Why Swag Without Strategy Is Just… Stuff

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

Just like owning a treadmill doesn’t automatically make you fit, owning a box of branded merch doesn’t magically build your brand.

Yes, swag can be fun. But branded merchandise without strategy? That’s just stuff in a sad box.

To actually drive ROI, grow brand awareness, and increase customer loyalty, your swag needs a plan.

At Go To Market, we walk every client through a custom swag strategy to make sure their branded merch works for them—not against their closet space. If you’re thinking about launching custom merchandise or revamping your current merch collection, start here:

1. What do you want your branded merch to do for your business?

Are you using it to:

  • Attract new clients?
  • Reward your top-tier customers?
  • Encourage social media engagement?
  • Motivate internal teams?
    Your goals shape everything—from product selection to design to distribution strategy.

2. Who is your swag actually for?

This matters more than you think. Will your audience wear it proudly on a Zoom call? Bring it to the gym? Post about it on Instagram?


The best custom swag is a flex—because people want to be associated with your brand. So choose merch that reflects their identity as much as yours.

3. How does this fit into your current marketing strategy?

Swag shouldn’t float in its own silo. The right branded merch supports your current goals: whether that’s increasing email subscribers, improving employee retention, or growing brand visibility at live events.

Your merch should amplify your existing strategy—not compete with it.

Bottom Line: You Don’t Need More Stuff. You Need a Swag Strategy.

We’ve all seen it: the leftover mugs, sad pens, or outdated t-shirts that never quite landed. That’s swag without a purpose. Compare it to fitness again:
Treadmill in the basement = unused merch in storage.
Treadmill + trainer + program = strategic swag with real impact.

If you want branded merchandise that drives results, builds community, and gets seen (and worn!)—start with a strategy.