As a society, we have been in uniforms since the dawn of time, whether it is a head-to-toe outfit or even a pin that unifies us together. In 2020, uniforms are becoming even more imaginative, but the reason we wear them remains the same after all this time and we owe these uniforms credit for the impact they can have. If you are considering adding some flair to your lacklustre uniforms, or are unsure whether to commit to one at all, let’s find out why uniforms are so impactful and what they say about your business or brand.
Brand impact
Customers and consumers, whether they realise it or not, are always forming opinions about your brand. How you communicate and present your brand experience to the world can often decide whether you have a conversion or a brand advocate. So, embroidered workwear and a clear brand presentation will go a long way in sealing that fate. An advantage of owning a franchise business is that often, these things will be laid on for you, which will help you focus on just what’s in front of you. Customers will make an assumption that the level of detail shown to you uniform will be applied to the product or service, and that a reliable and unified team is working to deliver such a positive experience. That same assumption can be negatively applied if you do not have a unified presentation, so don’t risk losing brand equity by failing to dress your workers in a brand-aligned uniform.
Continuity and approachability
Beyond the aesthetics, uniforms actually serve a very functional purpose and one that makes the shopping or service experience a lot clearer to the end-user. It’s not realistic to get to know the faces of all the workers in your favourite store or spa, and uniforms can provide an approachable identity to these workers so that they are adding value and assisting customers and consumers where possible. It also provides great continuity if employees leave or go on extended breaks, with their replacement showing up in their place and wearing the same uniform as those trusted providers they have come to rely on.
Cleanliness and process
Uniforms can often give the impression of an almost clinical precision, where the wearer is complying with a professional level of cleanliness and conduct. It can be disconcerting to have your leg ham sliced by someone who is in last night’s outfit, although a branded polo that has been pressed will give the market much more confidence in you and your business and how you handle cleanliness procedures. Depending on the nature of your business, your insurance and health code may actually dictate that your employees have to wear a certain type of uniform so that they can guarantee safety and cleanliness. Try to understand what your uniform requirements are and put your own branded twist on these requirements for a seamless presentation.
Chain of order
In larger multi-faceted businesses, a uniform can dictate the role and responsibility of a worker, and where that position fits in with the rest of the business. A hardware store or an airport are the perfect examples of such an environment, communicating to the customers who can help with general enquiries and who can provide clarity on more complex issues. If you would characterise your business as either disorganised or lacking structure, bringing some differentiation to your uniforms might be the impact that your customers and your workers can understand and respect.
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Uniforms always bring something to the table, and they play a significant role in our the community views your business and worker therein. If you haven’t given much love or strategy to the uniforms you currently have, consider a refresh and understand how your uniforms can do more than just dress your team, but empower them.