By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

Every brand wants merch that people actually want to wear. Not just free T-shirts for the drawer. Not giveaways that die at the bottom of a conference tote. We’re talking about the kind of branded merch that sparks joy, builds community, and generates organic visibility everywhere it goes.

So we’re writing our Merch Rulebook—a collection of painfully obvious truths that too many brands overlook.

Rule #1 is simple:

🧠 Rule #1: If It Needs Explaining, It’s Not Good Merch

The moment you start saying:

“Well, it’s our company motto… but in Latin…”

You’ve already lost the plot—and your audience.

Great branded merchandise should never require an explainer, a PowerPoint, or the backstory of a 2017 rebrand. If you have to decode the meaning, it’s not connection… it’s confusion.

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🎨 Good Merch Speaks Without Words

The best merch communicates instantly through:

• Color
• Texture
• Emotion
• Wit
• Vibe

It makes someone smile.
Or nod.
Or say, “Oh, that’s clever.”
Not: “What is this even for?”

Branded merch is a visual language. If your audience can’t read it? They won’t wear it.

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✂️ Decoration vs. Connection

There’s a big difference between design and decorating.

❌ Design that needs context = decoration

Pretty? Sure.
Meaningful? No.
Memorable? Definitely not.

✅ Design that clicks instantly = connection

It says something about your brand—and about the person wearing it. That’s what turns swag into storytelling.

When merch resonates at first glance, you’ve created a wearable brand experience.

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📘 Why This Rule Matters for Your Merch Strategy

In branded merchandise, clarity is currency.

Instantly understandable designs:

• Increase how often people wear your merch
• Strengthen brand recall
• Spark conversation
• Create emotional connection
• Make your brand feel accessible and human

If you want your merch to work as a marketing tool—not just a giveaway—start every idea with this question:

“Would this make sense to someone who knows nothing about our brand?”

If the answer isn’t yes, it’s back to the design table.

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

What if your branded merch was so irresistible that people—in an airport, of all places—would literally trade the clothes off their backs for it?

That’s not a hypothetical.
That’s exactly what went down this month at Chicago O’Hare, thanks to one brilliantly bold brand activation.

🥯 King’s Hawaiian Turned a Layover Into a Merch Moment

In a move equal parts absurd and genius, King’s Hawaiian set up a pop-up shop in the terminal where travelers could swap whatever shirt they were wearing for a sweatsuit inspired by—yes—dinner rolls.

Here’s how it worked:

1. You hand over your shirt.
2. They hand you a plush orange sweatsuit.
3. Your old shirt gets donated.
4. You walk away looking as soft and cozy as the bread you’re holding. 🍞

It’s weird.
It’s wonderful.
And it’s a masterclass in branded merch strategy.

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🔥 Why This Was Brilliant Branded Merch Marketing

Most merch is designed to promote a brand. But the best merch?
It creates a story people can’t help but share.

King’s Hawaiian took a mundane airport moment and turned it into:

• A surprising brand experience
• A feel-good activation (hello, clothing donations)
• A social content goldmine
• A walking swarm of bright orange human billboards

This is the power of strategic branded merch:
It transforms everyday customers into excited, enthusiastic brand fans—instantly.

When your merch is this good, it’s not just apparel.
It’s a conversation starter, a memory, an inside joke your audience is thrilled to be in on.

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💡 The Takeaway for Brands

A warm roll and a soft sweatsuit aren’t just freebies.
They’re identity and emotion wrapped in fabric.

Great branded merch should:

• Make people feel something
• Elevate your brand story
• Create connection and delight
• Encourage participation, not just purchase
• Turn your audience into proud, public brand advocates

If your merch can do that?
You’ve got a marketing advantage no digital ad can match.

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

When most companies decide to launch a branded merch shop, they immediately laser-focus on one thing: the profit margin.

And sure—it’s a fair question. But it’s also the wrong one.

Because branded merch isn’t just a revenue stream.
It’s a sales tool, a marketing engine, and one of the most powerful ways to turn customers into loyal fans who promote your brand everywhere they go.

🔥 The Real Value of Branded Merch

If you want your merch shop to succeed, start by asking a better question:

How much would you pay to have your biggest fans advertise your brand in real life—every single day?

That’s what good merch does.
It turns your audience into walking billboards, hype squads, and community builders.

And the best part?
They pay you for the privilege of promoting your brand.

👕 Good Merch Isn’t About Selling Hoodies

Brands that win at merch understand something deeper:

⭐ It’s not about the product. It’s about the identity.

People don’t buy branded merch because they need another sweatshirt.
They buy it because it:

• Signals belonging
• Represents their values
• Connects them to a community
• Makes them feel something

This is why high-performing branded merchandise isn’t just “swag.”
It’s a strategy.

When your merch is thoughtfully designed, high-quality, and rooted in brand values, it transforms from a novelty purchase into a badge of loyalty.

📈 Why Merch Belongs in Your Marketing Strategy

Here’s what branded merch can do when done right:

• Increase brand visibility everywhere your fans go
• Strengthen customer loyalty and retention
• Build emotional connection
• Fuel user-generated content
• Create real-world touchpoints that digital marketing can’t replicate

Merch isn’t an accessory to your marketing plan—it’s a force multiplier.

And if you’re only measuring success in dollars, you’re missing half the ROI.

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

When a brand’s energy is already electric, the merch should crank the volume even higher. That’s exactly what happened when DivaDance®—a brand built on joy, inclusivity, and serious main-character energy—stepped into our Merch Lab.

DivaDance has always stood on one powerful idea: every body can dance.

No judgment. No experience required. Just music, movement, friendship…and maybe a little sweat (the fabulous kind).

Today, that mission doesn’t just live in their studios and playlists—it lives in their branded merch too.

✨ Vibe Check: Sweaty, Celebratory, and So. Much. Fun.

Designing merch for DivaDance meant channeling everything that makes their community extraordinary:

• Inclusive energy
• “Dance like nobody’s judging” freedom
• A celebratory vibe that feels like the end of a perfect girls’ night out

This wasn’t about printing a logo on a tee. It was about capturing a feeling—the pulse of a brand that helps people unleash confidence they didn’t even know they had.

💥 Why We Made This Collection

Our job was simple:
Create branded merch that matches the unstoppable energy of the DivaDance community.

Every person who walks into a DivaDance class brings their own spark—every playlist, every hip pop, every burst of “OMG, I can actually DO this!” confidence. The merch needed to reflect that:

• Bold designs
• Wearable, danceable styles
• Pieces that celebrate every body

When the swag is this good, it becomes more than merch. It becomes identity.

🛍️ Steal This Move for Your Own Brand

If there’s one thing we’ve learned in the Merch Lab, it’s this:

When your branded merch reflects what people already love about your brand, it stops being “swag” and starts being who they are.

That’s what modern branded merchandise does—it builds community, belonging, and pride. And yes, it still looks incredible on social.

Whether your brand is fierce, funny, nostalgic, or neon, your swag should scream it.

🎶 Pop Quiz: Which Decade Actually Had the Best Dance Anthems?

The great debate lives on:

• 80s — Synths, sequins, and pure pop magic
• 90s — The birth of boy bands and iconic choreography
• 2000s — TRL-era perfection
• Now — Bass drops that shake your soul

And be honest…
If you didn’t perfect the “Bye Bye Bye” routine in your bedroom mirror, were you even alive in 2000? 💿

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

I’ve loved personalized gifts since I was a little girl.

My mom had a thing for names. She’d light up when she found a mug, keychain, or sweatshirt with mine or my brother’s name on it — it was her vacation specialty.

But the real thrill was finding a personalized gift for a family member with a less common name — a license plate, a shiny keychain, a glittery pencil, even a snow globe. She was always on the hunt, and that tiny discovery made her day.

She taught me to notice the joy in things that feel personal — the small magic that makes someone feel seen.

From Souvenir Racks to Branded Merch

Now, every time I help a brand create custom merch that feels made just for someone, I think of her and that same feeling of being known.

That’s what makes personalized branded merchandise so powerful — it connects emotion with identity. When someone receives or wears something that reflects them, your brand becomes part of their story.

From custom apparel and branded gifts to personalized packaging, it’s not just about putting a name or logo on something — it’s about creating a moment of recognition.

Why Personalized Merch Works

Personalized merch stands out because it’s more than a product — it’s an experience. It says: “We see you. You matter.”

That simple message builds trust and loyalty in ways that mass-produced items can’t. Whether it’s a name, an inside joke, or a meaningful quote, personalization turns brand storytelling into something you can hold.

A Memory That Stays

How easy was it to find your name on those souvenir racks growing up? (And did you care?)

P.S. This photo is of a square I saved of Amanda wrapping paper my mom got for me 30+ years ago. Proof that even the smallest personalized touches can leave a lasting mark.

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

Some collaborations turn into real friendships. This one did.

Working with 🦬 Joseph Cope, M.Ed. – The Empathy Guy, we got to witness what fierce empathy truly looks like in action. Joseph brings heart, strength, and authenticity to everything he does. If you ever get the chance to meet him, take it—you’ll understand what we mean by “real.”

The Vibe: Fierce Empathy in Every Thread

Every phrase in this custom merch drop comes from real moments—breaking down, getting back up, and choosing to grow through it. These are the core themes of Joseph’s speaking and coaching practice: empathy as courage, growth as resistance, and vulnerability as strength.

What the Merch Says

Empathy isn’t soft—it’s strong.
It’s the courage to keep your heart open, even when things get hard.

That message runs through every piece in this collection. The designs, typography, and tone were built to reflect what real empathy feels like—raw, resilient, and grounded in connection.

The Merch Move: Brand Storytelling You Can Wear

When your branded merch reflects what’s real to you, it naturally sparks connection. People see it, ask about it, and feel your values woven right in.

That’s the secret to great brand storytelling through custom apparel—when your audience doesn’t just wear your logo, they wear your mission.

Your merch becomes a conversation starter, a brand amplifier, and a reminder of what you stand for.

Why It Matters

In an era of overdesigned products and surface-level branding, authenticity cuts through the noise. This merch collaboration isn’t just clothing—it’s a wearable story about empathy, leadership, and growth.

If empathy had a uniform, this would be it.

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

Your brand, looking at that new merch idea like Taylor looking at Travis. 👀💍
Let’s retire the junk swag era.

The End of Forgettable Swag

A foam finger? A plastic water bottle?
A stress ball that’s been stress-ing since 2014?

It’s giving “Reputation (Corporate Edition).”

For too long, branded merch has been treated like an afterthought — mass-produced stuff that ends up in a junk drawer or landfill faster than you can say “brand awareness.” But your logo deserves better.

If your promotional products aren’t designed with intention, they’re not building your brand — they’re clutter with a logo.

Skip the Filler. Keep the Feeling.

“Maybe they’ll use it” isn’t a strategy.
“Maybe they’ll love it” is.

Great branded merchandise should make people feel connected to your story — not just handed another tote bag at a trade show.

When you create custom merch that aligns with your values, aesthetics, and audience, you transform swag into strategy. The result? Brand recognition that lasts long after the event ends.

Trends Fade. Taste Lasts.

Sure, trends drive attention. But taste builds loyalty.

If your merch can’t outlive a TikTok sound, it’s not strategy — it’s static.
Choose branded apparel, eco-friendly merchandise, and design-led promo items that reflect who your brand is, not just what’s trending.

Because the best merch isn’t about keeping up. It’s about standing out — beautifully, intentionally, and authentically.

The Love Story Between Design and Brand Devotion

Great merch should be like that ring: timeless, intentional, built to last.
A Love Story between good design and brand devotion. 💅

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

Playing it safe is how brands disappear.

“Safe” is the logo slapped on every stiff t-shirt, pen, and notepad.
The same tote, printed the same way, year after year.

That’s not safe — it’s invisible. 👻

No one falls in love with something as stale as last year’s candy corn.
“Safe” is how good brands fade into background noise.

Why Playing It Safe With Your Branded Merch Doesn’t Work

Too many companies treat branded merch like a checkbox:
Pick a promo item, print the logo, hand it out, hope for the best.

But in 2025, custom merch is an extension of your brand story.
When your swag looks (and feels) generic, it tells people your brand is, too.

Strong Brands Take Intentional Risks

The most memorable brands aren’t reckless — they’re intentional.
They take small, creative risks with their swag and promotional products that reflect what they stand for, not just what they sell.

• They design merch that sparks emotion, not clutter.
• They use sustainable materials and unique designs that align with their values.
• They create pieces that make someone pause and think:
  “That’s actually cool.”

The best merch doesn’t blend in — it stands out, sparks conversation, and deepens brand connection.

From Stale to Standout: Redefine Your Swag Strategy

If your branded merch strategy hasn’t evolved in years, it’s time to rethink it.
Focus on creating custom merchandise that builds brand love — not landfill.

Start small:

• Experiment with limited-edition drops tied to campaigns.
• Collaborate with local artists or creators for unique designs.
• Use print-on-demand to test bold ideas with zero waste.

Because “safe” doesn’t get remembered — but authentic and bold always does.

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

The #1 question I get before every trade show:
“What should we print for giveaways?”

And 90% of brands start here for the wrong reason.

Before you choose anything, ask this instead:
👉 Are you chasing brand recognition—or actual leads?

If your goal is just brand recognition, sure—print the pens, the mints, the sticky notes.
They’ll get tossed into tote bags and maybe used once or twice.

But if you want real leads (not just logo exposure), it’s time to make your branded merch do the work.

How to Turn Branded Merch Into a Lead-Generation Machine

Here’s a strategy that gets attention and grows your audience:

1️⃣ Create a print-on-demand shop featuring your branded tees, totes, or mugs.
2️⃣ Hand out QR postcards with a gift code to claim one item for free.
3️⃣ When visitors check out, they’ll join your email list automatically—no scanning badges or typing emails required.

Why It Works

This approach:

• Converts one-time booth visitors into engaged leads
• Reduces waste and leftover inventory
• Creates a better brand experience—people actually want to use your merch
• Costs less than bulk printing and random giveaways

Instead of hoping someone remembers your logo, you’re giving them a reason to connect—and stay connected.

Final Thoughts

Trade show success isn’t about how many pens you hand out.
It’s about how many conversations you start and how many relationships you nurture afterward.

So before your next event, skip the swag that ends up in the trash—and invest in branded merch that builds your audience.

Go To Market Studio helps brands design smarter promo strategies that generate leads, not landfill.
Let’s make your next event unforgettable.

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

When two Atlanta icons team up, you know it’s going to be good. Spanx and Delta Air Lines just redefined what branded merch can look (and feel) like.

Two brands built on comfort.
Two definitions of confidence.
One very stylish takeoff.

This collaboration proves that corporate swag doesn’t have to be loud to make an impression. It can be soft, elevated, and irresistibly wearable.

Quiet Luxury, Flight Edition

The Spanx × Delta collection is all about quiet luxury—those small, intentional details that make something feel instantly premium.

Think:

• Soft neutrals and timeless silhouettes
• Subtle branding (a Centennial emblem or a tiny Delta widget on a zipper pull)
• Spanx’s signature cozy fabric that works for red-eyes and runways

This isn’t your typical airline merch—it’s marketing with taste.

Why Small Brands Should Take Note

You don’t need a huge budget to create premium branded merchandise. You just need intention, restraint, and great design.

When your company merch feels more like lifestyle apparel and less like a giveaway, it becomes something people actually want to wear. That’s the secret to branded swag that builds loyalty instead of collecting dust.

So whether you’re designing custom apparel, employee swag, or a client gift, remember: subtle always stands out.

This Isn’t “Just Merch”—It’s Strategy

Great branded merch isn’t about logos—it’s about lifestyle. The Spanx × Delta collection nails that balance between comfort and brand storytelling. It says: We get you. We travel like you. We live like you.

That’s the kind of merchandise marketing that turns heads (and earns repeat customers).

👇 What’s your airport uniform?

A) Athleisure and a Stanley Cup
B) Business casual with emotional support sneakers
C) Pajama legend (already asleep before takeoff)
D) “Red-eye couture” — pure Spanx × Delta energy
E) 1950s glam traveler — pearls, heels, and high bun