Imagine These Scenarios…
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Baseball Game: You attend a major league baseball game, and as the home team players take the field, you notice some are wearing sweatshirts, cutoffs, t-shirts, and even tennis shoes. How would that make you feel about the professionalism of the team?
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UPS Driver: Your UPS delivery driver shows up wearing a bright yellow t-shirt with the words “Don’t Panic, It’s Organic” in green and a sketch of a marijuana leaf on it. How would you react to this?
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Policeman: A policeman pulls you over for speeding, but he’s dressed in a sweat suit that says “Party on Dudes” with an orange and white polka dot bandanna. Would this make you feel confident in his ability to enforce the law?
In each of these situations, the individuals’ appearances do not reflect the professionalism you’d expect from their respective organizations. Shockingly, scenarios like these are happening in companies every day.
The Price of a Casual Dress Code
Many companies, particularly those with a relaxed or inconsistent dress code, risk creating a distorted perception by clients. This could directly affect their brand image, trustworthiness, and ability to attract and retain customers.
As you begin your workday, consider this: How do your employees look when they head out to service clients? Does their appearance create a professional image that conveys preparedness and quality service? Does it make you proud, or do you worry about how it might affect the client’s perception?
The Importance of Uniforms
I recall an experience from my college days when I attended umpire school to become a certified softball umpire. Dave Artley, the chief facilitator, told us that 50% of being a credible umpire was simply wearing the proper uniform: a cap, a medium blue shirt, and dark blue pants. This uniform immediately established my credibility as an expert, even though I was still learning the ropes.
Roger Ailes, in his book You Are the Message, emphasizes that the impression your clients form about your company is based on what they see and hear. If you and your team are dressed sloppily or inconsistently, it will leave a lasting negative impression.
The Risks of Casual Dress
The saying “Casual dress leads to casualties” rings true in many businesses. A casual dress code may lead to a less-than-professional image, which can affect your brand perception and the way clients interact with your company.
How Uniforms Make a Difference
According to Cintas, a uniform company, uniforms can boost your brand image in two key ways:
- Conveys Quality: A uniform communicates to your clients that your company is organized and professional.
- Identifies the Right People: It lets customers know they are interacting with the right person from your company.
Creating a Competitive Advantage with Uniforms
By adopting a professional dress code and uniform system, your company can stand out from competitors. Uniforms are versatile—they can range from casual to formal—but they should always look polished and intentional.
Example of Uniform Ideas
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Landscaping Company: A well-designed t-shirt with your company logo, employee’s name, and website on the back paired with black pants and dark-colored work shoes.
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More Formal Option: Color-coordinated golf shirts and pants with a matching company logo on a baseball cap.
When choosing uniforms, employee buy-in is crucial. Ask for feedback on style and comfort to ensure your team is willing to wear them consistently. A uniform that is both comfortable and practical will promote adherence to the dress code.
Benefits of Wearing Uniforms
Uniforms offer several advantages, including:
- Easy identification for clients.
- A professional image that conveys organization and accountability.
- Safety benefits—bright uniforms improve visibility on the job.
- Differentiation from competitors, making your brand stand out.
- Team unity—uniforms show that employees are part of the same team.
- Increased pride and responsibility—employees feel valued and accountable.
- Perceived added value—a professional appearance can allow you to charge higher prices for your services.
The Bottom Line
To increase client attraction and retention, assess the uniforms your employees wear. If your uniform system doesn’t rate highly on a scale of 1 to 10 (with 10 being ideal), it may be time to make adjustments.
By investing in the right uniforms, you’ll not only improve the perception of your company but also boost morale and customer satisfaction. Your clients will appreciate it, and so will your employees.
Tom Borg is the founder and president of Tom Borg Consulting, LLC. Since 1996, he has worked with CEOs, presidents, and their leadership teams in over 450 companies and organizations. Through his consulting, mentoring, coaching, workshops, and assessment instruments, he works with his clients at the intersection of leadership, communication, and culture assisting them to build a culture of engagement and teamwork. You can call or text him at his cell phone: (734) 812-0526 or email him at tom@tomborg.com. Visit his website at www.tomborgconsulting.com. ©All rights reserved.
