Branded Merch in B2B: Smart Strategy or Outdated Play?
Table of Contents
Why is most B2B swag forgettable?
What makes branded merch memorable?
Why print collateral is making a comeback!
What are the best physical branded gift ideas for clients?
What are creative digital gifts you can send instead of swag?
How do you make sure your merch reflects your brand values?
Final thoughts: Branded merch that gets remembered, not recycled
Why is most B2B swag forgettable?
Let’s be honest, most branded merch is…forgettable. Raise your hand if you’ve ever walked away from a business event with a branded reusable tote bag only to absent-mindedly throw it into the trunk of your car with the 47 other reusable tote bags? Not saying that reusable bags aren’t doing their part to thwart impending planetary doom, but did you really need another one? Exactly.
The problem? Most branded merchandise feels like an afterthought. It's cheap, generic, and says nothing meaningful about your brand. So into the trunk, junk drawer or landfill it goes.
What makes branded merch memorable?
Here’s the secret: good merch is functional, beautiful, and a little unexpected. Think of merch as an extension of your brand, just like your website or your social media. If your brand is thoughtful, witty, and high-quality, your merch should be too.
When done right, merch can create a genuine emotional connection with your clients, reinforce your brand personality, and make people smile every time they use it. Whether it’s a handwritten thank-you card with a gift that you hand-deliver, or an unexpected, customized tchotchke that you snail mail, or a creative digital gift you link to, it can go a long way in making someone’s day. The details matter!
In this blog, we’ll share some fun merchandise ideas, also known as merch, and how we show appreciation to our clients. We'll also discuss how to ensure your swag aligns with your vibe and values.
“Want to be remembered? Follow this rule of thumb: If you wouldn’t use it yourself, don’t give it away.”
Why print collateral is making a comeback!
Back in the Bronze Age, printed collateral was considered business advertising 101. At the very least, everyone carried a business card. If they were entrepreneurial, they’d hand you a #10 trifold brochure featuring their services, too! Those #10’s fit perfectly in a man’s inside jacket pocket.
But once we entered the Internet Age, print became passé. Case in point: I have a box of 500 business cards that were printed 20 years ago—I still have about 50 cards left! I stopped bringing them with me to networking events several years ago because it felt antiquated… “Uh, nice to meet you, here’s my card.” Nobody wanted a business card; they wanted my website address.
But guess what?
Lately, when I attend business functions, I notice that people are asking for my business card. WHA? I actually dug out that ol’ box of biz cards! (Fortunately, the design is super cool and my contact info and domain address are the same.) Print is making a comeback…kinda.
With the proliferation of on-demand digital output and the ability to produce small batch runs, it’s once again cool to promote your business with printed items, provided they are of high quality and/or have utility. Quality, digitally printed items can be a signature piece, such as a well-designed brochure or a clever poster that subtly advertises your business.
Print collateral also refers to business cards, postcards, and a wide range of other printed materials. First and foremost, these items should reflect your brand and be consistent with the colors and typography used on your website, in your logo, and anywhere else where your business is visible.
Ideally, a client familiar with your business should be able to identify your visual brand just by looking at it. Effectively branded merchandise drives brand recall, employee engagement, and client retention.
Moo and Vistaprint are excellent options for businesses of all sizes. They offer a range of downloadable templates to ensure your designs look top-notch and provide an easy-to-use online platform that streamlines the entire process.
Of course, we also advocate for cultivating relationships with local print shops. Supporting a local business is essential for your community and can also be a valuable collaborative opportunity. We love working with Quality Graphics & Printing, which was formerly based in Arlington but is now located in Sterling, VA. We’ve worked with Joe and Sam since Design Powers was founded in 1996.
🍃 Sustainable Tip: You have the option to use recycled paper stocks, soy-based inks, or support printing companies that use FSC-certified printers, among other environmentally friendly options.
“Building a good customer experience does not happen by accident. It happens by design.”
What are the best physical branded gift ideas for clients?
ABOVE: Back in 2001, before Etsy existed, Evelyn discovered a West Virginian woodworking company that crafted bear claw salad fingers and had them literally branded with the company name on the wood. 25 years later, some clients STILL use this gift.
BELOW: In 2004, before Spotify and other music-sharing platforms, Evelyn burned CDs that featured a common theme: all the songs were about saying “Thank You.” She also included a fire-engine red metal CD holder.
A client won’t remember a boring pen, but they’ll absolutely remember a thoughtful gift they can use repeatedly! Please don’t slap a logo on cheap tchotchkes that’ll end up in a landfill.
The best merch is stuff that people will use all the time, or something novel that they didn’t know they wanted. I’ve seen well-done travel bags for toiletries, sweatshirts can be a hit, and even simple carabiners can be useful.
If you’re looking for thoughtful gifts to give away at an event (but you need to buy in bulk), custom candles or soaps are great options - practical and guaranteed to be used repeatedly. Also, environmentally friendly.
Branded double-walled tumblers, ceramic mugs, or hydro flasks with your logo subtly etched. Bonus points if it fits in a car cup holder and keeps coffee hot for hours.
We recommend creating a branded postcard with a special, limited-time offer (such as a discount on a service you’d like to give away) as a thank you to your guests for attending.
Give your clients something tasteful or tasty! For our client projects, we strive to tailor our gift to each client's industry or personality. For our office-based clients, we’ve created branded mugs with their new logo—perfect for that morning cup of coffee.
For out-and-about professionals, we’ve created keychains with a QR code that, when scanned, directs to their website. That way, if their customer wants to visit their site on the spot, all they need to do is scan the code with their phone.
One of our clients is an occupational therapist who assists patients with sleep disorders. We created luxurious personalized sleep masks for her (yes, we couldn’t resist). One of our all-time favorite gifts was a light-up LED sign featuring a client’s logo, which she could hang in her office and turn on during Zoom calls.
We’ve also indulged sweet tooths with custom chocolates from Artisan Confections in Arlington, VA, and cookies from @BakedbyRowshan to thank our clients who have referred us. When appropriate, we buy our gifts locally. Anything we can do to generate biz in our local community is our very first thought before going online.
In addition to giving personalized client gifts when we complete a rebrand/website launch, we also send a client gift to all clients we’ve worked with at the end of the year. Typically, the gift is inspired by my travels.
Last year, while visiting my 50th and final state, North Dakota, I attended the ND State Fair. There in the exhibit hall, I spied Dash Apiary, a family-owned honey farm, and fell in love with their delicious raw honey.
After enjoying it all fall, I knew it would make the perfect gift to share with our clients, so we sent each a jar! It got seriously rave reviews!
In 2022, after a diving trip to Bonaire, I returned with a suitcase full of salt to gift our clients, straight from the salt flats south of the island. The way the salt is harvested on Bonaire is called 'sea salt sun dried'. Most of its salt is exported for industrial use, so unless you visit, it’s not easy to obtain.
We love receiving great swag, too. Last year, Squarespace gifted a fully loaded swag box from Circle Day 2024, which inspired us to (eventually) create our own branded mailers.
We also got some amazing custom mugs from our client, We’re Good, featuring the logo we designed for them. It was filled with Hershey kisses…what’s not to love?
Don’t overthink it - if you’d find it useful, maybe your clients would too!
🍃 Sustainable Tip: Look for gifts made from recycled, biodegradable, or reusable materials. Even better, support small batch makers or businesses with low-waste practices.
What are creative digital gifts you can send instead of swag?
No shipping is needed, and you won't have to worry about clutter. Embrace digital gifts as an innovative and eco-friendly way to delight your clients while reinforcing your brand. Imagine the joy on their faces when they receive digital gift cards to their favorite coffee shop or other local places. Guaranteed smile!
One way to determine this is by incorporating gift-giving into your instant process. When gathering information about your client's project, also take a moment to learn a bit about them and their location. Those details will allow you to curate potential ideas that feel personal, relevant, and special.
Elevate your offerings by offering a one-month subscription to a valuable tool or online course that showcases your thoughtfulness and relevance in their lives.
If your brand has a creative or playful edge, surprise your clients with custom playlists or downloadable wallpapers. These unique gifts add a personal touch, making them feel cherished and aligned with your brand's personality. Stand out and make a lasting impression with thoughtful digital gifts!
How do you make sure your merch reflects your brand values?
If your brand is all about innovation, give something techy. If you’re all about sustainability, skip the plastic pens and go for recycled notebooks or digital-only gifts.
Use merch to:
Reinforce your aesthetic (colors, style, tone of voice)
Extend your values (eco-conscious, community-oriented, design-led)
Deepen your relationships (thoughtfulness > scale)
Remember: your merch is part of your brand story. Make it count.
ABOVE: We recently sent out branded mugs to several of our newly launched website clients. Now, a coffee mug might not be the most groundbreaking idea, but when it features your new logo and accompanies the launch of your new website, it is special — a simple reminder of all you’ve accomplished.
One client emailed: “Many thanks for such a thoughtful gift and a reminder of the power of branding ;-) I couldn’t be happier with my website, and often receive compliments on its professional look, messaging, and how much it sounds like me. You all did a beautiful job pulling it together, and I will not hesitate to put your name out there whenever I can (as I am already doing). And I love that logo on my morning coffee!!”
Another client wrote: “Thank you so much for my awesome coffee mugs! I love them so much! You all are so kind and thoughtful! I love working with you all.”
Sometimes, something small and thoughtful is all it takes to make someone feel proud, seen, and appreciated. 🤓
Final thoughts: Branded merch that gets remembered, not recycled
We’ve ordered customized gifts from near and far! Here are some vendors that we’ve loved working with.
You don’t need to spend a fortune or reinvent the wheel. You just need to think like a human, not a marketing robot.
When your gift is well-designed, functional, and aligned with your brand vibe, it does more than sit on a desk—it earns you mindshare, goodwill, and maybe even a shoutout on LinkedIn.
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LED Sign: Crazy Neon
Ready to give your brand the kind of merch people talk about? We’ll help you create something memorable—physical or digital.
