Whatever industry you are in, it is likely that one of the goals of your business is to build the brand. Therefore, brand recognition is a core objective for most businesses today.
Uniforms can play a vital role in this; they serve many functions, but often the one that is least talked about is brand recognition. This is why businesses impose behavioural rules for staff when wearing their uniform whether they are in the workplace or not. Read on for more information.
Brand Perception or Brand Awareness: What is the Difference?
These terms have become interchangeable for many in the business world, and so the confusion around them is understandable. However, they are actually very different, and the metrics used to measure and strengthen each of these are not the same either.
Brand awareness at its core refers to the measure of how many people are familiar with a brand. In the simplest terms, it means how many people have heard of you? Brand awareness grows by getting your products or services out there for people to see. It can be broken down further to brand recognition and brand recall.
How many people see your logo or product and instantly attribute it to your company or brand? Brand recognition can play a part when it comes to consumers deciding what to buy and who from. Brand recall is far more elusive. It is all about trying to plant the seed in a customer’s mind when they think about the categories in which you have products.
Brand perception, however, is not the measure of how popular you are, how many people are familiar with your brand or how many people have heard of you. Instead, it is about the values that consumers associate with your brand. For example, do they think of quality, innovation, fun or even a scandal if your business has become embroiled in one?
Maximising Brand Awareness
If you were to think of successful British brands such as the AA, Tesco or B&Q, there are specific colours, logos and even slogans that come to mind. This is not achieved through marketing alone; it results from a strategic approach that they have taken regarding their branding and communication.
If you are looking to maximise brand awareness through uniforms, there are a few simple rules that you should follow. These rules help to maintain consistency throughout different departments and across all the staff, a lack of which can provide a negative impact.
Firstly, use colours, logos, and other brand assets consistently. Next, ensure that the uniform is designed with customer touchpoints in mind. Then, you also need to set out guidelines and a code of conduct on when and where your consumers should wear their uniforms and how they should behave when doing so.
Lastly, Showcase to consumers that your staff’s safety is a priority. Consumers who believe that you care for your staff believe that that care will extend to them and their needs.
This means providing them with workwear that looks after their safety. For example, Safety Boots is an online retailer that sells a huge variety of different protective wear for staff, from shoes to clothing to PPE, and they can help provide equipment for your staff’s needs.
Improving Brand Perception
If you take into account the bigger picture, there are a number of different aspects that can impact how customers perceive a brand. There are several companies that have suffered from a negative brand perception over the years.
This can happen because of product fault, human error, customer service or business ethics. These areas need constant supervision to ensure that they are right, or other attempts to help build the brand will be pointless.
If these other areas are already flourishing, then uniforms can play a role in the next step towards strengthening the brands’ image. Clothing can offer a powerful message on behalf of a brand, and it is unfortunately often overlooked in an increasingly digital world. It is no secret that face-to-face contact is diminishing, which only emphasises the importance of interactions in person.
Messaging via uniforms is an important business tool. However, after the message has been agreed upon, there are a few elements to consider before rolling it out.
Firstly, who is the audience? This can affect the format of the message and where it is displayed. Then you need to make sure that the message is in keeping with the brands’ image and furthers its goals. Lastly, consider the uniform itself, the quality, colours, materials, and style.
In Conclusion
When done well, a uniform can play a vital role in helping a brand reach its potential in terms of awareness and perception. From that, the importance of producing the uniform to a high standard and thoroughly considering the design beforehand should be obvious. Take some time and do some research as it works both ways; a poor uniform can damage a brand.
