By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

There’s a question I hear all the time when teams are choosing branded merchandise:

“Is it useful?”

It’s a fair question.
But it’s not the right one.

When usefulness becomes the main (or only) metric for evaluating branded merch, brands end up playing it safe—and safe is exactly how you end up with forgettable promotional products.

The Better Question to Ask About Branded Merch

Instead of asking whether an item is useful, ask this:

Does this branded merchandise strengthen the relationship between my brand and my people?

That shift changes everything.

Because here’s where things get muddy:
Pens are useful.
Notepads are useful.
Flashlights are useful.

And yes, no one wants their branded merchandise to go straight into the trash. So “useful” starts to feel like the obvious answer.

Why “Useful” Isn’t Enough for Promotional Products

To be clear, useful items do tend to stick around longer than novelty swag. That part is true. But longevity alone isn’t the goal of effective branded merchandise.

If usefulness were enough, every brand would win just by ordering the same pens, totes, and mugs as everyone else.

But branded merch isn’t just about staying on a desk—it’s about staying relevant.

What Great Branded Merchandise Actually Does

Strong branded merchandise creates connection.

• Useful keeps an item nearby
• Meaningful makes people choose it, value it, and keep it close over time

The best promotional products reflect your brand’s values, personality, and intention. They feel considered. They make people think, “This brand gets me.”

And when that happens, your merch stops being a giveaway and starts being a relationship builder.

The Takeaway

If your only goal is usefulness, you’ll blend in.
If your goal is connection, you’ll stand out.

When you’re evaluating branded merchandise ideas, don’t stop at “Will this be used?”
Ask whether it actually deepens the relationship between your brand and the people who matter most.

Because in the long run, meaningful branded merch always outperforms merely useful swag.