Every business aims to build a memorable brand. And branded uniforms play a critical role in achieving your objectives. Here’s why you need branded workwear to maximise brand awareness and improve brand perception.
Promoting your brand
Raising your brand profile isn’t just about a professional logo. Brand awareness and perception are two different measures of brand effectiveness with their own metrics. And you need both to raise the visibility of your brand and achieve long-term recognition.
Brand awareness is a way of measuring how many people have heard of you. Are your potential customers familiar with your brand? Are your products and services easily identifiable? And if people see your branding, for example, on branded uniforms, will they immediately identify your business?
As part of brand awareness, you need to enhance brand recognition and brand recall. When customers recognise your brand, they can decide to buy from you. But brand recall can be far more challenging because you’re trying to keep your products and services top of mind whenever your customer makes a relevant purchasing decision.
Brand perception, on the other hand, is all about the values customers associate with your products. Will buyers think your products are just the innovative solution they need? Or will they be switched off by negative associations such as poor customer service?
Maximise your brand awareness
Successful brands share a few key attributes: memorable logos, specific colours and well-known slogans. While you might not be at the brand awareness level of Lidl or Asda, you can use a similar strategic approach to your own branding.
The first rule when raising brand awareness with branded workwear uniforms is consistency. A confused or muddled approach can be counterproductive, giving a negative impression. So you need to use your logos, colours and other visual assets consistently across branded uniforms for every department. And ensure that workwear is chosen with customer touchpoints in mind.
Next, establish rules around when and where branded uniforms should be worn. Put together a code of conduct, so your employees have guidelines for appropriate behaviour when they’re wearing their branded workwear. For example, you might want your teams to wear branded polo shirts at team-building events.
Lastly, give a clear signal to customers that employee safety is a top priority. Equip your teams with branded uniforms that meet their needs. Each item should prioritise comfort and safety so your employees look good and feel safe at work. For example, as part of any branded uniform, you could provide a branded hi-vis jacket for outdoor work.
Improve brand perception
Negative brand perception can be a death blow for your business. But a smart and well-designed branded uniform can be a powerful weapon in strengthening positive perceptions of your business.
Branded workwear sends a strong brand message, although it’s easy to overlook in our digital world. But the right uniform can empower face-to-face communications, making it easy for customers to identify the person they need to speak to. Keep colours, logos and messaging consistent with your image and goals and you’ll build that all-important positive brand impression.
Branded uniforms from Sussex Clothing
Branded workwear is a proven way to improve your brand appeal. Please contact us today to find out how Sussex Clothing can help.