On a recent trip out of the country, I was struck by how each facility we entered was "guarded" by "security." I use the quotation marks only because these security personnel were armed only with a phone and a clipboard. I mean no disrespect to security professionals here, but what was really stopping anyone? Why did we all pay attention to what they said? Why did we automatically stop and sign their sheet...or tell them where we were going?
In a word...branding.
We stopped because their attire looked the part. They were dressed in what we deemed as "security" apparel. (It didn't hurt that they had a clipboard! Clipboards make everyone look official!). That appearance was all it took to make us (and everyone who came to the facility) take them seriously.
Consider that the next time you look to outfit your team! Think about the power of the right appearance. Do you want your brand to be conservative? Fun? Hip? Experts? Whatever you want your team to portray, you have the ability to shape when you purchase their "outfits."
Be sure you are sending the message you want your customer to receive!
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