When it comes to branded merchandise and swag, many businesses are unknowingly judging their choices by the wrong metric. They’re asking: Is it useful?
But the question they should be asking is: Does it improve the relationship between my brand and my team or customers?
The Problem with Focusing on Usefulness
It’s easy to understand why so many people get stuck on the “useful” factor. Here’s why:
- Useful items are familiar. Pens, notepads, and flashlights are items we all use regularly, so they feel like a safe choice.
- Avoiding waste is a priority. Nobody wants their branded merch to end up in the trash, and useful items seem like an anti-trash solution.
- They’re practical. People are less likely to toss something they can use, which makes “useful” items seem like a good investment.
While these points make sense, they’re missing a critical piece of the puzzle: Branded merchandise is not about utility. It’s about connection.
Why Connection Matters More Than Usefulness
Pens and other generic items are fine, but they’re not memorable. They don’t differentiate your brand or deepen your relationship with your audience.
Here’s the truth:
Anyone can make a pen. Only your brand can create a meaningful connection with your customers and team.
Branded merchandise should:
- Reflect your brand’s personality.
- Make your audience feel seen and valued.
- Stand out with creative, thoughtful designs.
When you choose items based solely on usefulness, you’re missing an opportunity to strengthen your brand’s identity and build lasting relationships.
How to Create Impactful Branded Merchandise
Want to avoid the “useful but forgettable” trap? Here’s how to make your branded swag truly special:
- Think about your audience. What resonates with them? What will make them feel excited to engage with your brand?
- Focus on creativity. A bold, unique design or unexpected item can leave a lasting impression.
- Prioritize connection. Choose merchandise that deepens relationships and makes your audience feel part of something bigger.
If a pen aligns with these goals, great! But don’t default to “usefulness” as the primary metric. Instead, make decisions that build relationships and highlight what makes your brand unique.
Let’s Discuss
What do you think? How important is “usefulness” when choosing branded merchandise? Have you found creative ways to connect with your audience through swag? Let us know in the comments!