your brand top of mind in a digital world.
Bags
Custom bags offer large surfaces for branding, meaning you can include a design or slogan as well as your brand name and logo.
Source: Branded duffel bag via VistaPrint
Source: Custom tote bag via VistaPrint
Examples: Tote bags, backpacks, drawstring bags and fanny packs make for practical and stylish merch.
Uses: Sell branded bags on your online store or give them away to customers at events or with purchases.
Best for: Bags are functional daily-use promotional items that boost your brand visibility on the go.
Practical items
Practical items that continue to be used long after they’re gifted or bought help keep your brand front and center.
Source: Branded gym towel via VistaPrint
Examples: Coasters, pillows, blankets, towels and umbrellas are perfect for connecting with customers in everyday life.
Uses: Gift useful items to valued employees to celebrate milestones or as seasonal giveaways at events.
Best for: Giving functional items keeps your brand visible in customers’ homes or out and about in the world.
Source: Corporate umbrella via VistaPrint
Ready to print branded merchandise?
Branded merchandise is a powerful marketing tool for small businesses, offering endless possibilities from promotion to employee engagement and even generating extra revenue. The demand is there—customers love receiving and using branded products, making them a goldmine for brand recognition and loyalty.
Source: Branded tumblers via VistaPrint
But, to truly reap the benefits, you’ve got to put time and effort into designing and creating merch. Quality items speak volumes, so choose your printing partner carefully. A trusted provider, like VistaPrint, can ensure your merchandise looks great and leaves a lasting impression.
Branded merchandise FAQs
Why is branded merch important for business promotion?
Branded merch is a powerful tool for business promotion because it keeps your brand visible long after it’s gifted or bought. It’s a cost-effective way to increase brand recognition, foster customer loyalty and generate word-of-mouth marketing.
What are the most popular branded merchandise items for small businesses?
Some of the most popular branded merchandise items for small businesses include T-shirts, water bottles, tote bags, pens and notebooks. Customers’ favorite promo products are often useful, meaning they are more likely to hold onto them.
What does “branded item” mean in marketing?
In marketing, a branded item refers to any product that is customized with a company’s branding elements, such as a brand name, logo, slogan or message.
What is the difference between branded merchandise and swag?
Branded merchandise and swag both refer to promotional items with a brand logo or message. While swag is often fun, free items given away at events, branded merchandise focuses on high-quality, functional items that build long-term brand visibility, recognition and loyalty.
