Merchandising to Build Brand

"We must ensure all merchandise is both reflective of our message as well as affordable and desirable to our supporters," Johnson adds.

Johnson also shares the following tips for organizations looking to start or expand merchandising efforts:

• Know your audience. "Some items may be very popular in the general public but are not popular with core supporters. To bear expense on such items would be to waste valuable resources. The end use and user must be considered in any branding decision."