I know how hard it is to get noticed because I’ve seen the print-on-demand (POD) world change as a branding expert. The market was worth $10.2 billion in 2024, and by 2034 it is expected to be worth more than $103 billion. Every year, thousands of new stores open, so the only way to do well is to really stand out. Let me tell you what I’ve learnt about making a brand that doesn’t just compete; it flies.
Why I Believe Being Different Is Everything
Too many POD companies, in my experience, play it safe and eventually fail. Out of over 228,000 stores, only roughly one out of four are successful. Most people attempt to imitate well-known brands or compete on price, but with only 20% margins, that is a dead end. Daring to be unique and provide people with something they can’t get elsewhere is what works.
In 2023, successful POD merchants reached their first $1,000 in revenue in less than 118 days by effectively targeting niches, compared to the industry average of 165 days.
Step 1: Know Your Audience Like a Friend
All the successful brand journeys I have been associated with begin with clarity. I don’t want to please everyone at first. My approach is to focus on a small, passionate group and understand their drivers, pain points, and inspirations. Instead of calling it “pet lovers,” I go after “eco-friendly dachshund owners,” or “cat lovers who enjoy adventures.” Success comes rapidly in these micro-niches. I have seen brands achieve their first $1,000 in sales in significantly less time than average.
- I track conversations on social media to uncover what my ideal audience loves.
- I ask questions in niche groups or send simple surveys to spot trends and needs.
- I analyze what competitors miss, by digging into product reviews and community forums.
Fun Fact: With single-element designs accounting for 56% of sales, products with 1-2 design elements perform noticeably better than those with more intricate designs. This implies that unique, targeted design ideas might work better than complex ones.
Step 2: Offer What Only You Can Offer
One thing I’ve learnt from working with numerous brands is that people are always looking for something new and innovative. Unique design is the most important factor to almost half of the buyers I deal with. For this reason, I constantly advocate for:
- A distinctive look that is definitely mine, such as bold colour schemes, hand-drawn icons, or whimsical fonts.
- Strong but simple: I’ve discovered that one or two essential design components frequently outperform busy, cluttered artwork.
- When feasible, add personal touches, such as unique names or colours.
- Trying new things instead of just T-shirts, such as sustainable products or home décor.
I occasionally release limited-edition runs to generate excitement and a sense of urgency. These, in my experience, sell out fast and spark conversation.
**Industry insight**: TikTok has emerged as one of the most effective platforms for POD marketing, with its algorithm favoring authentic, creative content that resonates with niche audiences.
Step 3: Make Every Interaction Memorable
The greatest brands, in my opinion, make an impact that goes beyond the actual product. Every interaction with a customer is an opportunity for me to inspire, surprise, or delight them. Here’s how I create a memorable brand:
- Even when using third-party fulfilment, include personal touches like branded packaging or handwritten thank-you notes.
- Knowing that 71% of satisfied customers will refer me to friends, I respond to enquiries quickly and handle problems with kindness.
- describing my background, identity, and the values that underpin my brand. Authenticity makes people connect.
Step 4: Market Smarter, Not Louder
I don’t waste money advertising to everyone. I focus on those who are most likely to appreciate what I have to offer. What I concentrate on is this:
- I choose audiences for my targeted advertisements based on their habits and interests.
- I produce content that offers a behind-the-scenes look, educates, or entertains. Particularly on TikTok, I’ve discovered that genuine posts outperform conventional advertisements.
- I collaborate with influencers who have a thorough understanding of my market, not just those with the largest fan bases.
- To keep in touch with my best clients, I create an email list and send out tips, new products, and exclusive deals.
Step 5: Stay True, Stay Curious
I constantly remind myself that the uniqueness of my brand is its greatest asset. Even as I try out new concepts, I remain true to my voice, mission, and values. I test new messages and products, pay close attention to feedback, and stay abreast of new trends—without following every fad. What keeps me ahead is my ability to change while remaining true to myself.
My Final Advice
If I had to sum it up for you, it would be this: You need to be YOU, not louder or less expensive. Recognise your audience, provide something unique, and make memories. Your brand will flourish when you combine focus, creativity, and authenticity.
Ready to grow your own distinct POD brand? For ongoing tips and strategies, visit The POD Academy.
