Now that we have entered another new year, I thought I should revisit a topic that spiked the blood-pressure levels of some of my readers late last year.

Printers, promotional item companies and those who create lovely gift baskets seemed to disagree with a column I wrote suggesting business gifts should not be imprinted with the giver's business logo. I stand by my opinion and want to address the issue more thoroughly.

Being a businessperson myself, I do understand marketing and the necessity to increase sales at every opportunity. Small businesses, in particular, have limited promotional funds and need to get the most bang for their bucks. I also understand that businesses want to be assured the recipients of holiday gifts, or those given for various reasons, know and recognize from whom those thoughtful items were sent.

One of my reader's comments was "Businesses should only give a gift if it will have a nice business impact. It is far less expensive, in bulk, to get a promotional item with your logo on it." This is not news to me, but herein lies the crux of the matter and our parting of the ways.

A company's excellent customer service policy, reflected constantly throughout the year, is more important than a gesture with business impact at holiday time.

Customers like to do business where they are known, liked, appreciated and respected. Marketing and increased sales come from a company's professional presence and service in everything it does -- from product quality to employee attitude and training. The flagrant use of in-your-face self- and business promotion is not a gift.

A gift for the holidays, or as a symbol of appreciation or to mark a special occasion at any time, should not have a business logo on it. If it does, it becomes a promotional item -- perhaps a little larger and more elaborate than a trade-show giveaway.

That having been said, the box or wrapping the gift is in certainly can be identified by the giver's logo or branding. There would be no doubt as to who presented the gifts.

A lovely card, in good taste, accomplishes the same identification and if desired and time permits, it could contain a personal handwritten message that is certain to impress, is inexpensive and very sincere.

For those in the business of manufacturing or selling promotional items, I respect your profession and the need to market your products and services. Many promotional items make excellent holiday gift presentation. Printers can go crazy printing bags, containers and wraps with personalization, logos and greetings all over them.

To wow your clients and impress them with your creativity or that of your team is a marketing tool in itself. Just because you have received dozens of gifts with logos or business imprints on them doesn't make it right. With business-to-business gifts, the enclosure card or packaging should be identified with the name or company name of the giver.

If the gift itself is imprinted, stamped, engraved or etched, it should be with the recipient's name, company name or logo -- not the sender's. In fact, it is a very nice gesture to give a personalized gift. But to place your own identification on the gift, even though your intention as an appreciative businessperson is well-placed, the item itself is no longer a gift but becomes a promotional item.

One idea that came from a very creative designer of gift baskets was shared with me. Her client, in the construction business, gave baskets she designed not in the usual wicker or cardboard box but in bright-red toolboxes filled with gourmet munchies.

Just think about it and how your team can create a gift that is unique and memorable. No logos on the toolboxes but labels galore could be placed on the paper packaging and the ribbon. Those toolboxes will no doubt be used in many different ways for years to come.

The recipient of your gift should not be compelled to advertise for the gift giver. Hold onto this thought: It is not about you -- gift giving is all about how you are perceived and remembered for your thoughtfulness.

Barbara Bergstrom is an author and owner of Greetings Certified Etiquette & Protocol Specialists. She can be reached via email at [email protected]