Company Merch: How to Build Your Brand With Custom Products
Custom merch increases brand awareness by 45%. The difference between merch and regular promotional products? Design that people actually want to use. Here is the strategy, design tips and products you need.
Everyone has a drawer full of free pens and mugs with a logo they cannot remember. That is promotional products. Merch is something entirely different.
Company merch is about creating products people actually want to use, wear and show off. Done right, custom merch increases brand awareness by 45% and creates an emotional connection between people and your brand.
What is merch, and why is it more than promotional products?
Promotional products have your logo printed large and are given away for free. The goal is visibility. Merch takes a different approach: the design drives the product, the brand is subtly integrated, and the quality is good enough that people choose to use it.
Think about the difference between a cheap t-shirt with a giant logo and a sleek hoodie with a discreet mark on the collar. The first one ends up at the back of the wardrobe. The second becomes a go-to favourite.
Research from the Promotional Products Association shows that 85% of recipients remember the brand behind a garment they wear regularly. When the design is thoughtful, merch becomes part of people's wardrobe and daily life. That is marketing the recipient actively chooses to participate in.
Internal merch vs external merch
Company merch serves two different purposes depending on the audience.
Internal merch strengthens company culture. Employees who wear merch from their employer feel a stronger sense of belonging. It builds community internally and turns the team into visible ambassadors externally. A quality onboarding pack with well-made merch sets the tone from day one.
External merch spreads the brand beyond the office walls. Customers, partners and fans become walking brand ambassadors when they use your products in their daily lives. Some companies sell merch directly, others use it as exclusive gifts for loyal customers.
The strategy should differ. Internally, you can be more direct with the branding. Externally, the design should stand on its own, so people wear it because they like the product, not just because they got it for free.
Merch strategy in 5 steps
1. Define your brand identity. What values and feelings should the merch communicate? A tech company communicates differently from a construction firm. Start with colour palette, typography and tone.
2. Choose a design direction. Should the merch be minimalist and premium, or playful and colourful? The design should reflect the brand while appealing to the target audience. Get help from a designer who understands textile printing.
3. Select products and quality. Do not pick the cheapest option. The quality of your merch reflects directly on your brand. A hoodie in 320 gsm cotton with embroidered logo signals something completely different from a thin polyester tee with heat transfer.
4. Decide on distribution. Will the merch be given away, sold in an online store, or both? Many companies combine: free for employees, available for purchase by customers and fans.
5. Measure the impact. Track internal usage (do employees wear the merch?), collect customer feedback, and monitor whether merch-related posts get shared on social media.
Design tips for company merch people will actually use
The most common mistake is making the logo too big and too visible. Nobody wants to walk around as a human billboard.
The best merch programmes follow the principle of "lifestyle merch" rather than "logo merch." This means:
- Subtle branding. Logo on the collar, sleeve, or as a small embroidery on the chest. Let design elements like colours and patterns do the work.
- Premium materials. Heavy cotton (250+ gsm), soft fleece, real leather. The material tells the recipient this is worth keeping.
- On-trend design. Follow trends in cuts and colours. An oversized hoodie in earth tones hits 2026 better than a tight polo in neon.
- Limited editions. Exclusivity increases perceived value. "Limited edition" company merch creates a sense of collectibility.
Read more about branded workwear for deeper insights into material choices and printing techniques.
Popular merch products for companies
| Product | Price range ex. VAT | Target audience | Usage value |
|---|---|---|---|
| Hoodie | NOK 250-450/pc | Employees, customers | Very high |
| T-shirt | NOK 120-250/pc | Everyone | High |
| Caps/beanie | NOK 80-180/pc | Everyone | High |
| Thermal bottle | NOK 150-350/pc | Office workers | Very high |
| Tote bag | NOK 60-150/pc | Events, trade shows | Medium |
| Notebook (premium) | NOK 90-200/pc | Office workers | Medium |
| Socks (custom design) | NOK 70-140/pc | Everyone | High |
| Joggers/shorts | NOK 200-400/pc | Employees | High |
Prices are based on 50 pieces and vary with printing technique and quality level. Contact us for a quote tailored to your order.
Printing techniques for a premium look
Embroidery delivers the most exclusive feel. Logos stitched with quality thread withstand hundreds of washes and signal that this is not a mass-produced giveaway. Ideal for hoodies, caps and jackets.
Sublimation lets you print photorealistic designs in full colour, directly into the fabric. The print never fades and cannot be felt on the surface. Perfect for all-over prints and creative designs.
Embossing/debossing works on leather, notebooks and packaging. Creates a tactile, premium impression without colour. Subtle and elegant.
Read our guide to branded promotional products for a complete overview of printing techniques.
Online store solution for company merch
Many companies want a simple way to distribute merch to employees and customers. Show Off offers an online store solution via nettbutikk.showoff.no where you can:
- Set up a dedicated assortment with your company's merch
- Let employees order directly with the company's payment solution
- Control which products are available
- Get merch delivered to the office or to the employee's home
The solution eliminates the need for large inventory. Products are manufactured on an ongoing basis and shipped directly.
How to get started with company merch at Show Off
- Get in touch with a brief description of your company, target audience and purpose
- We suggest products, materials and design direction based on your brand
- You receive digital proofs for approval (1-2 weeks)
- We produce with quality control (2-3 weeks)
- Delivery to your address, or setup of an online store
For larger merch collections, we recommend starting 8-10 weeks before launch. Browse our selection of promotional products and merch for inspiration, or read about sustainable promotional products if eco-friendly materials matter to your company.
Curious about what is trending? Check out promotional products trends 2026.
Frequently asked questions
What is the difference between merch and promotional products?
Promotional products typically feature a visible logo and are given away for free. Merch is design-driven, often with subtle branding, and can be sold or given to employees and customers who value the brand. In short: promotional products are about logo exposure, merch is about brand experience.
How much does company merch cost?
T-shirts from NOK 120/pc, hoodies from NOK 250/pc, thermal mugs from NOK 150/pc ex. VAT at 50 pieces. Premium quality and embroidery increase the price, but also the perceived value. A complete merch programme with 3-5 products can start from NOK 15,000 ex. VAT.
Can we sell merch to employees or customers?
Yes. Many companies set up an internal or external online store for company merch. Show Off offers an online store solution via nettbutikk.showoff.no where employees can order directly. Some companies subsidise the price for employees, while external customers pay full price.
How long does it take to develop company merch?
Allow 4-6 weeks from first conversation to delivered merch. The design phase takes 1-2 weeks, production 2-3 weeks. For larger collections with multiple products, start 8-10 weeks ahead.
Do we need a large budget to start with merch?
No. Start with one or two core garments (for example a hoodie and a t-shirt) and build the assortment over time. A startup budget of NOK 10,000-20,000 ex. VAT provides a solid foundation for the first products.