When you think about the value of first impressions, the business impact of branded apparel becomes clearer, and it is part of the reason that uniforms still matter. Uniforms are worn by people who are often on the front lines of your business’ interactions with consumers, and in this way, they become the face of your institution and a barometer for customer service. It could even be how the consumer will first come to associate your brand with your business.
By working with a professional printing company to design uniforms for your workforce, you are taking an important step towards brand recognition that, when done correctly, could lead to brand loyalty and increased employee morale.
Uniforms Are Key Tools for Brand Identity
In today’s world of e-commerce, people are constantly bombarded with thousands of digital messages, giving the messages they are exposed to in-person and in real time more staying power. In this way, your company’s branded uniforms become much like walking billboards.
The uniform can become a tool for consistent branding. Your clients will come to expect it when visiting your business and it can provide them with a sense of comfort through brand recall. They will reflect on their last experience with that uniform and relate it to the company itself. Good experiences build trust in the brand and company, which could have the ripple effect of brand loyalty.
The Psychology of Uniforms
There is an inherent psychological effect of uniforms on consumers, and it is one of professionalism and reliability. For decades, uniforms in the workspace have equated with customer service and helpfulness. This has a way of putting consumers at ease.
One of the primary functions of a uniform that never goes out of style is the way it signals the presence of a company employee ready to serve. This lets the public know who employees are and that a person wearing a company uniform can be approached. This is particularly critical in retail, hospitality, and service industry companies like:
- Restaurants
- Shops
- Hotels
- Hospitals
- Post Office
- Law Enforcement
- Firefighters
- Military
- Construction
- Service and Repair Industries
The Effect of Uniforms on Company Culture
Although a company uniform can be useful in building brand loyalty and trust with customers, it can be equally powerful within the company culture.
Uniforms create a basic standard. When employees put them on, they visibly become part of a team with others in uniform. This typically promotes a sense of unity within the workplace and may even be instrumental in boosting employee morale and pride when uniforms are both comfortable and well made.
Creating an atmosphere of teamwork with high employee morale may also be a primary factor in lowering employee turnover, which saves a company time and money. And it can all start with something as simple as a professionally branded uniform.
The Return on Investment of Uniforms as a Marketing Tool
If your employees are required to wear uniforms, they will be wearing them in the workplace. However, when employees are traveling to and from work, running a quick errand on the way home, or take a lunch break in their uniform, your brand is seen outside of the workplace. In this way, it becomes a form of cost-effective advertising.
Every time a uniform is worn, it is brand exposure for your company. This has a longer lasting impact of brand recognition than an ad that may only be seen once or twice. A uniform promotes your brand every single time it is worn.
It is worth noting that because a uniform is a marketing tool, it must be top quality. This ranges from the material it is made from to the quality of the screen printing or embroidery of the brand logo upon the uniform. For optimum impact, do not skimp on the quality of any part of your employees’ uniforms.
In addition, uniforms must be functional and compliant with workplace safety standards. For industries like healthcare and construction, uniforms must meet industry and OSHA requirements. This could include, but is not limited to, special features such as antimicrobial fabrics and hi-vis printing. As a matter of professionalism and safety, make sure your company’s uniforms are tailored for your employees’ specific work environment.
Why is it Important to Work with a Professional Printing Company for Uniforms?
As we have discussed, uniforms are a critical part of first impressions for a company, and a tool for marketing and brand recognition. Because uniforms play a vital role in how a consumer perceives a company, it is essential to work with a professional printing company for a well-made final product.
Some of the perks of working with a professional printing company who brands apparel include:
- Increased confidence in the process and outcome
- Higher level of quality in uniform materials and printing
- Design support to ensure the company brand is easily recognizable
- Multiple methods of branding (screen printing, embroidery, etc.)
- Color consistency with the Pantone Matching System
- Faster turnaround time
- Increased ability to seamlessly transfer your brand to items beyond uniforms
Comprehensively, these points are more than just advantages to working with a professional printing company. They can provide a one-stop shop for all your marketing needs without having to reinvent the wheel when establishing marketing tools that go beyond uniforms.
A Uniform Case Study
Let’s look at a real-life example of the impact of uniforms via a coffeehouse chain with multiple locations.
Originally, employees did not wear uniforms at the coffeehouse, which allowed for a somewhat inconsistent dress code. This meant employees were harder for customers to identify, which negatively impacted business at times.
The company eventually decided to require their employees to wear branded uniforms of t-shirts and aprons showcasing the company logo. After just a couple of months, the effect was profound.
- Customer satisfaction increased by almost twenty percent because they felt employees were more professionally dressed and easier to identify when they needed help.
- Employees said they felt more professional and more like a team when dressed the same.
- Even sales were impacted with a twelve percent increase, likely due to better employee and customer interactions now that employees were easier to identify.
Company branded apparel like uniforms still matter and are an important part of conveying trust to consumers and camaraderie among employees. So, outfit your team for success today by partnering with a reputable professional printing company.
