A rebrand is one of the most exciting things a marketing manager gets to work on. New logo, new colors, new story. But there's a part of the process that almost always gets left to the last minute: the merchandise.
While your website goes live overnight and your email signature updates with a click, your branded merchandise is still out there. In the storeroom. In the sales team's car boot. On a client's desk. That old-logo tote bag isn't going anywhere on its own.
If you don't have a plan for your promotional products during a rebrand, you'll spend the next 12 months with two versions of your brand floating around in the world at the same time. That's not a good look when you're trying to make a strong first impression with a new identity.
The good news is that a merch transition, done well, is actually one of the best brand awareness opportunities you have. Here's how to handle it.
Before you order a single new item, do a merch audit. This sounds more formal than it is. You're basically just making a list of every branded item that currently exists and where it lives.
Check these places:
Once you have the list, sort each item into one of three categories:
You don't need to throw everything in the bin. There are better options.
Donate items with the old logo to a local charity, community group, or school. Most organisations are happy to receive quality branded merchandise regardless of the logo on it. It keeps usable items out of landfill and reflects well on your company.
For anything still in stock that you won't donate, brief your team clearly. After a set date, old-logo items should not leave the building, full stop. This is especially important for your sales team and anyone who attends events on behalf of the company.
For existing clients who might have old-branded items, use it as a reason to reach out. Something simple like "We've refreshed our brand and we'd love to send you something new" is a genuine, low-pressure way to reconnect.
This is the mindset shift that makes the biggest difference. Most companies treat a rebranding merch refresh as a reorder. You just swap the logo and move on. That's a missed opportunity.
Your new promotional products are the most physical, tangible version of your new brand identity. They're what people hold, use, and keep. They're what sits on someone's desk for the next two years. That deserves real strategic thought.
A few things to decide before you brief a supplier:
Here's a simple breakdown based on the most common reasons companies order branded merchandise during a rebrand:
Onboarding new employees Your welcome kit is the first physical experience someone has of your brand as an employee. Every item in it should reflect the new identity. Same color palette, same quality level, same tone. Never mix old and new branded items in the same kit.
Premium gifts for existing clients A rebranding moment is a legitimate reason to send a gift to your most important clients. Keep it high quality. If your rebrand represents a move upmarket or a shift in positioning, the gift should signal that. A cheap item undercuts the story you're trying to tell.
Events and conferences Autumn is peak conference season in Australia. Every item on your event table should tell the same story. This is not the time to cut costs on merchandise. The people picking up your items are forming a first impression of your new brand in real time.
Self-promotion If you, or anyone on your team, is the visible face of the brand at speaking engagements or networking events, update personal carry items first. Your notebook, your bag, your water bottle. These are the items people notice up close.
Looking for the right products for each use case? Browse our rebranding collection →
A lot of merch relaunches fall flat because the supplier only gets a logo file. Give them more context.
Share your full brand guidelines including colors, fonts, and tone. Tell them who the items are for and what impression you want to leave. Let them know if sustainability matters to you.
And always ask for samples before committing to a full run. Colors on screen rarely match colors in print exactly. A sample run saves you from ordering 500 items that don't look quite right.
Going through a rebrand? Let's make sure your promotional products tell the right story. Get in touch with our team →
A rebrand without a merchandise strategy is a half-finished announcement. Your promotional products are out in the world long after your launch event wraps up and your social posts scroll out of view. They sit on desks, get used at the gym, travel in bags on public transport.
Getting your branded merchandise right during a rebranding is not a logistics task. It's a brand awareness decision. And if you approach the relaunch with the same intent you bring to the rest of the rebrand, those physical items will keep working for you long after the excitement of launch day has passed.