The Science Behind Promotional Merchandise and Brand Recall

Did you know there’s real science that supports the power of promotional merchandise and brand recall? 

Scientific evidence may not be the first thing that comes to mind when considering the value of these brand tools, but there’s a significant amount of data that supports the ability tangible items have to improve brand recall and increase customer loyalty. Branded merchandise has been a go-to strategy for marketers for decades, so what makes it so effective, and what does science have to say about this strategy?

It’s time for us to step into the world of neuroscience, looking at how our brains process and store key information. Let’s explore why physical branded objects can be the key to building long-lasting connections between brands and their target consumers.

The Power of Cognitive Imprints

There’s no underestimating the power of cognitive imprints - or, in simple terms, the way our brains are wired to latch onto experiences that involve physical experiences, drawing on them to form stronger, longer-lasting memories. This is one of the reasons why promotional merchandise can become such a powerful tool in building ongoing customer relationships. A tangible object like a water bottle, tote bag, or notebook takes your brand from something hypothetical - something they’re only ‘seeing’ - to something they’re experiencing, interacting and engaging with. 

This is the theory of embodied cognition in action. A 2024 article in Neuroscience & Biobehavioural Reviews states that ‘embodied cognition is the idea that the body (sensations and bodily experiences) is essential to our understanding of the world, the construction of conceptual knowledge, as well as meaning formation.’ Here, sensory-rich experiences are creating opportunities for stronger cognitive imprints - or, again in the simplest terms, a positive experience with a physical object can be the pathway to greater mental recall and recognition. 

Repetition = Reinforcement

It’s likely no surprise that repetition is a fundamental building block when it comes to promotional merchandise’s impact on brand relationships. The more often we’re exposed to something, the higher our chances of remembering it! This simple, powerful cognitive hack is an easy way to put branded merchandise to work, introducing a product that can quickly find itself at home in your customer’s everyday lives. 

Let’s take the example of the simple, powerful branded reusable coffee cup. Its first use? Given out at a local event with a free coffee in it. The thirtieth use? Accompanying your target customer to the park with their family a month down the track, where it’s become an object your customer reaches for every single day. Whether it’s holding coffee for the morning commute, a cup of tea on a leisurely afternoon walk or the cup they use for top-ups throughout the day to improve their sustainability, your logo’s now keeping them company with every sip.

Useful Merchandise Builds Positive Associations

Another psychological concept backed by science is the way useful merchandise can build positive brand associations. We’ve all had a bad experience with a product - and there’s nothing more frustrating than finding something isn’t quite as long-lasting or easily usable as it claimed to be. 

When we have a good experience with a product, however, we’re able to associate usefulness with the brand itself. Our favourite pair of shoes don’t just represent a pair of shoes. Now, they represent a brand we trust, and one we’re likely to return to over and over. This is a strong, positive emotional imprint in action, and it’s one that’s anchored in the brand itself. 

Usefulness can quickly equal value in your customer’s mind - and when they’re receiving that value through your promotional merchandise (without being asked for anything in return), you’re well on your way towards building long-lasting goodwill.

Conclusion

Brand recall and promotional merchandise aren’t just good ideas. They’re science-backed, giving marketing teams and businesses the power to connect with their customers psychologically, infiltrating their subconscious (with good intentions!).

Looking to connect with your consumers on these deep, powerful levels of engagement? With BrandConnect’s wide range of useful, valuable and engaging branded products, you’ll be able to put science to work to build rich brand connections.