By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

Most companies think they’re doing swag the right way… and accidentally end up creating the exact kind of branded merch people quietly avoid wearing.

Not because the intention is bad.
But because the approach is backwards.

If your company swag feels like a requirement instead of a reward, it’s not doing what branded merchandise is supposed to do.

Let’s fix that.

How Companies Think They Should Do Swag

This is the default formula a lot of brands follow when ordering custom company merch:

👕 Matching t-shirts for everyone
👕 Your logo centered on everything
👕 Ordering in large quantities for the “best” price

On paper, it sounds efficient.

In reality, it usually creates:

• awkward fits
• stiff designs people don’t connect with
• boxes of leftover inventory
• and branded apparel that never leaves the office (or worse… ends up in a donation bin)

And that’s the opposite of effective branded merchandise marketing.

How You Actually Should Do Swag

The best branded merch doesn’t start with “What’s the cheapest thing we can print our logo on?”

It starts with:
“What would people be genuinely excited to wear?”

Here’s what that looks like.

👚 1) Offer variety in styles and sizing

If everyone gets the same shirt in the same cut, you’re guaranteeing that a chunk of your team (or audience) won’t feel comfortable in it.

Great custom branded apparel means giving people options:

• different fits (unisex, relaxed, cropped, oversized)
• inclusive sizing
• multiple styles (tee, crewneck, hoodie, quarter zip)

When people feel good in what they’re wearing, they’ll actually wear it—which is how wearable branded merch does its job.

🎨 2) Go beyond your logo in your designs

Centered logo. Big brand name. Done.

That’s not a design strategy—that’s a label maker.

The most effective branded merchandise is design-forward. It reflects your brand vibe, values, and culture in a way that feels fresh.

Think:

• subtle branding
• illustrations or typography that match your tone
• inside jokes for your community
• color palettes people actually like wearing

Because the goal isn’t to create a walking billboard.

The goal is to create branded merch people choose to wear.

🍃 3) Switch to print-on-demand for flexibility and sustainability

Ordering huge quantities sounds smart… until you’re stuck with 300 leftover mediums and a storage closet full of regret.

Print-on-demand branded merch gives you:

• less waste
• easier reorders
• more flexibility for new designs
• better long-term sustainability

It’s one of the simplest upgrades you can make to your branded merch strategy—especially if you’re building custom company merchandise for teams, trade shows, customer gifts, or community drops.

Basic Swag Is Limiting. Exciting Swag Is a Marketing Tool.

Basic swag checks a box.

Exciting swag builds brand love.

When your branded merch is actually good, it becomes:

• a conversation starter
• a community signal
• a walking referral
• a piece of your brand story people can wear

That’s why high-quality branded merchandise is so powerful: it turns people into proud brand advocates without asking them to do anything extra.

The Goal: Make People Want Your Merch

Here’s the line I want every brand to remember:

Make people want your merch (not just politely accept it).

Because polite acceptance doesn’t build visibility.
Wearing it proudly does.

And that’s how branded merch goes from “swag” to a real business asset.