Branded merch gets a bad rap sometimes.
Too often, when people hear “swag,” they think of cheap pens, flimsy totes, or items that end up in the bottom of a drawer (or worse… the trash). And honestly? That criticism is often earned.
But when branded merch is done intentionally, it can be one of the most powerful tools in your marketing mix.
That’s why Jade recently introduced a simple but powerful framework we love here at Hasseman Marketing: The Merch Pyramid.
It’s a way to think strategically about branded merchandise so it doesn’t just look good in a proposal — it actually delivers value, builds your brand, and creates connection.
Let’s break it down.
The Merch Pyramid at a Glance
At its core, the Merch Pyramid has three levels:
Utility (the foundation)
Aesthetic (the middle layer)
Connection (the top of the pyramid)
If you nail all three, you don’t just have “stuff with a logo.”
You have a branded merch campaign that works.
Miss one? The whole thing gets shaky.
Level 1: Utility (The Foundation)
The base of the Merch Pyramid is utility — and this part is non-negotiable.
If the item isn’t useful, nothing else matters.
No amount of clever branding or emotional messaging can save merch that:
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Breaks easily
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Feels cheap
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Isn’t functional
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Solves no real problem
If it’s cheesy, flimsy, or impractical, it won’t be used. And if it’s not used, it can’t do its job.
Great branded merch earns its place in someone’s daily life.
That might mean:
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An item they use at work
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Something they carry with them
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Or maybe a piece of merch that solves a small but real problem
This is where many merch campaigns fall apart — not because of bad intentions, but because utility wasn’t prioritized first.
Utility builds trust.
When your merch is genuinely useful, it sends a message: “We thought this through.”
Level 2: Aesthetic (Does It Look Like You?)
Once utility is locked in, we move up the pyramid to aesthetic.
This is where brand alignment comes into play.
A question Jade asked that really stuck with us was this:
“Could you put all of the branded merch you do in one picture and have it look good?”
That’s a powerful gut check.
Your merch should:
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Look good
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Feel intentional
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Match your brand’s personality
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Be consistent with your colors, tone, and vibe
This is where decisions about imprint style, logo treatment, messaging, and overall design matter.
It’s not about being flashy — it’s about being you.
When the aesthetic is right:
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Your merch feels like part of your brand ecosystem
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It reinforces brand recognition
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It elevates perceived value
Inconsistent or sloppy aesthetics can undermine even the most useful item. But when utility and aesthetic work together, your merch starts to feel premium and purposeful.
Level 3: Connection (The Magic at the Top)
At the top of the Merch Pyramid is connection — and this is where good merch becomes great merch.
Connection is emotional.
It’s about how the merch:
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Makes someone feel
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Reflects that you understand your perfect customer
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Sparks conversation
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Creates a moment
That connection might come from:
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A message that resonates
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An item that shows you “get” their world
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How and when the merch is delivered
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The story tied to the item
Sometimes the item itself creates the connection.
Every once in a while, it’s the note that comes with it.
Other times, it’s the way it’s used as a conversation starter.
The key is this: connection doesn’t happen by accident.
It happens when you intentionally think about the person on the other side of the merch — not just your logo.
When you hit this level, your branded merch stops being a giveaway and starts becoming a relationship builder.
Why the Merch Pyramid Matters
The reason we love the Merch Pyramid is because it gives marketers a simple filter for better decisions.
Before launching a merch campaign, you can ask:
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Is this genuinely useful?
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Does it match our brand aesthetically?
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Does it help create connection?
If the answer is “yes” to all three, you’re on solid ground.
If not, it’s worth rethinking.
This framework helps move branded merch out of the “afterthought” category and into its rightful place as a strategic marketing tool.
Want to Go Deeper?
We have created a free PDF that dives deeper into the Merch Pyramid and helps you apply it to your own branded merch strategy.
If you’re a marketing manager who wants merch that:
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Gets used
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Looks great
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Builds real connection
This is a great next step.
Download the Merch Pyramid guide and start building better branded merch — on purpose.
