The Power of Merchandise: A Strategic Tool for Company Rebranding
With summer in full swing, we wanted to reflect back on 2023 and celebrate some of the rebrands we helped work on last year.
After achieving B Corp status at the back end of 2022, Beyondly previously known as Comply Direct had already put the wheels in motion to relaunch the brand to better reflect their core values as a company. They wanted the rebrand to reflect their transformative legacy built by their Executive Chairman, Gareth Roberts in 2006 to fill a much-needed gap in the market for a customer centric environmental company; whilst considering the ever-changing business world Beyondly continued to operate in.
Beyondly resonates around preservation for the future, and as a brand their core belief operates around protecting our home and environment by collective effort. Action is very much needed now which far outweighs environmental compliance obligations.
The brand name Beyondly was a natural necessity, making them optimally positioned for supporting as many organisations as possible with reducing their environmental impact and supporting with business change.
Like Beyondly, the team at Mercharoo also helped the foodservice buying group Country Range Group promote their Country Range brand refresh last year, with sustainable industry specific merchandise including the food safe bowl scraper which has become a firm favourite with the brands customers.
The Benefits of Merchandise when Rebranding
In today's fast-paced business landscape, rebranding has become a common strategy for companies looking to stay relevant and adapt to changing market dynamics. While rebranding involves a multifaceted approach, one often underestimated yet highly effective aspect of this process is the use of merchandise. The strategic deployment of branded products can play a pivotal role in rejuvenating a company's image, enhancing brand visibility, and connecting with audiences on a deeper level. In this article, we explore the art and science of using merchandise for company rebranding.
- Reinforcing Brand Identity
One of the primary objectives of rebranding is to redefine or refresh a company's brand identity. Merchandise can serve as tangible symbols of this new identity. Whether it's updated logos, slogans, or colour schemes, custom merchandise can help reinforce these changes in a memorable and engaging way. When customers receive merchandise with the rebranded elements, they are more likely to associate the new image with the company, helping the transition to the new brand identity.
- Building Emotional Connections
Merchandise has the unique ability to evoke emotions and foster a sense of connection with a brand. When done right, branded products can tap into customers' sentiments, creating a more profound and lasting impression. Companies can leverage merchandise to communicate their values, mission, and the story behind the rebrand, making customers feel like part of the journey. This emotional bond can lead to greater brand loyalty and advocacy.
- Increasing Brand Visibility
Rebranding efforts often go unnoticed if not properly promoted. Merchandise can serve as a mobile billboard for your new brand. Think of branded t-shirts, hats, or bags being worn or used by employees and customers in various locations. This widespread visibility helps to create buzz and intrigue around the rebrand, attracting attention and interest from potential customers.
- Employee Engagement and Alignment
Effective rebranding involves aligning employees with the new brand vision. Distributing branded merchandise to employees can help create a sense of pride and ownership in the rebranding process. When employees proudly wear or use company merchandise, they become walking ambassadors for the new brand. Their enthusiasm can be contagious and contribute significantly to the success of the rebranding effort.
- Unique Marketing Opportunities
Merchandise also offers unique marketing opportunities. For example, consider hosting a launch event or giveaway campaign to introduce the rebrand to your audience. Promotional merchandise like custom pens, keychains, or tote bags can be used as promotional items or prizes. Such events can generate excitement, engage your audience, and help spread the word about the rebrand.
- Customer Appreciation and Loyalty
Offering merchandise as a token of appreciation to loyal customers can be a powerful gesture. It not only shows gratitude but also encourages customer retention and repeat business. By providing quality merchandise, you enhance the perceived value of your brand and leave a positive impression on your customers.
- Measuring Impact
Using merchandise for rebranding isn't just about giveaways; it's also about strategic planning. You can measure the impact of your rebranding efforts by tracking the distribution and usage of branded merchandise. Monitor social media mentions, customer feedback, and sales to gauge the effectiveness of your rebrand and merchandise initiatives.
Conclusion
In an era where brand perception can make or break a company, rebranding is often a necessity. However, the success of rebranding efforts doesn't solely depend on changing logos or slogans. It also hinges on how well a company can convey its new identity and connect with its audience. Merchandise is a versatile and potent tool that can aid in this endeavour. When used strategically, it can reinforce brand identity, build emotional connections, increase visibility, and engage both employees and customers, all contributing to a successful company rebranding. So, don't underestimate the power of merchandise in your next rebranding campaign; it might just be the missing piece to your brand's revitalisation.