Chapter 5 – The Power of Trademarks in Modern Marketing
If you’ve ever worked with marketing agencies, or even have in-house marketing team, you’ll have heard the term digital marketing. Technical concepts like search engine optimisation are thrown around or maybe you’re being told that you need to be posting on social media every day and run regular email marketing campaigns.
But do you want to know something that works even better and has been around for decades?
Branded merchandise!
Merchandise can serve as a powerful marketing tool, increasing brand visibility and awareness. I’m sure you’ll have seen someone walking down the street dressed head to toe in matching designer clothes or maybe you see people in the gym kitted out in Gymshark sportswear.
The customers of those brands act as walking advertisements, spreading the brand’s message and most significantly, enhancing its reach.
Some companies even hand out branded merch for free!
When computers first started entering our homes, branded mouse mats were handed out by companies wherever you went. If you’ve ever attended events, you’ve lived through this.
You walk around collecting free gifts and go home with a collection of branded mugs that most likely now sit at the back of your kitchen cupboard, I know mine certainly do!
Do you want an example of a company that does this like no other?
Nike: A Masterclass in Using Trademarks for Marketing
Nike’s use of its “swoosh” logo is the perfect example of a powerful marketing and promotional tool. The logo, which appears on clothing, footwear, and sports equipment, is instantly recognisable. When athletes and consumers wear Nike-branded merchandise, they promote the brand, enhancing its visibility and appeal.
When you think about Nike, WHO do you think about?
Want to learn more about Nike’s trademarks? We recently wrote about Nike’s trademark dispute with Adidas which you can read here.
It may feel like merchandising is more relevant to products than it is to services but that’s rarely the case.
Think hard on these 3 drivers:
- Who are the people you want to expose your brand to?
- What can you put in front of them that they will use that will repeatedly re-enforce your brand, is it a Mug, a fidget spinner, an iPhone case, a stress ball?
- Get your tagline right! The best taglines are Calls to Action e.g. Just do it! (Nike)
Trademarks and taglines as marketing tools amplify brand visibility. They turn everyday items into promotional materials, broadening the brand’s reach without additional advertising costs.
The possibilities are endless with merch. Maybe you put your branding on umbrellas, or you give out free mugs or T-shirts with your logo and slogan at an event you sponsor.
Think about scenarios in which people and products, positioned in the right place can act as your brands marketing and promote your business.
Let me give you an example…
Picture this…
Your business wants to raise brand awareness by advertising on the Tube Line to Bank Station in London because your ideal clients work in Banking.
However, The Tube ads are very expensive and only last for one month before being replaced.
So instead, you hand out, free non-disposable travel mugs to all the people getting off at Bank Station with a coffee… what do you achieve?
- People love free stuff, so that’s a win for your Brand or Trademark.
- Some of the people you give them to could become customers
- People re-use those mugs on the tube every day until they lose them! Now you have free advertising on the tubeline every day as well as places of work and anywhere they travel with that mug.
So, the next time you’re thinking about the ways to promote your business, remember: your trademark and brand identity are not just protective measures, they’re growth opportunities. Use them wisely, and you’ll turn everyday items, events and interactions into brand ambassadors that work for you.
Are you ready to make your trademark work harder for your brand? Reach out to us at The Trademark Helpline, and we’ll help you make it happen.
Questions about this
How can a trademark be used as a marketing tool?
By putting the brand on items people use and see every day. Branded merchandise turns customers into walking advertisements, spreading the brand and extending its reach without extra advertising costs. Nike’s swoosh is a good example, instantly recognisable on clothing, footwear and sports equipment. A logo and tagline on everyday items can keep promoting a business long after the item is handed over.
Answered by Saad Ashraf, Marketing ManagerWhat makes branded merchandise effective?
Three things: knowing who you want to expose the brand to, choosing something they will use repeatedly so it keeps reinforcing the brand, and getting the tagline right. The best taglines work as calls to action, such as Nike’s “Just do it”. A reusable travel mug given to commuters, for example, can keep promoting a brand on every journey long after an expensive poster campaign would have ended.
Answered by Saad Ashraf, Marketing ManagerIs branded merchandise worth it for a service business?
Usually, yes. Merchandising can feel more relevant to product brands, but that is rarely the case. A service business can put its logo and tagline on everyday items, such as mugs, umbrellas or T-shirts, and hand them out at events it sponsors or to the people it most wants to reach. Each time the item is used, it promotes the business again, turning everyday interactions into brand ambassadors.
Answered by Saad Ashraf, Marketing Manager
