Uniform Appearance

The Importance of Uniforms in Branding and Building Equity

According to the Ernst & Young study, "Measures that Matter," a company's brand and other such intangibles can add as much as 40 percent in company value. Because brand equity represents such a large proportion of value, a managed uniform program has the potential to contribute greatly to brand equity and the overall value of the company. Robert Issacson, UniFirst's Director of Marketing, states:

"Given the significant financial contributions a brand can make to a company's bottom line, it's critical for companies to regularly review their branding efforts to ensure they are continuing to project their intended business image. Studies have shown one of the most critical areas for company branding relates to the appearance of its employees. No longer is a brand defined solely as a simple logo,but as a combination of its logo, company color scheme, and tag line - all of which coalesce and come 'alive' when consistently packaged in the work apparel worn by its employees."

Uniforms serve an important purpose as part of a branding strategy by helping those who serve as a first point of contact with customers or clients to create a favorable impression. According to Kristy Weinberg, consultant with The Barfly Group:

"Uniforms are a huge component of the branding campaign and they are often the guest's first impression of a restaurant and reinforce the overall brand. If a restaurant's uniform is in line with the concept's theme then the message is clear - if the restaurant serves 50% steaks but garbs their staff in T-shirts this sends a confusing message. Uniforms give guests a visual on what they can expect from a particular concept."

Companies in the meeting and event planning industry should recognize the need for and importance of uniforms then leverage them to their advantage for both security and brand building. Uniforms benefit both the corporate meeting management side as well as the client side in the event planning industry. At an actual event, uniforms can distinguish various groups and increase service quality for participants. Uniforms function as cues to identify those best able to address concerns or issues. In corporate event planning or corporate meeting planning outside vendors have the potential to play a significant role, which increases the importance of uniforms. Managed uniform programs are more likely to provide the needed security to prevent impostors and other security risks

Uniforms work well as part of a branding campaign because they reinforce messages. Uniforms provide visible signals that customers can interpret to determine who to ask for help or with questions. According to a J.D. Powers and Associates study for Uniform and Textile Service Association ("UTSA") 83% of consumers feel that uniforms identify employees who can help them. Following these guidelines will optimize a brand-enhancing uniform plan:

Use a clear, easily recognizable emblem or name and integrate it into uniforms to develop brand recognition and professionalism.
Design a uniform that considers employees’ needs, safety, and security to bolster your reputation as an employer.
Secure the uniforms themselves with third party providers. These providers help employers track and manage uniforms.
Discuss uniform practices and policies with vendor partners. The UTSA study found that 87 percent of business owners want personnel from vendors and suppliers to be in uniform to help confirm their identities.