Brand Building 101:

The Secret to Choosing the Right Promotional Products

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Whether it’s a surprisingly nice tote bag that ends up going with us to every farmer's market, slick blue light blocking glasses, or Fido’s new favorite toy, a good promo item has a way of seamlessly making its way into our daily lives. And that’s the magic of promotional products done right—they’re tiny brand ambassadors working overtime to keep your business top of mind.

But there’s a big difference between handing out thoughtful, on-brand items and dumping a pile of forgettable trinkets on your audience. Keep reading to learn how to navigate the world of promotional merch so you can make an impact without wasting your budget or adding unnecessary junk to the landfill.

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Keep it on brand

This seems obvious, right? Yet we’ve all walked away from an event with a random assortment of cheap pens, keychains, and stress balls that say absolutely nothing about the brands that handed them out. If your promo item is just another piece of generic swag, it’s not doing its job.

Think about what makes your brand unique. What are its core features and attributes? Just like any other part of your branding, your promotional items should reflect your brand strategy and identity. If your brand is whimsical, why give out another forgettable water bottle when you could hand out custom mini kaleidoscopes? If your brand exudes luxury, skip the plastic tote bags and opt for high-end, sustainably sourced leather goods. If your brand is all about adventure, a branded multi-tool would be a much better fit than a flimsy notepad.

If your brand is already built on a solid foundation of well-crafted strategy, you already know your ideal audience, which means you’re in the perfect position to give them something they actually want to use! Be creative and select items that align with your brand identity and tell your brand’s story. Existing customers will have their own loyalty to your brand reinforced, and new customers will be more likely to engage with and remember you. A well-chosen promotional item isn’t just a giveaway—it’s a tangible touchpoint that fosters brand affinity and keeps your business top of mind.

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Be intentional

Once you’ve chosen the right items, it’s time to think about delivery. You could have the best promotional item in the world, but if you present it without intention, it won’t leave a lasting impression.

Consider the context and audience. Are you at an event where people are bombarded with free stuff? Then, make sure your giveaway stands out in a sea of pens and lanyards. 

Curate giveaways by pairing items with other items for an intentional experience, like a coffee shop that gives away branded travel mugs and a bag of locally roasted beans or a pet food brand that gives out branded leashes alongside samples of their newest dog treat.

Consider how your item will further someone’s journey with your brand. How can your item keep your audience engaged with your brand? For example, a wellness brand might offer free yoga mats with a QR code leading to a free online class, or a travel company might hand out sleek luggage tags that include a discount code for a future trip.

The goal is to make your promotional items more than just a giveaway and turn them into a brand experience. Every touchpoint—item, packaging, and presentation—should feel like an intentional extension of your brand.

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Quality over quantity

The U.S. alone generates 268 million tons of garbage annually. Do the world a favor—don’t add to that number with poorly made, throwaway promotional items. If your branded merch breaks, fades, or feels cheap, that’s the impression people will have of your brand.

Before choosing an item, ask yourself:

• Is it well-made?
• Is it useful?
• Would I actually keep this if I received it?

Investing in quality promotional items might mean giving away fewer things, but each item will make a stronger impression and actually be used, which keeps your brand visible long after the initial interaction and communicates to people that you care about quality.

When to give away promotional items

Promotional items can be used strategically in tons of different contexts that vary from industry to industry. Don’t be afraid to think outside the box and get creative with when and where you offer them. Here are a few of the best ways that brands can integrate promotional items into their strategy.

Internal Usage

Branded items can help build company culture and brand buy-in from employees. Think onboarding gifts (a welcome kit with branded notebooks, pens, and apparel), anniversary gifts, or just fun team swag that makes employees feel like part of a welcoming and cohesive team.
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Client and Customer Gifts

Promotional gifts are a great way to build relationships. Whether it’s a thank-you gift at the end of a project, a holiday gift, or a special token for top customers, presenting a well-thought-out, high-quality item in a considered way will leave a lasting impression and can turn satisfied clients into enthusiastic brand advocates.
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Community Events

Sponsoring a local event? Hosting a charity fundraiser? Giving out promotional items at community gatherings can build goodwill and increase brand visibility across new audiences. Consider how your brand can curate items that are both on-brand for the business and for the type of event you’re attending.

If you're sponsoring a community 5K, branded cooling towels or reusable water bottles would be both practical and appreciated. If you're supporting a local art fair, partner with artists and hand out tote bags with custom illustrations reflecting your brand. The key is to make sure your promotional item feels relevant, useful, and thoughtfully connected to the event’s purpose.
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Trade Shows

Trade shows are saturated with free giveaways, so don’t just hand out stuff for the sake of it. Make sure your items are unique, useful, and tied back to your brand. A QR code leading to a special landing page can add an interactive touch and keep your brand top of mind.

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More than swag—make it count

Promotional items are an extension of your brand, so make them count. When done well, they reinforce your identity, foster relationships, and keep your brand in front of the right people long after an event or interaction.

Not sure where to start? Quill’s team of creative experts can help you build your brand strategy and hone in on the best way to leverage promotional items for maximum impact. Plus, we maintain partnerships with trusted promotional product companies like Strategies LTD, whose cornerstone is delivering high-quality, on-brand, and truly useful products.

Let’s talk about how to elevate your brand—beyond the basic pen and keychain. Reach out today, and let’s chat!