This article below was written by our friends at ParkPow. ParkPow provides parking enforcement software to help property owners, hotels, universities, and municipalities enforce their parking policies.

Gift giving serves a vital purpose in the business world. So whether it’s Christmas, a big launch celebration, a promotion, or even a client’s birthday, there’s a reason to give. There’s a lot to consider in this gift-giving exercise. Who should we give to? What do we give? How should we give it?

For this post, I want to explore a more subtle, but important topic: should our client gift contain our company’s logo?

Why We Give
Let’s take a step back and remind ourselves of the ultimate goal: to drive revenue. Revenue comes from customers and customers buy (to a good extent) from trusted relationships.

So gift-giving to the client is the opportune chance to build the relationship, to show that we care. After all, without the relationship, there’s really not much left over.

Let’s be clear: if we think that we’re giving purely out of the goodness of our heart—then we should really be investing our time and money to a charity. Giving a thoughtful gift to a client is not charity work.

Give with Logo or Not?
Talk to anyone in marketing and they would instinctively say that any corporate gift should contain the company’s logo. This is really inferior thinking. Moreover, it’s really selfish.

Why? Because if our goal is to build on the personal relationship–not our corporate relationship–then we should not tie the gift with our company logo. We want to give with the perception that we want nothing else in return.

Giving a gift with our logo makes the gift only a half-present. We want the client to take the gift so that we can outlandishly remind them that we exist.

We don’t have to stoop so low. We in sales should take the high-road.

Imagine for a minute we gave the client a nice, titanium fidget spinner to help them destress. I’d prefer the client’s friend or colleague to ask, “Hey, that’s a cool stress reliever. Where did you get it?” than for that client to outright see my company logo. Why? Because then it allows the client—the person whom I want to build a relationship—to acknowledge me and my company for the gift. Acknowledgment is the first sign of appreciation.

Give for the Sake of the Relationship
It’s easy to just sit back and forget about giving. But I’d encourage you to give a simple gift with the goal of fostering the relationship. Just make sure not to stamp the company logo on it!