A thoughtful corporate gift can go a long way in building a solid client relationship, but not all gifts are created equal. If you didn’t put much thought into selecting the right gift for the right client, your lack of effort won’t go unnoticed. In fact, a bad gift can sour a budding client relationship.

Yet, for most, corporate gift giving is a challenge. What gifts work best? Which ones should you avoid? What are the rules surrounding corporate gift giving and receiving? It can be so overwhelming that you might avoid the practice altogether.

The key: Avoid over-thinking your gifts. First, make sure your gifts are thoughtful and sincere. If you know your client well, give a gift that’s aligned to their interests. Contrarily, if it’s a new client, it’s OK to gift something less personal, yet still very thoughtful. Finally, don’t forget to gift your client’s assistant. These people work closely with the client, and your thoughtfulness might just go a long way in building the relationship.

Best Corporate Gifts

Looking for some ideas? Here are a few that work in many different corporate gift-giving situations:

The Gift of a Thoughtful Book: Whether you share a mutual interest with your client, or you’re just getting to know them, a good book can be great for a new or long-time client. Choose a book in your client’s area of interest. For example, if the client works in business or technology a title like Thinking, Fast and Slow would make a great gift. Start with the Best Seller list and see if anything pops out at you.

Food Is Always Right: A gift basket of goodies can make a great gift, but the key is avoiding the generic. Boxes of chocolates or store-bought cookie trays are overdone. Instead, search out something more unique. For example, a box macarons from Miette bakery is novel and delicious. For something more substantive, Wine Country Gift Baskets makes and ships wonderful baskets that are stuffed full of wine, cheese, chocolates and more.

Root On the Team: If you know your client is a hardcore New York Jets fan, for instance, by all means give a gift you know they will love. A Jets scarf, hat or coffee mug is the perfect blend of personal and practical. Just be sure you don’t mix up teams and get a Giants hat. That won’t go over well.

Personalized or Stylish Desk Accessories: Buying pens and office supplies doesn’t have to make for a lame gift. Think outside the box and don’t forget to personalize it. For example, a nice leather-bound notebook would be great for the client who seems to be always jotting down notes. You could even add a touch of flair by customizing the notebook with the client’s name or initials. Additionally, a one-of-a-kind set of vintage wooden bookends is unique and memorable.

Don’t Write-Off Cards: It might seem like a faux pas to skip the gift altogether, but that’s not true. In many situations, a card with a handwritten note makes a greater impression than any material gift.

Corporate Gifts to Avoid

You have an idea of what works. But what doesn’t? Here are a few gifts you should never give:

Gift Cards Are A Bit Impersonal: Gift cards can be super useful, but for many of your clients – especially those you work closely with – the gift rings a little too impersonal. If you know the client likes a particular store, coffee shop, or restaurant, is there another way you can show you remembered that? A gift basket, for example, from their favorite coffee shop or bakery would do the trick.

Don’t Go Too Personal: Remember, you must stay professional when you give corporate gifts. Just like you should avoid being too impersonal, you also don’t want to get too personal. Gifts like jewelry, clothing or fashion accessories are too personal to be given in a business setting.

Corporate Swag Doesn’t Work: You might have branded notebooks, custom-printed mugs, and tote bags laying around the office. Even so, these don’t make good corporate gifts. First, they’re impersonal, and secondly, it will look as though you’ve just thrown some swag in a bag. Save these for conference giveaways – not corporate gifting.

Avoid Ultra-Expensive Items: You might know your client well and want to reward him or her for the business they bring to your company, but you shouldn’t go overboard. Going too expensive can send the wrong signals and even put pressure on your clients. That’s why you should avoid expensive gifts like designer watches and gold pens.

Cash Is Never Good: Cash – it just doesn’t work, and chances are your client’s company has a policy about accepting cash. Avoid it. Instead, spend the cash on something thoughtful.

A well thought-out gift will help leave an impression, and that’s why it can be such a useful strategy for client building and business development. The key: Be original. If your gift is thoughtful and unique, you’re much more likely to stand out.