PPB April 2020

D ressing employees in a sharp uniform that’s on-brand and specifically tailored to their position or role goes beyond strictly appearance. It provides a sense of homogeneity and sends the message that all employees are part of a team, representing the company and contributing to the collective brand experience. Uniforms can be used to convey a targeted message, elicit emotion, establish a sense of equality and communicate brand identity. In specific circumstances, uniforms are also used to signify authority—think police officers or security guards—aid with cleanliness and convey a sense of professionalism. On the consumer-facing side, uniforms help with brand awareness and even symbolize the brand. One of the most iconic, well-recognized uniforms in U.S. history are the service uniforms and dress blues worn by members of the U.S. Marine Corps— and it’s also the only U.S. military uniform to incorporate all three colors of the American flag. But there’s many other uniforms that may be just as recognizable to end users. UPS’s more than 125,000 drivers worldwide, for Un i f o rms by Danielle Renda The Timelessness of Uniforms Branded uniforms provide employees with a sense of unity, while serving to ensure brand awareness and recognition for end users—and their importance will never go out of style. 20 | APRIL 2020 | INNOVATE