By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

Hot Take: Most Branded Merch Feels Like Advertising

And let’s be honest — no one’s lining up to become a walking billboard.

That crewneck with your oversized logo splashed across the chest?
It might mean something to you, but to your customers, it’s just… noise.

Because the truth is, people don’t want to wear your brand.
They want to wear something that feels like them.

Your Merch Should Say “This Is Me” — Not “Buy From Me”

Great branded merch isn’t about your logo.
It’s about your people’s identity.

When you design swag that reflects who your audience is — not just what your business does — you create connection, not clutter.

Here’s how to flip the script:

🚫 Not “This is our company.”
✅ But “This is why you love us.”

🚫 Not “Buy from us.”
✅ But “This is me.”

Identity-Driven Swag Builds Brand Love

The most shareable, wearable, loved custom merch?
It taps into what your community already believes about themselves:

🖤 “I’m someone who shows up.”
🧡 “I’m building something meaningful.”
💬 “I speak boldly, live loudly, and love what I do.”

When your swag makes someone feel seen, they’ll wear it proudly — and organically spread your message without being asked.

Don’t ask your fans to carry your logo. Let them wear their identity.

Rethink the Role of Branded Merchandise

At Go To Market Studio, we help businesses and creators design identity-first branded merch — apparel and products that make people feel connected, empowered, and proud to represent your brand.

Your swag can still rep your company.
But when it centers your audience, it converts.

Because the best kind of promo merch doesn’t say “look at us” — it says “you belong here.”