Episode #3: The 7 BIGGEST Mistakes with Custom Merch!

So, you think custom promotional products are just another item with your logo slapped on it? If that’s your mindset, you might be doing more harm than good to your brand. Badly designed or ill-conceived merch isn’t just a wasted opportunity; it can actively cost you more in the long run – in reputation, client perception, and straight-up regret.

We're diving into the biggest mistakes brands make with their merchandise and, crucially, how you can avoid them. Let's get into it.

Mistake #1: The Siren Song of "Cheapest" – And Why It Sinks Brands

Too often, a common first question is, "What's the absolute cheapest product available?" Industry professionals always caution against this approach. Chasing the lowest price point might feel like a savvy move for your budget, but how does it position your brand?

Presenting your brand in the most sufficient and highest quality way possible should be the goal. Brutal advice, backed by extensive industry experience, is this: cheap pens and notebooks won't just make your brand look bad, they will make your business look like a joke. If your merch is trash, people will assume your business is too. This creates an "echo effect," where the poor quality of the item directly mirrors onto your brand's perceived value.

The Fix: Invest wisely. If budget is tight, consider a lower quantity of a higher-quality item. Your customers and business partners will appreciate it, the item will last longer, and it will genuinely represent your brand in the best light. If you are looking for an inexpensive item, ensure it genuinely fits your specific audience and the situation – but from experience, the cheapest option rarely works well.

Mistake #2: The Curse of Boring Merch – Don't Be Forgettable!

Even if you're using a common product like a notebook, pen, t-shirt, or bottle, it doesn’t mean it has to be boring. The question is, how can you make these everyday items exciting?

The magic lies in your message. You can lift any product to a completely new level with your own individual approach.

• Be Funny: A witty slogan can make a simple item memorable.
• Be Motivational: An inspiring quote can resonate deeply.
• Share Your Vision: Offer a glimpse into what your brand stands for.

The Fix: Instead of just plastering your plain logo on another t-shirt, think about how you can connect with your customer. Does the message resonate with their day-to-day life? Does it show you understand them? Choose a common product if it fits, but elevate it by adding a great story, message, or vision. This makes the client feel excited to be part of your business and your journey.

Mistake #3: Rushing In Unprepared – The Recipe for Regret

One of the most common ways businesses waste time and money on custom merch is by not being prepared. This leads to endless revisions, delays, and sometimes, outright regret over the final product. It's not uncommon to see clients approve mockups with the wrong sub-brand logo, rendering the items useless for their intended audience.

Problems often arise when people don't fully understand their own branding – the look, feel, and how it translates to different formats.

The Fix: Plan ahead! This is invaluable advice.

• Get Your Ideas on Paper: Have a clear vision for your promotional products. How do they fit your marketing and branding strategy?
• Understand Your Branding: Sit down and define the appearance, look, and feel of your brand. How will this translate effectively onto different products? Doing this groundwork can speed up your design and creation process tenfold.
• Allocate Enough Time: Factor in time for idea generation, research, design, and production. Rushing leads to mistakes.
• No Room for Laziness: Prepare thoroughly before you even reach out to any supplier. Don't waste your budget, or anyone's time, on poorly planned merch.

Mistake #4: Navigating the Fog of Pricing – Demand Transparency!

The promotional products industry can be complicated when it comes to pricing. You see a price for a blank product, but what about decoration? Setup fees? Hidden costs? It shouldn't be a surprise later in the process.

Seek out suppliers who pride themselves on transparency. Their platform should ideally show you the final price, including one type of decoration, upfront. You should be able to understand your budget without needing to contact anyone first.

The Fix: Don't settle for less. If you can't see a full price breakdown, including decoration, upfront on a supplier's website, don't go any further. It makes no sense to waste your time, only to be surprised by a bill that's 20-40% higher than you anticipated.

Mistake #5: Quantity Quirks – Big Reach vs. Targeted Impact

Businesses often ask about minimum order quantities – "Is it only possible to order 100 pens or 200 bottles?" It depends on your strategy.

• For Broad Reach: If you want your promotional products to have a significant impact as part of your overall marketing strategy, you generally need to go for bulk orders. This allows you to reach a wider audience.
• For Targeted Use: However, small orders absolutely have their place. Think 10 pens for team motivation, 20 t-shirts for a small group, or utilizing print-on-demand for specific, limited needs.

The Fix: Align your order quantity with your purpose. If you're serious about branding impact through reach, bulk is often necessary – but it doesn't always have to be expensive. By choosing your product wisely to resonate with your customers, even smaller budgets can work for larger orders.

Mistake #6: The "Crazy Product" Conundrum – Does it Actually Connect?

It's common to see businesses considering "crazy" or highly unusual products, hoping to stand out. But the crucial questions are:

• Does this product genuinely help you stand out with your specific audience?
• Can your customer relate to this type of product?
• Does the message actually come across with such a unique item?

The Fix: Don't assume "crazy" automatically means effective. Sometimes it can be a misstep. A common product, like a notebook, with an outstanding message, slogan, or quote can have just as much, if not more, impact and longevity with your client. Ensure the product choice, whether common or crazy, aligns with your message and your audience.

Mistake #7: Underestimating Your Merch – It’s a Powerful Marketing Channel!

Stop "half-assing" your custom merch concept! Promotional products are not just throwaways; they are a legitimate, grown-up marketing channel that can be integrated into your overall strategy, much like online advertising.

The Fix: Treat custom merchandise as a serious tool.

• Integrate & Track: Use QR codes on your merch that link to unique landing pages. Suddenly, your physical product becomes trackable, allowing you to measure reach and impact.
• Strategic Use: Think about how merch can complement your prospecting or retargeting campaigns. It offers a tangible, physical touchpoint that can make your brand more memorable and lively for customers and prospects.

Hopefully, this advice helps you approach your next merch project with fresh eyes and a strategy for success.