Why a Uniform Refresh Is Vital To Make Your Brand Stand Out In A Competitive Market

Why a Uniform Refresh Is Vital To Make Your Brand Stand Out In A Competitive Market
SHARE
THIS



In this guest column CEO of Total Image Group, Pamela Jabbour (main image), argues nothing’s better than schmick looking employees…

We’re a culture based on first impressions and in a market that’s more competitive than ever it’s important to make your brand stand out in the crowd. Leading franchises ensure their environment, team, marketing and messaging are consistent, and that all elements to do with their brand are a clear representation of the ethos or culture of the company.  Staff uniforms are a large part of this messaging given they are the first impression the consumer has of the brand, yet they are often overlooked.

McDonald’s unveiled new uniforms for its employees in April this year and whilst there has been both positive and negative feedback on the new design, over 850,000 employees wear the new uniform at all of McDonald’s 14,000 restaurants in the USA. The sheer volume and commitment required to execute this launch shows their dedication to brand, messaging and consistency and the impact this uniform overhaul will have in their market.

Uniforms reinforce the message your brand sends out to the market and ensures your team reflect the quality of product, level of service and experience that can be expected when interacting with your franchise. And yet so many brands spend little or no time thinking about what their company uniform looks like and what message that’s sending out to the market. Is this causing lost sales?

A uniform refresh ensures you’re on trend and approachable, that your team stands out from the competition and is perceived as keeping up with the times. Considering many companies spend little time thinking about their uniform and its impact on branding, this refresh can provide an immediate point of difference. Simply put, it’s a cost-effective marketing strategy to ensure your brand and team stand out. When considering a refresh, there’s key things to consider to ensure that you stand out:

  1. Need identification: Have a thorough understanding of the who, why when, where. Understanding your company requirements, who is wearing the uniform, why, when it is required and within what budget. The clearer the brief the more fit for purpose the product and service. Ensure your team not only stands out but are happy with the new designs.
  1. Colour, fabric and fit: Get suggestions on the latest fabrics and fits that have been tried and tested in your industry. Don’t try and reinvent the wheel as uniforms need to be fit for purpose and practical and if it works for others it will work for your team. Ensure colours chosen are flattering to all skin tones and body shapes, consistent with branding and stand out in the environment they are being worn in. The colour scheme can make or break the design and take it from great to terrible very quickly. 
  1. Range planning: Tell the whole story from top to toe. If you spend time creating a look it needs to consider all factors. Will staff need a winter wear option? What trousers are they expected to wear? Is there a requirement for a cap or beanie? There is no point creating a fabulous shirt or polo only to have it covered up by a Hot Pink Jumper which is off brand and not communicating the consistent story of your brand.
  1. The devil is in the detail: Ensure there is a company uniform policy outlining dress standards. Should the shirt be worn tucked in our out? What type and colour shoes are acceptable? what is the jewelry policy? Unfortunately, common sense isn’t always common and when taking the time to create your team image through uniform it is even more important to follow that through with the detail of how it should or shouldn’t be worn.

A carefully coordinated uniform reinforces the message created with the brand, marketing and work space and is one of the least expensive step in the process to ensure brand image is being correctly and totally presented.  A new logo, brand or office space without a uniform is like a cake without icing, or an outfit with the wrong shoes. It’s the finishing touch that brings it all together and ensures your company image is complete. Think about your current uniform and what it says about your brand. Is it in line with your current positioning? If not, it might be time for a refresh before the market changes first.

Please login with linkedin to comment

Latest News

Ex-AFL Player Accuses The Project’s Waleed Aly Of Demonstrating “White Supremacy”
  • Media

Ex-AFL Player Accuses The Project’s Waleed Aly Of Demonstrating “White Supremacy”

A former AFL player has claimed he was a victim of “white supremacy” during an interview with The Project co-host and Gold Logie winner Waleed Aly. Heritier Lumumba – who was known as Harry O’Brien during his AFL career with the Collingwood Magpies – appeared in a pre-recorded interview with Aly for Ten’s flagship news […]

by B&T Magazine

B&T Magazine
TEG Announces Joint Venture With Chinese Ticketing Company
  • Marketing

TEG Announces Joint Venture With Chinese Ticketing Company

Australasian ticketing, live entertainment and data analytics company TEG has announced it has entered into a joint venture with Chinese counterpart YongLe. The joint venture will see TEG and YongLe launch a cloud-based ticketing and entertainment platform in China. The platform, expected to be launched in 2018, will be branded YunTek, which translates to ‘cloud […]

Streetfighter Media Launches Millennial Sampler Bag Offering For Brands
  • Marketing

Streetfighter Media Launches Millennial Sampler Bag Offering For Brands

Guerrilla marketing company Streetfighter Media has unveiled a new service designed for brands who want to engage Millennials straight after they attend a music gig.  Kicking Television is a white cotton tote bag, filled with products and goodies – and it’s given to Millennials for free. How does it work? The bags, with their unapologetic […]

Zenith Sydney MD Karen Halligan To Depart
  • Media

Zenith Sydney MD Karen Halligan To Depart

Zenith Sydney's Karen Halligan has pulled-up stumps, although that's not to infer bad light had anything to do with it.

by B&T Magazine

B&T Magazine
PR Agency Hotwire Rebrands
  • Marketing
  • Media

PR Agency Hotwire Rebrands

PR agency Hotwire has rebranded, yet sadly not to "Hot Cocks Who Rock Your Socks Off". Which would've been far cooler.

Challenger Agency VCCP Wins Creative Account For Torrens University Australia
  • Advertising

Challenger Agency VCCP Wins Creative Account For Torrens University Australia

After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018. Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as […]

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director
  • Advertising
  • Technology

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director

AI advertising company GumGum has announced the appointment of Sarah Baskerville as its sales director for Victoria. Baskerville joins GumGum from Ansible, where she spent two years as its Melbourne mobile director. Prior to joining Ansible, she was head of specialist sales and partnerships at News Corp Australia, and also held a number of sales […]

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion
  • Partner Content

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine
MKTG Signs Exclusive Commercial Partnership With PlayersVoice
  • Marketing
  • Media

MKTG Signs Exclusive Commercial Partnership With PlayersVoice

MKTG has announced it has signed an exclusive commercial partnership with newly-launched sports storytelling site PlayersVoice.com.au – an agreement that will see the agency move into a new territory of sports marketing. The partnership between MKTG and PlayersVoice will see the business managing brand partnership opportunities for the new platform; working with clients to deliver […]