November 11, 2024

How Big Brands Are Using Merch Stores to Strengthen Brand Connection

Gone are the days when we associate branded merch with bands, sports teams, and corporate gifting. Big (unexpected) brands have jumped on the merch train, and we're so here for it.

Look around – it’s not just entertainment franchises or sports teams launching merch stores anymore.

Fast food chains like KFC, grocery stores like Costco, and even casual dining restaurants are hopping on the merch bandwagon. Dubbed “fast-casual” merch, just a glance at one of these merch sites and see everything from branded hoodies and quirky mugs to less obvious items like pet apparel.

When looking for new basics to add to your wardrobe, might we suggest a neutral tee and vintage sweatpants from Taco Bell's basics collection, available today at the Taco Shop?

Yep, you read that right!

Here's the deal – the appeal of these items lies in the unexpected. A playful twist that taps into consumer nostalgia, loyalty, and the desire for a deeper connection with the brands they love.

These once-unlikely candidates are proving that branded merch is for anyone looking to turn everyday moments into lasting brand experiences.

Let’s discover why this approach is effective and how to use the same techniques to level up your swag game!

The Undeniable Power of Brand Connection

Brand Loyalty in the Age of Merch

Today, brand loyalty is about more than just good products or prices. It’s built on emotional connection! Shoppers are drawn to brands that reflect their values and lifestyle, and this bond keeps them coming back.

The not-so-secret secret? Branded merch helps strengthen this connection.

When people wear or use merch, they’re not just showing off a product but expressing part of their identity. Merch physically represents a brand's personality, allowing fans to connect more deeply.

This connection has the power to turn casual buyers into loyal supporters.

How Merch Plays a Role in Brand Connection

Whether it’s a Tim Hortons hoodie, a Kit Kat belt bag, or Swiss Chalet slides, merch gives people a way to show their connection to a brand. Limited-edition or special items strengthen this connection, creating excitement and urgency.

Branded merch can also bring back memories, celebrate cultural moments, or creatively show the brand’s personality.

When done well, it makes customers feel like they’re part of the brand’s journey.

Case Studies: Big Brands Leading the Merch Game

Here, we'll look at some unlikely players who have turned their brand identity into successful merch strategies.

Swiss Chalet: A Taste of Nostalgia

Swiss Chalet, a beloved Canadian restaurant chain, has embraced nostalgia with its branded merch.

Known for its rotisserie chicken, the brand's merch features fun, nostalgic designs inspired by classic menu items. The products, from t-shirts to bucket hats and beach towels, make fans feel like they’re part of a special club.

This strategy reinforces Swiss Chalet's long history and creates a deeper connection with customers beyond dining.

Swiss Chalet Tote Bag — Image by @swisschaletca | Brand Blvd did not produce the merch shown here. It is used as an example for this article.

Kit Kat Canada Merch — Image by @kitkatcanada | Brand Blvd did not produce the merch shown here. It is used as an example for this article.

Kit Kat: Playful and Fun

Kit Kat, famous for its “Have a break, have a Kit Kat” slogan, has turned its lighthearted and playful brand personality into engaging swag.

Leaning into its playful side, one design features an illustrated Kit Kat bar with a large bite taken from the centre. Paired with the text "You do you," this pokes fun at the traditional way Kit Kats are meant to be eaten. Designs like this use humour to unite people, creating a sense of community everyone can enjoy.

(Why does biting the bar down the middle feel illegal?)

By embracing their playful identity through creative merch, Kit Kat connects customers to the brand's fun and relaxed attitude.

Tim Hortons: A Canadian Icon

Tim Hortons, another iconic Canadian brand, uses its merch to celebrate its cultural significance.

While it offers classic coffee shop items like drinkware, TimShop goes further with apparel, pet toys, and even a seasonal Halloween collection.

Their merch taps into national pride and familiarity, with limited-edition collections creating excitement among fans. At the same time, everyday staples like coffee cups allow customers to carry a piece of the brand wherever they go.

Tim Hortons Pet Merch — Image by @timhortons | Brand Blvd did not produce the merch shown here. It is used as an example for this article.

The takeaway?

Each brand successfully taps into its unique identity to enhance its emotional connection with fans. Pro tip: lean into what makes you recognizable.

Why Branded Merch Is a Game-Changer for Big Brands

In short, branded merch helps big brands build strong emotional connections with customers.

When people wear or use merch, they’re showing their support and making the brand a part of their identity. This emotional bond goes beyond traditional advertising, fostering long-term loyalty.

Merch also serves as free advertising. A branded hoodie or logo-covered water bottle turns customers into walking ads, sparking conversations and spreading brand awareness without extra costs.

The social media buzz created by quirky items works similarly and keeps brands relevant to new generations beyond their core products.

Launching a Merch Store: 3 Key Steps for Success

What’s one common thread amongst all these big brands? Accessibility. They’ve tapped into the e-comm space to ensure their merch is reaching their audience with ease. Starting a merch store can boost your brand's connection with customers. Here's how to do it right:

Choose the Right Products: Offer items that match your brand's personality. For example, a playful brand might sell quirky t-shirts, while a professional brand could offer sleek notebooks.
Focus on Quality Design: Make sure your merch looks good and is well-made. Poor quality can harm your brand's reputation.
Partner with Experts: Partnering with a branded merch company ensures a smooth and successful strategy. They handle everything from design to production and distribution! Merch companies also use their expertise to create high-quality products that capture your brand's essence and deliver a seamless customer experience.

By following these steps, your brand can create a successful merch store that delights customers and strengthens brand loyalty.

Why Merch Is Here to Stay

Branded merch has evolved way beyond what we used to expect!

From fast food chains to grocery stores, unexpected brands are capitalizing on the merch trend to create deeper connections with their customers. These brands are turning everyday products into lasting brand experiences by offering unique, nostalgic, and limited-edition items.

As this trend grows, it's clear that creative merch is a smart way to boost brand loyalty and keep customers excited beyond their first purchase.