There is more to branding in a market as competitive as today’s than logos and a well-designed website. Custom corporate apparel is a case in point; it is one of the most effective branding instruments, and yet it is frequently underappreciated.
From promotional wear to branded polos and uniforms, good apparel will put your best foot forward with clients, project an air of professionalism and do much to reinforce company culture. The question is, with the array of options on offer, how does one go about selecting what is right for the business? Here we examine the principal factors.
The Case for Corporate Apparel
It is not simply clothing; it is a way of putting your identity and values on display. Companies put money into custom apparel for any number of reasons:
Brand Visibility: In a sense, your employees are your advertisers and they do much to put the name out there.
Professionalism: A uniform lends a polished, consistent air that is key to winning over a client’s trust.
Team Unity: There is an inherent pride in wearing the same as one’s colleagues, not to mention the feeling of belonging it brings.
Customer Experience: Service runs more smoothly when a client can put a face to the staff.
1. Get clear on your purpose
Start by asking some questions before you make a selection. Are you after uniforms for every day or something to put out at an event? Is the objective marketing clout, comfort for the employee or to put on a professional front for the client? Will it be for internal or external use?
A law firm will have different requirements in terms of formality than a tech startup looking for a more casual brand image.
2. Let the apparel suit your brand
In the end, your apparel is part of your brand story. If you are a traditional business, classic styles are in order; if innovation is what you stand for, then modern fabrics and cuts are called for.
A few points to bear in mind:
Colour: Colour should be true to your palette. While a creative agency may want something bold and vibrant, you would not expect a healthcare firm to forgo the calming properties of blue.
Style: Then there is style. A formal shirt conveys a different message than a polo or a more fashionable jacket.
Logo: Be aware that a bold print has a different tone to understated embroidery.
3. Make comfort and function a priority
An employee will only put on apparel he is comfortable in, and satisfaction is paramount. If it is restrictive, all your branding is for naught. Look at the fabric cotton for its breathability, a polyester blend for durability or performance material for those with active jobs. Factor in the climate, too, with lightweight options for hot areas and layers for the cold. And choose machine-washable materials for ease of care and to see them last. Custom corporate apparel Fairfax ensure there is a fit for all body types.
4. Tailor to the job at hand
Practicality and brand consistency should be served by matching the apparel to the role. For those on the frontline, a branded shirt or polo is the way to go for easy identification. In the office, however, a smart casual approach with understated branding is usually called for.
At an event, staff will do the brand a favour in a t-shirt or jacket that stands out in a crowded room. You want field workers to have a uniform that is up to the task and safety compliant in demanding conditions, while still bearing your name. As for event staff, a jacket or t-shirt that is hard to miss in a crowded room will do the brand some good. High schools apparel such as high school spirit wear Fairfax VA is another example for brand consistency.
5. 5. Sustainability must not be ignored
Eco-consciousness is something the consumer of today respects. Opting for organic cotton or bamboo, recycled polyester and suppliers with fair labour practices will do your reputation no harm. It is also good for the bottom line in terms of longevity and less waste.
6. Work within your budget without compromise
One has to watch the budget, but being too frugal can backfire. It is better to invest in quality pieces, a fine shirt or jacket for instance.
You can always mix in some cost-effective promotional pieces. Ordering in bulk will bring the per-unit price down and while durable apparel has a higher initial cost, it is better value in the long run.
7. Be judicious with customization
This is what makes the apparel your own. Embroidery is the way to go for a logo if you want something durable and professional. For a large design on promotional wear, screen printing is economical; heat transfer is suitable for small runs and intricate graphics. Where you put the logo, be it on the back or the chest, will have an impact.
8. Have your team have a say
They are the ones who will be wearing it. Put out a survey on the style and fabric they favour, let them try on some samples and solicit their input. An employee who has been part of the process will be more inclined to wear his apparel with pride.
9. Extend it to others
Corporate apparel need not be confined to employees. A cap or tote bag makes for a fine client gift and shows some goodwill. At a trade show some giveaway business apparel Reston Va can put you in the spotlight, and a limited-edition piece can add to the excitement of a campaign.
10. Take the long view
For apparel to be effective over the years you need a strategy. Keep designs from one batch to the next so as not to have a mismatched look, manage your inventory of sizes and quantities and put in place good relations with your vendors for when reorders are needed.
Conclusion
What you put your people in says a great deal about your company’s professionalism and values. By being thoughtful about your brand, the needs of your staff and the practicalities of the business, you can have apparel that is as functional as it is appealing. Make a wise investment and the right apparel will see to it that your brand is visible and your workforce is united, wherever they may be.
