Your Company Swag Says More Than You Think

Why Your Promotional Materials Might Be Undermining Your Brand (And How to Do Better)

Not long ago, we attended a well-known conference. As part of our experience, we received a “VIP box” of swag. Nice packaging, sleek presentation — by the reaction in the room, you’d think it was full of premium, well-considered items.

But inside? Flimsy sunglasses. A cheap lanyard. A pen that barely worked. Every item had someone else’s name on it. Not a single thing felt like something you’d actually want to wear, use, or show off. That kind of swag doesn’t say “professional.” It says “we checked a box.” 

If you’re going to put your company’s name on something, make it worth keeping. The items you put in someone’s hand say something about your business, whether you realize it or not. Let’s talk about how to do promotional materials the right way (and talk about some things we’re trying ourselves).

The Real Problem with Most “Swag”

Too often, promotional materials are treated like a throwaway detail. Slap your logo on something cheap, hand it out, and you’re doing your job as a marketer — right? But what does that piece actually say about your company?

More often than not, the answer is: nothing good.

Forgettable swag is:

• Cheap in quality
• Generic in design
• Misaligned with your brand
• Unwanted and unused

Most of it ends up in the trash. That’s a wasted opportunity. 

Cheap giveaways feel like what they are: filler. They don’t build trust. They don’t generate interest. They don’t start conversations. Worse, they can actively cheapen your brand in the eyes of someone who receives them. That’s not a good return on investment, even if the item only cost you a few bucks. 

If you wouldn’t wear it, use it, or be proud to give it to someone you respect, don’t put your logo on it — and don’t be surprised when nobody else gets excited to receive it, either.

Make Promotional Material That Actually Works

A well-chosen piece of branded material doesn’t have to be expensive or elaborate. But it should be useful or unique, well made, and aligned with your company’s identity. When something looks and feels high-quality, people notice. When it’s clever, local, or personal, they talk about it.

At its best, promotional material should represent your company the same way a good handshake or a job well done does. It should be something people are glad to receive — and maybe even reluctant to throw away. That’s when branding becomes truly sticky.

Here’s the bottom line: When it comes to promotional materials, the goal is to add value, earn a second look, or start a conversation.

Do Things That Can’t Be Copied

Anyone can order a thousand koozies or slap their logo on a stress ball. But the best promotional materials don’t look like they came from the same catalog as everyone else’s.

At QBC, we’ve started putting more intention and personality into the things we create. For example, we’ve designed air fresheners featuring the faces of real QBC employees. They’re unexpected, funny, and a little weird — and most importantly, people remember them. Plus, they smell good, which is the whole point.

Finding local partners is another key component in creating truly standout swag. We’ve worked with artists in our area to produce awesome T-shirts with hand-drawn designs that our team and partners actually want to wear. We’ve even partnered with a baker in town to create custom QBC-themed cookies. They’re fresh, tasty, and more memorable than another boring branded pen. It’s really hard to disappoint people with cookies.

These ideas are unique, yes. But they also reflect the level of pride we take in everything we do. We truly leave no stone unturned and are always searching for ways to provide the best possible experience.

When you support local creators and bring your brand to life in thoughtful, creative ways, you end up with materials no one else can copy — and that’s priceless.

Support Sales—Don’t Starve Them

This isn’t just about conference giveaways. It’s about providing the kickass materials your sales team needs to make a strong impression. One of the most common gaps in growing companies is failing to equip salespeople with clean, consistent resources. Sales teams shouldn’t have to piece together their own presentations, dig through old folders for flyers, or ask five different people to get a single piece of collateral.

At our office, we’ve started building what we call a “sales bar”. It’s an internal library stocked with those air fresheners, t-shirts, and more that our team can pull from whenever they need to. No requests. No runaround. Just awesome, on-brand materials, ready to go.

It’s a simple concept, but it makes a big difference. Salespeople are more confident when they’re equipped. Clients feel more clarity when materials are sharp and consistent. And the brand looks more polished at every touchpoint.

The ROI Is in What People Keep

The value of promotional material doesn’t come from how much of it you hand out. It comes from how long it sticks around.

If someone wears a shirt or shares a snack with your logo on it, you’re getting more than exposure — you’re getting association. You’re becoming part of their routine. And that’s worth more than a pile of cheap, forgettable (and, let’s be honest, ugly) giveaways.

We’re not saying you need to spend a fortune. We’re saying you should spend smarter. Focus on the quality of what you hand out, not the quantity. One great piece will always outperform ten pieces of junk.

Your Challenge

Take a critical look at your current stack of promotional materials. Would you actually use them? Would your clients? Do they reflect the quality and pride you bring to your work every day?

If not, it might be time to rethink what you’re putting your name on.

Let us know what you think of this issue by emailing media@questbuildingcorp.com.