Printing your logo on a pen serves as a marketing strategy. But is it the best marketing strategy for your business? If you're looking to make a meaningful impression, there's so much more you could do with a thoughtful branded merchandise strategy.
Want to see how smart companies are using branded merchandise for gifting, recognition, and brand loyalty? Please read this recent article on the benefits and use cases for branded merchandise.
From premium apparel and drinkware to custom tech and travel accessories, your options are virtually limitless. Whether you're planning corporate gifts, employee recognition, or customer rewards, one key decision can shape your impact: to go custom or choose ready-made. Here's how to decide which option is right for your brand.
Custom Branded Merchandise vs. Off-the-Shelf Swag
Almost any branded item can reinforce your brand identity and attract clients. Custom branded merchandise is an opportunity to elevate your presence in the market, set your company apart and deepen client engagement.
For certain businesses, high-quality branded merchandise is a strategic business development investment. Unlike generic promotional products like stress balls or keychains, branded merchandise is:
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Thoughtfully designed
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Visually aligned with your brand
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Functional and memorable
The goal is simple: strengthen key relationships by showing attention to detail, delivering value, and creating a lasting impression.
What's the Difference Between Sourcing Custom and Ready-Made Merchandise
Ready-Made Merchandise
Also known as off-the-shelf, this approach involves selecting pre-existing and easy to source products, such as apparel, drinkware, or tech accessories. These items can be quickly branded with your logo or messaging. You may be able to choose the colors and sizes of some items but cannot build an item from scratch. You can purchase ready-made merchandise through a distributor like Phase 3 or an online channel. So, ready-made merchandise is faster to source and more cost-effective but offers less customization.
Custom Sourcing
Custom sourcing is the process of designing and producing unique branded items specifically for your business. This includes concept development, material selection, design iterations, and managing production. The merchandise is often sourced from popular retail brands or overseas manufacturers that can custom-produce an item. It's a hands-on, strategic approach to building bespoke brand-defining merchandise. Successful custom sourcing starts with the right partner. At Phase 3, we have strong relationships with premium manufacturers and global brands. This gives our clients access to unique, high-quality items that might be hard to find.
When to Choose Ready-Made Merchandise
Ready-made branded merchandise makes sense when:
You Need a Quick Turnaround.
Many off-the-shelf items can be delivered within 2 to 14 business days, depending on the level of customization required.
You're Working with a Limited Budget.
These items often offer commodity pricing, especially when ordered in bulk. Some vendors will also offer free, limited customization.
It's a Lower-Stakes Initiative.
We know these items are people-pleasers. Think trade show giveaways or onboarding swag for large groups. They're standard items that make a positive impression, no matter who your target audience is.
When Custom Products Makes the Most Sense
Choose custom sourcing when:
You Have More Time.
Custom-sourced products typically take 60 to 180 days to source, create, and customize, depending on complexity and materials. Sampling alone can take between 30 and 60 days.
Design and Brand Alignment are Top Priorities.
If you want complete control over color matching (including custom PMS colors), shape, materials, or packaging, custom is the better option.
You're Targeting a High-Profile Audience.
Executive gifts, investor kits, and milestone client rewards should reflect a higher level of thought and brand prestige. Bespoke merchandise can tell that story more effectively than standard off-the-shelf products.
Your Budget is Flexible.
While custom doesn’t always mean expensive, it does come with higher costs due to design, sampling, and production logistics.
How the Process Works at Phase 3
For Ready-Made Merchandise
The Phase 3 process for sourcing ready-made branded merchandise typically involves these steps.
Ideation Sessions
To start, we’ll collaborate with our clients on their themes, events, budgets, and goals. As we discuss these detail, we’ll review curated catalogs and help them make the best product choices.
Design and Approvals
The Phase 3 team facilitates the design and approval of the customized artwork and decoration for the project.
Production and Delivery
Once approved, the client finalizes their order quantities and shipping needs through the Phase 3 team.
For Custom Merchandise
The process that we use for custom-branded merchandise includes these steps.
Ideation Session
To start, we’ll discuss with our client the themes, events, budget, and desired outcomes for this campaign to come up with a shortlist of items. This is highly collaborative and can be very aspirational. Things we often hear from our clients during this stage are:
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"I have this idea, but I don't know how to achieve it."
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“Is it possible?"
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“Does this exist?”
Design and Sourcing
We reach out to vetted manufacturers, including retail partners if needed, asking for product samples, costs, and specifications. We also collaborate with a trade decorator who has been creating custom products for over 30 years to initiate the design process.
Samples and Feedback
Client collaboration is essential. During this stage, we provide spec samples and photos, collect feedback on designs and product samples, and iterate until every detail, from materials to packaging, is just right.
Production and Delivery
Once approved, the product is manufactured and delivered on the client's approved timeline. Phase 3 maintains communication with the manufacturer and client throughout to provide regular updates.
Custom sourcing takes more effort, but it creates branded merchandise that tells your unique business story.
One Important Consideration for Custom Merchandise
Some premium retail brands have strict usage rules for co-branding. For instance, Patagonia reviews and approves every project individually, and approval of one project doesn’t guarantee approval of the next. If you're targeting a well-known brand for co-branded merchandise, expect additional lead time.
Examples of Custom Merchandise Projects We've Brought to Life
Recently, Phase 3 has helped clients elevate their branded merchandise marketing strategy through fully custom items, including:
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Shinola travel accessories and watches for a corporate event, designed and produced to order.
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Custom Converse sneakers, sourced and delivered from the brand's Soho studio in under a week for a corporate event.
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Ceramic replicas, mugs, bobbleheads, and umbrellas with fully customized handles, hardware, and art.
The team built each project from the ground up, crafting it to reflect the client's values, campaign message, and target audience.
How to Choose Between Custom and Ready-Made
Choose ready-made products when you’re short on time and budget or when you only need standard customization. On the other hand, choose custom sourcing when you have a flexible budget, about three to six months lead time, need a high-impact item, and want to have complete creative control. Either way, branded merchandise is a proven marketing strategy that elevates brand awareness and recognition.
Let's Create Something Memorable
Whether you need branded merchandise fast or you want something fully custom, Phase 3 is your strategic partner. We help you ideate, source, produce, and deliver standout products your audience will love and remember who gave it to them.
Contact us today to talk about your next project.