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.
