Introducing Our Merch Rulebook: Rule #1 — If It Needs Explaining, It’s Not Good Merch

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.

🎨 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.

✂️ 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.

📘 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.