Branded swag for clients vs employees may feel similar on the surface, but the goals behind each are very different. The right merchandise strategy can strengthen relationships, increase loyalty and support both marketing and people teams across the Republic of Ireland and the UK. In this guide, we break down the differences so you can choose the best approach for your brand.
Why Branded Merchandise Still Works
Branded merchandise is having a moment. UK and Irish businesses are investing more in high quality, useful items that feel personal and aligned to brand values. Studies show that promotional products can improve recall by over 80 percent and increase brand awareness long after an event or campaign ends. For companies with hybrid or distributed teams, merch also supports a sense of connection and belonging.
See the research from the BPMA
Client Merch vs Employee Merch: What Sets Them Apart
1. Goals and Intent: Outward vs Inward
Client Swag: Relationship Building and Brand Awareness
Branded client merch is outward facing. It helps you stay top of mind with customers, partners and leads. Irish SMEs report that gifting is one of the most effective ways to strengthen relationships and increase referrals. It also supports marketing goals like awareness, retention and loyalty.
Employee Swag: Recognition, Culture and Retention
Swag for employees is inward facing. It supports culture, engagement and the overall employee experience. Research across the UK shows that recognition has a measurable impact on retention and job satisfaction. A well designed welcome pack or milestone gift can help employees feel seen and valued.
2. Personalisation and Perception
Client swag usually works best when it feels considered. Personalised items, tailored packaging or gifts tied to key touchpoints can make a strong impression. For employees, personalisation is tied to fairness and inclusivity. Companies in the Republic of Ireland and the UK are moving away from one size fits all merch.
3. Budget, Tax and Practical Rules
Companies often align the value of client gifts with the size of the account or stage in the customer journey. In Ireland, the Small Benefit Exemption allows employers to give up to two non cash benefits each year within a capped value. In the UK, the Trivial Benefit Exemption supports similar initiatives.
Branded Swag for Clients vs Employees
Branded swag serves two distinct purposes depending on whether it’s created for clients or employees.
Client swag is designed to strengthen relationships, build loyalty and support sales or marketing efforts. It’s aimed at customers, prospects, partners and event attendees, with a focus on brand awareness, retention, referrals and creating impact at events or during campaigns. The tone tends to be professional, memorable and aligned to brand value, and it’s typically used around renewals, onboarding, events or deal-closing moments.
Employee swag, on the other hand, is all about culture, recognition and fostering a sense of belonging. It’s created for new hires, existing staff, remote teams and long-tenured employees, supporting onboarding, morale, milestones and employer branding. The tone is warmer and more inclusive, and the timing usually revolves around day-one experiences, work anniversaries and key recognition moments.
Brand Experience and Emerging Trends
Client swag supports long term brand visibility, while employee swag strengthens culture from within. Across both areas, UK and Irish organisations are shifting towards a “fewer but better” approach, choosing sustainable, high-quality items that feel meaningful. There is also growing interest in sourcing from local suppliers, which adds authenticity and supports regional businesses. Modern brands expect merchandise that reflects current design standards, with clean, premium aesthetics that align with their identity. At the same time, more teams are automating gifting through CRM and HR workflows, ensuring clients and employees receive the right items at the right moments. See how we can help you choose the right Merch for your needs!
How to Choose the Right Approach for Your Brand
Decide based on your goals:
• For clients: focus on loyalty, growth and experience.
• For employees: focus on culture, identity and recognition.
Swag Hut: Helping You Do Both, Properly
At Swag Hut, we help companies create branded merchandise that people actually want. We design, source, store and ship client and employee swag across the Republic of Ireland, the UK and worldwide.
Contact us today and see how we can support you!
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