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.
The idea
It's common to give clients, prospects and partners something with your logo on it. Step back first and ask what the gift is for. Do you want them to remember you? Or do you want them to market for you? There's no right or wrong answer, but the first is relationship building and the second is marketing. Branded pens all end up in the same place: a cup, a drawer, a car.
How to do it
Hold the gift idea in your head and ask: "Is this for them to remember me? Or to represent me?"
If it's "remember," leave the logo off and personalize it.
Then picture them opening it. Is it meaningful, relevant and valuable to them?
Example
Imagine opening a package at your desk and finding one of these: an autographed Beatles record, a $5 card for a burger chain, a boxed bottle of wine from the sender's local vineyard, a leadership book, or a cheap plastic pen with the sender's logo. The record is a treasure if you're a Paul McCartney fan (and sellable if you aren't). The $5 card might make an executive wonder if that's all they're worth. The wine is lovely, unless you don't drink. The book says they know what you care about. The pen? Seriously?
Watch out for
There's no right or wrong answer to the question. Just think twice before sending a pen with your logo on it. They have enough pens.
Gift as Artifact, Not Advertisement: A good gift creates shared history and reminds them of you every time they use it, so leave your logo off.
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.
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?