By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

I don’t believe in separating who you are from what you do—especially when it comes to building a brand.

In the world of branded merch and swag, authenticity is your secret weapon. Real connection creates real results—and that starts with being honest about the human behind the business.

So here’s me, unfiltered and fully present in every client call, brainstorm session, and custom merch shop we build:

→ Merch mentor (yes, I have strong opinions on your swag strategy 🙃)
→ Cyclist / gym rat / runner (type-A energy, foam roller nearby 😈)
→ Dog obsessed (I will ask to pet your pup on the street 🐾)
→ Mom of two (& unofficial CEO of snacks 🥨)
→ Arts & crafts enthusiast (hot glue gun always locked and loaded 🔥)
→ Entrepreneur + small biz consultant (third business, still standing 💼💃)

This is the full person that shows up to do business—not just a polished profile or a curated pitch deck. Because when we show up as real people, we create better partnerships, stronger brands, and merch that actually means something.

Why This Matters for Your Branded Merch Strategy

When you bring your full self to the table, your merch reflects that. And that’s the kind of custom swag people actually want to wear, use, and show off.

Authentic brands stand out—and swag should be an extension of that identity.

So next time you’re creating branded merch, think beyond the logo. Start with:

• Who are you?
• What do you stand for?
• How can your swag reflect your whole brand—not just the polished parts?

Because the best swag isn’t just stylish—it tells a story. And that story starts with you.