ROB SEALS | Part 2: Uniform is part of your brand identity and a lot of companies are not grasping this important rule!
Traditionally uniform’s have been used to stand out and convey a consistency in a group- and like Rob mentions, also having uniforms distinguishes who is who in a work space. He described The Hospital Club’s uniform as ‘matching the service’ provided.
A well made uniform is about extending an existing brand and putting customers in a frame of mind where they unconsciously interact with the employees in a suitable way. A good example is with doctors, policeman and nurses. Also staff that express their individuality leads to a authentic and pleasant service shown.
Rob’s first job at Springles at 16 years old, never gave the staff freedom to incorporate their personal style in their uniform. Despite the “fun”, the disconnect that the staff felt between the uniform and their own style made them feel silly- which essentially played a part on the service given.
As Rob points out, uniforms create identity and a good uniform can form part of a broader marketing and branding effort…