What Message Do Your Gifts and Merch Send?

This coaching tip was originally published in the Coaching for Excellence newsletter.

Brand relationships continue to evolve. Let’s challenge your marketing strategy for merch and partnerships.

Merchandise

Few people want to be a billboard for your brand, clothing or home goods. The exception is when it resonates with their identity. When they want to signal they’re part of a community or lifestyle.

gifting

The ideal gift is unique to the client. It shows you value them as an individual instead of a transaction. If you listen and take notes throughout the relationship, clients drop clues about their favorites and interests. I keep these clues in their client file.

A meaningful gift is used and talked about more than a branded tchotchke. There is still a place for branded items, but I encourage you to create a personalized experience.

Merchandise

Companies use branded merchandise for many reasons. It’s used for team apparel, event gifting, trade shows, and retail shelves to name a few.

Look outside of your brand’s visual identity and focus on the ethos. What about your ethos would your people want to signal?

Ethos is a Greek word meaning “character,” and it refers to the set of beliefs, values, and moral principles that define a person, group, or organization. – Merriam Webster

My tagline, “Lead with Excellence”, is a more appealing choice for branded merchandise than my business name “the CEOffice”. Lead with Excellence signals the type of person you are. The CEOffice might start a conversation, but not as likely.

There are thousands of branded items using the same drop ship companies with similar fonts and colors. Trends come and go. How will you differentiate your brand to make it appealing and memorable? How can you capture your ethos with great design?

Partnerships

The appeal of working with well-known brands is flattering. You get greater exposure with their audience and resources. But don’t overlook opportunities to partner with lesser-known brands. Sometimes you have more creative freedom to leverage each other’s strengths and create something new of value.

What brand best complements your business and shares your ideal client? You don’t sell the same service or product, but your values and target market align. A partnership I’ve enjoyed watching grow is Donna Mondi Interior Design and MATERIAL Bespoke Stone + Tile. It started with fireplaces and now includes kitchen hoods.

Whether you are a big fish in a little pond or a little fish in a big pond, ask these questions before committing to a partnership, collaboration, or shared venture.

• Who creates the partnership agreement to spell out the terms? If working with a well-known brand, will you default to their agreement? What do their terms include?
• Who is responsible for selling and marketing? Is it co-branded?
• How will expenses and profits be split?
• Is the compensation fair for the scope of work?
• Who retains ownership of intellectual property?
• How do you protect client data? Will clients opt-in to have their data shared with both companies?
• What happens if things go sideways? How does the agreement address resolution, litigation, default, and cancellation?

It’s easy to get caught up in the excitement of a new venture and overlook details. Ask any and all questions up front. It’s easier to sort them out ahead of time than after the contract is signed.

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