By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

Key Takeaways

People keep and wear the merch they choose, not the merch they take because it’s free. Offering options (colors, sizes, styles, vibes) gives people agency, which means less waste, more brand visibility, and a merch budget that works a whole lot harder.

Why Choice Is the Secret Ingredient to Branded Merch People Actually Love

Everyone loves free stuff… or at least we think we do.

You grab it with that little dopamine rush:
👜 A tote from the conference
🖊️ A pen you definitely don’t need
👕 A T-shirt that looks like it might be your size

But then you get home and reality hits. 😵‍💫
👜 You already own a thousand totes
🖊️ Your pen drawer is overflowing
👕 And that tee? Not your size, not your vibe, not entering your weekly rotation

You didn’t take it because you wanted it.
You took it because it was free.

And that’s the problem with most company swag.

What Do People Actually Love About Merch? Choice

The best branded merchandise isn’t something people feel obligated to take — it’s something they select because it fits their life.

When people choose their merch, they:

• Like it more
• Keep it longer
• Wear it proudly
• Use it often
• Remember your brand for the right reasons

Choice transforms custom swag from an afterthought into a favorite.

Why Should People Pick What Fits Their Life, Not Just Your Logo?

Because modern merch programs, especially print-on-demand shops, outperform bulk inventory every time.

When you offer options—colors, sizes, styles, vibes—you give your team and clients something far better than free:

You’re giving them agency.

People don’t want another generic giveaway.
They want branded merch that aligns with their lifestyle, aesthetic, and personality.

And when you let them choose?
Your merch budget suddenly starts working a whole lot harder.

The Payoff Is Mutual

• For them: no guilt, no waste, no “why did I take this?” regret.
• For you: more brand visibility, higher engagement, and swag that actually gets worn.

That’s a win-win every brand should want.

FAQ 

Why does choice make branded merch better?
The best branded merchandise isn’t something people feel obligated to take; it’s something they select because it fits their life. When people choose their merch, they like it more, keep it longer, wear it proudly, and use it often.

Why do print-on-demand shops outperform bulk inventory?
When you offer options such as colors, sizes, styles, and vibes, you give people agency instead of a generic giveaway, and your merch budget starts working a whole lot harder.

What does each side gain when people get to choose?
For them: no guilt, no waste, no “why did I take this?” regret. For you: more brand visibility, higher engagement, and swag that actually gets worn.

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

Key Takeaways

Before the Butcher’s team showed up at a crowded conference in custom branded tees that captured the brand’s personality (bold, playful, unexpected) in four words. The lesson for any brand: make your values wearable and unmistakable, and your merch becomes strategy, not just clothing.

Step 1: How Do We Get Inside Your World?

What do you do when you want to stand out in a sea of booths, banners, and business cards? You get cheeky.

That’s exactly what Before the Butcher did—and the result stopped people mid-aisle.

Their team showed up in custom branded merch that was clever, confident, and instantly attention-grabbing. The tees became conversation starters, photo magnets, and the kind of event swag people actually remembered long after the conference ended.

It was perfectly on-brand for a company making plant-based food friendly, flavorful, and fun.

Why We Created This Branded Merch

We learn everything about your brand before we make anything: your stories, your quirks, and the inside jokes your team wouldn’t dare put in a pitch deck.

This is how we create authentic branded merch that feels like you, not just “corporate swag.”

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How Can You Steal This Move For Your Own Brand?

If you want your branded merchandise to stand out at conferences, trade shows, or events, borrow this strategy:

Make your values wearable — and unmistakable.

The best custom swag communicates your energy, message, and beliefs in a single glance. When your team becomes the highlight of the room, your merch isn’t just clothing—it’s strategy.

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FAQ 

How did Before the Butcher use branded merch at a conference?
Their team showed up in custom branded tees that were clever, confident, and instantly attention-grabbing. The tees became conversation starters and photo magnets, and people remembered them long after the conference ended.

What was the brief for the Before the Butcher merch?
Danny O’Malley and his team wanted company swag that reflected who they really are: bold, playful, and unexpected. The mission was to capture their entire brand personality in four words and turn it into wearable marketing.

How can other brands use this approach at events?
Big launches, tiny wins, anniversaries, team moments, and random Tuesdays that could use a little magic.

Learn more about Before the Butcher and founder Danny O’Malley: CNN Business — Before the Butcher makes plant-based chicken, turkey and even chorizo

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

Key Takeaways

Go To Market makes branded merch fun again. Every project follows the same five steps: get inside the brand’s world, sketch a few personalities, try pieces on, build a print-on-demand shop, and keep drops coming all year, so the merch is something people actually want to wear, use, and show off.

Most of your followers have no idea what you actually do. 🤔 That’s a truth most entrepreneurs, creators, and founders don’t realize.

You hear your message every day. You live it, breathe it, repeat it. But most people just see you scroll by and think:

“Coach, maybe?”
“Some kind of consulting?”
“Skincare? Tech? Taxes?”

It’s not personal.
It’s just unclear.

What’s the Easiest Fix? Wear Your Message

This is where branded merch and custom swag become game-changing tools for brand visibility.

Hoodie. Tee. Hat. Tote.
Whatever you choose — it becomes your walking billboard.

When you wear branded apparel that clearly communicates your mission, tagline, or niche, suddenly every:

• Selfie
• Airport fit
• Coffee shop moment
• Speaking event
• Zoom square

…turns into free advertising.

People understand your vibe before you even introduce yourself.

How Does Merch Help You Stand Out in a Crowded Field?

When everyone is posting the same advice and blending into the feed, branded merchandise helps you stand out. And let’s be honest — some industries are packed.
(👀 Looking at you, Coaches of LinkedIn.)

Put your values, your philosophy, your one-liner, your mission — right on your clothes.
Let your brand message walk into the room ahead of you.

Because clarity is magnetic.
And wearing your message makes it unmistakable.

FAQ 

Why don’t my followers know what I do?
You hear your message every day and live it, but most people just see you scroll by. It’s not personal, it’s just unclear.

How can branded merch fix that?
When you wear branded apparel that clearly communicates your mission, tagline, or niche, it becomes your walking billboard. Every selfie, airport fit, coffee shop moment, speaking event, and Zoom square turns into free advertising.

What should I put on my merch?
Put your values, your philosophy, your one-liner, or your mission right on your clothes, so your brand message walks into the room ahead of you.

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

Key Takeaways

Go To Market makes branded merch fun again. Every project follows the same five steps:

get inside the brand’s world, sketch a few personalities, try pieces on, build a print-on-demand shop, and keep drops coming all year, so the merch is something people actually want to wear, use, and show off.

If you’ve ever wondered, “What does the Go To Market team do all day?”—great question. The answer is simple:

We make branded merch fun again.

Every project starts with a brand that’s ready for merch with personality. We skip the same old promotional giveaways, the boring logo slaps, and the kind of company swag that ends up forgotten in a drawer. We create custom swag people actually want to wear, use, and show off.

Here’s how we bring your branded merchandise to life:

How Branded Merch Helped a Plant-Based Brand Stand Out on a Crowded Conference Floor

We learn everything about your brand before we make anything: your stories, your quirks, and the inside jokes your team wouldn’t dare put in a pitch deck.

This is how we create authentic branded merch that feels like you, not just “corporate swag.”

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Step 2: What Happens When We Sketch a Few Personalities?

We explore concepts that match your brand’s vibe:

• The IYKYK piece with insider flavor
• The bold, statement-making design
• The cozy, everyday staple
• The subtle wink only your team will get

This is where your custom merch identity starts to take shape.

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Step 3: What Does It Mean to Try Things On?

Every piece has to earn a spot in someone’s weekly rotation. If it won’t, it’s out.

We create wearable, giftable, lovable swag—not dust collectors.

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Step 4: How Do We Build Your Print-on-Demand Shop?

We design a seamless print-on-demand merch store right into your existing site.
That means:

• No boxes
• No inventory
• No closet full of outdated sizes
• No “Who’s shipping this?” Slack panic spiral

Your company swag program becomes automated, effortless, and infinitely scalable.

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Step 5: How Do We Keep the Drops Coming All Year?

Because great brand engagement doesn’t happen once.

We plan merch drops for:

• Big launches
• Tiny wins
• Anniversaries
• Team moments
• Random Tuesdays that could use a little magic

Your branded merch ecosystem stays fresh, relevant, and alive all year long.

FAQ 

What does the Go To Market team do all day?
We make branded merch fun again. We create custom swag people actually want to wear, use, and show off, not boring logo slaps or giveaways that end up forgotten in a drawer.

How does the print-on-demand merch shop work?
We design a seamless print-on-demand merch store right into your existing site, so there are no boxes, no inventory, and no closet full of outdated sizes. Your company swag program becomes automated, effortless, and infinitely scalable.

What kinds of moments do you plan merch drops for?
Make your values wearable and unmistakable. The best custom swag communicates your energy, message, and beliefs in a single glance.

For a plain-language explainer on how print on demand works for apparel, see Printful — What is Print on Demand?

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

Key Takeaways

Traditional bulk ordering forces teams to guess sizes, quantities, and items, which leaves piles of unworn swag behind. Print-on-demand branded merch removes the guesswork: no minimums, no wasted inventory, and people choose exactly what they want, so they actually use it.

Most teams still order branded merchandise and company swag with something that feels a lot like psychic intuition. Ordering in bulk turns into a full-blown séance: guess the sizes, guess the quantities, and guess what people might want six months—or a year—from now.

Then comes the real haunting: stacks of leftover swag boxes sitting in supply closets like merch ghosts you can’t get rid of. 👻

If this sounds familiar, you’re not alone. For years, companies assumed this was just “how swag works.” But it doesn’t have to be.

What’s the Problem With Bulk Swag Orders?

Bulk ordering sets you up for waste from the start. You’re forced to make decisions without data, without personalization, and without any guarantee anyone will actually wear what you ordered.

That’s how teams end up with:

• The wrong sizes
• The wrong quantities
• The wrong items
• And piles of unworn branded T-shirts that quietly haunt the office

One client told me she had spent years “just hoping people liked the swag.” That was her entire strategy—hope.

And hope is not a supply chain plan.

Why Does Print-on-Demand Change Everything?

Print-on-demand branded merch removes the guesswork entirely. Instead of ordering large quantities and crossing your fingers, you produce items only when someone actually wants them.

That means:

• No minimums
• No wasted inventory
• No guessing sizes
• No sad bins of outdated merch

Employees, customers, and event attendees can choose exactly what they want. The reorders tell the real story: when people choose the swag, they use the swag.

Why Should You Offer Choice Instead of Guessing?

The most successful corporate swag programs offer curated, on-brand choices that people genuinely love, instead of forcing the same T-shirt on everyone.

When you let people pick their own merch:

• Engagement goes up
• Waste goes down
• And your branded merchandise budget finally works smarter, not harder

So ask yourself: Why keep guessing when you don’t have to?

FAQ 

Why does bulk ordering lead to wasted merch?
You’re forced to make decisions without data, without personalization, and without any guarantee anyone will wear what you ordered. That’s how teams end up with the wrong sizes, quantities, and items.

How does print-on-demand fix this?
You produce items only when someone actually wants them. That means no minimums, no wasted inventory, no guessing sizes, and no sad bins of outdated merch.

What happens when people choose their own merch?
Engagement goes up, waste goes down, and your branded merchandise budget works smarter, not harder. When people choose the swag, they actually use the swag.

For a general definition of print on demand, see Wikipedia — Print on demand

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

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

What Does “If It Needs Explaining, It’s Not Good Merch” Mean?

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

The moment you start saying:

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

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

How Does Good Merch Speak Without Words?

Good merch communicates instantly through:

• Color
• Texture
• Emotion
• Wit
• Vibe

It makes someone smile, or nod, or say, “Oh, that’s clever.” It never makes them ask, “What is this even for?”

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

What’s the Difference Between Decoration and Connection?

Design that needs context is decoration, and design that clicks instantly is 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 Does This Rule Matter 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.

FAQ 

What is Rule #1 of the Merch Rulebook?
If it needs explaining, it’s not good merch. Great branded merchandise should never require an explainer, a PowerPoint, or the backstory of a 2017 rebrand.

What’s the difference between decoration and connection?
Design that needs context is decoration. Design that clicks instantly is connection: it says something about your brand and about the person wearing it, which is what turns swag into storytelling.

What question should you ask before approving a merch idea?
Ask: “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

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

How Did King’s Hawaiian Turn a Layover Into a Merch Moment?

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. It was equal parts absurd and genius.

Here’s how it worked:

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

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

Why Was This Brilliant Branded Merch Marketing?

It created a story people can’t help but share. Most merch is designed to promote a brand, but the best merch goes further.

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

That 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, and an inside joke your audience is thrilled to be in on.

What Is the Takeaway for Brands?

It created a story people can’t help but share. Most merch is designed to promote a Great branded merch is identity and emotion wrapped in fabric, not just a freebie. A warm roll and a soft sweatsuit did exactly that.

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

Key Takeaways

Branded merch shouldn’t be judged by profit margin alone. Its real value is turning your biggest fans into real-world advocates who promote your brand every time they wear or use it – something no digital ad can replicate. Well-designed merch builds identity, loyalty, and visibility that compounds over time. 

Why Do Most Brands Get the Merch Question Wrong? 

When most companies launch a branded merch shop, they immediately focus on one thing: profit margin. That’s a fair question — but it’s the wrong starting point. Branded merch isn’t just a revenue stream. It’s a sales tool, a marketing engine, and one of the most effective ways to turn customers into loyal fans who promote your brand everywhere they go. 

The better question to ask is: “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

What Makes Merch Work Isn’t the Product – It’s the Identity

People don’t buy branded merch because they need another hoodie. They buy it because it signals belonging, represents their values, connects them to a community, and makes them feel something. When merch is thoughtfully designed, high-quality, and rooted in brand values, it transforms from a novelty purchase into a badge of loyalty. This is why high-performing branded merchandise isn’t just “swag.” It’s a strategy. 

Why Does Merch Belong in Your Marketing Strategy? 

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

Merch isn’t an accessory to your marketing plan — it’s a force multiplier. If you’re only measuring success in dollars, you’re missing half the ROI.  

FAQ

Isn’t branded merch just a cost center? 
Not when it’s designed well. Merch functions as long-lasting advertising your audience willingly wears and shares , unlike a digital ad, which disappears the moment the campaign ends. 

How is merch different from other marketing spend? 
It keeps generating visibility long after the initial cost, every time someone wears or uses it in real life.

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

Key Takeaways

When we designed merch for DivaDance, the goal was to bottle their brand’s energy – inclusive, joyful, judgment-free dance culture – into wearable pieces. The lesson for any brand: when merch reflects what people already love about you, it stops being “swag” and starts being identity.

What Makes DivaDance’s Merch Collection Work? 

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: everybody can dance. No judgment, no experience required, just music, movement, friendship… and maybe a little sweat (the fabulous kind). 
Designing merch for DivaDance meant channeling everything that makes their community extraordinary: inclusive energy, “dance like nobody’s judging” freedom, and 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 Built the Collection This Way 

The brief 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 that match the brand’s personality
•  Wearable, danceable styles built for movement 
• Pieces that celebrate every body 

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

How Can Other Brands Steal This Move? 

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 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 decade-of-dance-anthems debate lives on: 

• 80s (synths, sequins, 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?

FAQ 

What’s the goal of the DivaDance Merch Lab collection? 
To create pieces that reflect DivaDance’s inclusive, celebratory dance-class energy, so members feel represented rather than just branded. 

How can other brands apply this approach? 
Design merch around what your community already loves about you, not just your logo.

Learn more about the DivaDance community at divadance.com 💿

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

Why Does Personalization Make Branded Merch More Effective? 

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. 

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..

What Does Personalized Merch Actually Do for a Brand? 

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 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. 

This isn’t just a nice idea — it’s backed by consumer behavior. Attentive’s 2025 Consumer Trends Report found that 90% of consumers want more personalized communications than they’re already getting from brands, and 96% say they’re more likely to purchase when brands personalize their messaging. 

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 of Amanda wrapping paper my mom got for me 30+ years ago — proof that even the smallest personalized touches can leave a lasting mark. 

FAQ 

Does personalization just mean adding someone’s name to a product? 
That’s part of it, but it can also mean tailoring the design, packaging, or message to reflect what makes a person or community unique. 

Is personalized merch worth the extra effort? 
Yes – it builds an emotional connection that generic, mass-produced items can’t replicate, and consumer data backs up the impact on loyalty and purchase intent. 

Consumer personalization data drawn from Attentive’s 2025 Consumer Trends Report: businesswire.com — Attentive 2025 Consumer Trends Report