New research from VistaPrint has revealed that branded merchandise within Australia’s $590 billion small and medium business (SMB) economy helps to strengthen brand identity, boost team pride, and increase customer trust.
The report reveals nearly three quarters (69%) of SMB owners believe branded merchandise signals they’ve “officially made it” as a business, but over half (55%) of Australian SMBs are not currently implementing it as a business growth tactic.
The report states that this represents a significant amount of SMBs potentially missing out on the branding and psychological benefits that could amplify their business growth.
The findings show that the impact of branded products goes far beyond marketing or customer engagement, and that for 74 per cent of SMB owners, seeing their brand physically represented on merchandise provides validation, builds confidence, and reinforces a sense of legitimacy in the marketplace.
“For many entrepreneurs, branded items act as tangible proof that their venture has evolved from startup to established business,” said Marcus Marchant, CEO of VistaPrint Australia.
“This represents the moment SMB owners feel they’ve truly arrived, not just a promotional or branding nice-to-have.”
Measurable business and economic impact
The research reveals that branded merchandise delivers tangible business benefits that could play a role in strengthening Australia’s SMB sector.
SMB owners reported strengthened brand identity (39%), boosted team pride (33%), and greater ability to standout from competitors in a crowded marketplace (32%). Several (29%) said branded merchandise helps get people talking, increased customer trust (26%), and even direct support in acquiring new customers (26%).
Research also showed that 80 per cent of SMB owners perceive businesses with branded uniforms as very or extremely professional (22%), demonstrating, according to the report, a strong link between merchandise and perceived credibility.
The report finds that businesses that do not adopt merchandise risk appearing less established and less trustworthy, which can reduce customer confidence and limit growth, missing out on the credibility that branded presence provides.
According to the report, branded uniforms, signage and merchandise, among other things, are increasingly viewed as essential markers of legitimacy and professionalism, not optional extras.
“When I first started Squirtz Plumbing, it was just me and a van. The day we designed our own branded uniforms and caps was the day I felt like I had really made it,” said Joel Surtees, owner of the Sydney-based business.
“It was more than just merch, it made my team feel unified, helped customers recognise us instantly, and made the business feel professional and established.”
For those not currently incorporating branded merchandise, the report shows that 64 per cent of SMBs would be investing more into it if the design process were easier, revealing that demand does exist, but practical barriers are holding back market expansion.
Cost was found by the report to be the primary barrier, with 47 per cent citing it as preventing further investment, followed by lack of time (17%), and uncertainty about return on investment (13%).
“Merchandise is no longer just giveaways, it’s a strategic way for SMBs to build credibility and connect with customers. From a café’s branded aprons to a tradie’s uniforms – these moments of visibility create trust and pride in the community,” Marchant explained.
“Branded merchandise is one of the simplest and most effective ways for SMBs to build visibility and pride. And we are making it easy for SMBs to bring their brand to life in ways that strengthen trust and drive long-term success.”
The research, conducted in August 2025, was produced by VistaPrint (part of Cimpress), based on an online study conducted by Decibel Research with around 500 Australian SMB owners.
The sample was designed to be representative of Australia’s SMB landscape, capturing diversity across industry, size and region.
