Building a Merch Strategy: Where to Start and What to Avoid

Merch can be one of the most powerful tools for building brand awareness, connecting with your audience, and even creating a new revenue stream. But like anything in business, having a strategy is what separates the brands that thrive from the ones left with a closet full of unsold T-shirts.

So, if you're thinking about taking the dive into investing in branded merch, here's where to start... anddd a few things to avoid.

Step One: Define Your Goals

Before you design anything, get clear on what you want your merch to do for you. Is it about:

• Brand awareness? Getting your logo out into the world.

• Customer loyalty? Creating memorable giveaways that keep your brand top of mind.

• Revenue? Selling merch as a direct income stream.
  

Each goal leads to different choices. Freebie merch for awareness may focus on cost-effective items like stickers or tote bags, while revenue-driven merch calls for higher-quality, premium products that people want to buy.

Step Two: Know Your Audience

Not all merch works for every crowd... It's easy to get caught up in things you like, but A tech startup audience may love sleek laptop backpacks, while a wellness brand’s audience might connect better with water bottles or yoga mats. Think about your customers’ lifestyles and daily routines, where could your merch naturally fit in?

A good test: if your merch doesn’t feel useful, stylish, or “giftable,” your audience probably won’t use it.

Step Three: Start Small and Scalable

It’s tempting to go all-in with a big merch drop, but the smarter move is to start small. Launch a single product or a small bundle, test how it performs, then scale up. This way, you reduce risk and gather valuable feedback before investing in bulk orders.

Starting with a kit or package option also helps keep your branding consistent and makes decisions easier, your merch strategy should feel intentional, not random.

What to Avoid

Skipping the Branding Details

One of the biggest mistakes is rushing the design process. Your logo files should be high-resolution (SVG, AI, or TIFF), and your brand colors should be locked in. Sending low-quality artwork leads to delays, extra fees, and products that don’t look the way you imagined. It really is worth the time and money to get your logo done right the first time.

Choosing Products You Wouldn’t Use

Just because something is trendy doesn’t mean it’s right for your brand. Always ask: Would I actually use this? Would my customers?  Merch that sits in a drawer doesn’t create impact.

Forgetting the Budget Balance

Cheaper isn’t always better, but expensive isn’t always effective either. Keep an eye on your ROI and match the merch investment to your goals. A freebie pen makes sense for a trade show, but for loyal customers, a higher-value gift (like a fleece or insulated mug) carries more weight.

The Bottom Line

Building a merch strategy doesn’t have to be overwhelming, it just has to be intentional. Start with your goals, know your audience, test small, and make sure every piece of merch you produce reflects the quality of your brand.

The right merch doesn’t just promote your business, it builds connections, tells your story, and keeps your brand in people’s daily lives.

That’s when it stops being “stuff” and starts becoming strategy.

Ready for your free quote? Email Hello@vividpromos.com and get started.