A good gift creates shared history and reminds them of you every time they use it, so leave your logo off.
The idea
On gifting, the person I've always turned to is John Ruhlin, author of Giftology. His core idea: a gift should be an artifact. It marks a moment in the relationship, and every time they pick it up over the following months and years, it brings back you, that time, and how the relationship felt. Choose it for their taste, since what you'd pick for yourself is beside the point. And keep your branding off it. The moment a logo shows up, the recipient senses a marketing ploy dressed up as generosity, and the gift turns icky.
How to do it
Decide what the gift is for: the relationship, or your brand (the Remember Me or Represent Me test). Only the first belongs here.
Choose with the recipient's eyes. What would they love?
Leave off the logo, the tagline and the business card stuffed inside.
Attach a story or a personal note, so the object carries meaning.
Don't chase perfection. Ruhlin aimed for eight or nine out of 10.
Example
Deep in my basement is a sad backpack of perfectly useful swag covered in the logo of a company that no longer exists; within hours of selling Contactually in 2019, our promo items became memorabilia. Meanwhile, in my office is an unbranded Fisher Space Pen. A conference host in Chicago put one at every place setting and told a business parable with the pen as the main character, and I'll never forget the person who gave me both.
Watch out for
When Ruhlin passed away suddenly, I was reminded that beyond any physical item, you are the best gift to the people around you.
Remember Me or Represent Me?: Before sending a gift, ask whether it's meant to help them remember you or to represent your brand; only the first builds the relationship.
Personalization Over Price: Choose with their eyes, wrap it well with a handwritten note, and favor books, local treats or donations over generic gift baskets.
Gift the Inner Circle: Send gifts to the people around your contact, like their spouse, family or assistant, because almost nobody does and the bar is low.
Meaningful, Relevant, Valuable: Check every touchpoint, gift or event three ways: will they remember it, does it connect to what they care about, does it actually improve their life?