Make Your Brand Stand Out in a Competitive Market

Pamela Jabbour | Founder & CEO | Total Image Group

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 will start wearing the new uniform at all of McDonald’s 14,000 restaurants in the USA within a month of launch. 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 and 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.
2. 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.
3. 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.
4. The Devil is in the Detail: Ensure there is a company uniform policy outlining dress standards. Should the shirt be worn tucked in or out? What type and colour shoes are acceptable? What is the jewellery 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 steps 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.
Pamela Jabbour is the founder and CEO of Total Image Group, which designs, sources and manufactures leading edge, quality uniforms for companies across Australia. With offices in Sydney, Melbourne and China, they dress over 250,000 workers a day, with clients including 13CABS and the Australian Olympic Team and officials.
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