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CEOWorld Magazine

CEO World October 2020

As the reality of the major changes 2020 has brought has well and truly sunk in, it is time to shift our attention back to our team, brand, and company cohesiveness. It is important we spend some time thinking about how our messaging and culture is being perceived by the outside world, even in times like now.

Our teams have likely not been in the same office or room for months and Zoom for many has become the new workplace. What are your team wearing when representing your brand? How are they being viewed during internal video meetings or strategic marketing and sales meetings? Even more importantly what are they wearing when meeting clients or potential clients via video call?

It has never been more important to ensure consistency and cohesiveness as a company regardless of whether head office has now become a Zoom meeting room or not. It is now more important than ever that your team looks and feels united, confident and in charge.

Nearly every aspect of our jobs – from the daily meetings, the tools we use and the clothes we wear – has an impact on our level of engagement. Uniforms are a key piece of the engagement puzzle reminding members that they are part of a team. It reinforces what the team represents, and uniforms also play a major role in determining each individual employee’s sense of pride and satisfaction in their work.

Uniforms are worn across multiple industries, from retail uniforms that help customers identify staff members to medical uniforms designed to be practical and hygienic. Corporate uniforms can serve different purposes in different situations, but there are some common benefits shared by all:

  1. Team uniforms promote your brand – If your corporate clothing features your brand logo, or even your brand colours, you’re building recognition every time someone sees an employee wearing it and in a video call it stands out even more! Consider it free advertising and something that can reinforce your brand plan and objectives in the work environment. Thousands of dollars are spent each year on marketing and branding in stores trying to communicate messaging. Uniforms are an economical dual service marketing function that benefits and motivates your employees as well as tell your brand story to all that encounter someone wearing it.
  2. Team uniforms promote equality – Uniforms are a great equaliser. Your staff may occupy different levels in the chain of command, but when they are all dressed in the same uniform, there is a greater sense of team spirit.  Particularly through these times where they are not as exposed to the brand DNA and are likely to feel a little removed from your business, a uniform provides a level of comfort and structure.
  3. Team uniforms promote loyalty – When your employees associate themselves with your brand, they are more likely to feel positively about it. When they wear your uniform or branded accessories, they become brand ambassadors. A company uniform defines what you are about as a business and ensures that your team is on the same page.  Team members will wake up each day and be reminded when getting dressed who they work for and what that represents. A good uniform will ensure employees are excited and motivated to get dressed, creating a feeling of team spirit and sense of belonging when it is easy to feel isolated and alone in today’s times.
  4. Team uniforms BOOST performance and sales – In business, effective branding can make you appear more approachable, professional, and confident, and can often make or break sales opportunities. Winning business is tougher today than ever before and the company that takes the time to ensure their staff uniform represents the best version of their brand, culture and purpose are more likely to get ahead in sales and performance and be market leaders in their field. If done correctly, a uniform will ensure your team look, feel, and act the part and will ensure clients are confident, comfortable, and proud to be associated with your brand.

There is without doubt a correlation between performance and dress.  A lazy outfit equals lazy output equals lazy impression. Staff who take pride in their dress sense take pride in their work. An outfit can speak a thousand words and when repeated correctly by each employee, the message to clients and the public is priceless.

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