WILMINGTON, Mass., Dec. 7 /PRNewswire-FirstCall/ -- A company's brand
and all the intangibles it represents -- such as the quality of its service
and products -- can boost a company's economic value by as much as 40
percent, according to an Ernst & Young study entitled "Measures That
"Given the significant financial contributions a brand can make to a
company's bottom line, it's critical for companies to regularly review
their branding efforts to ensure they are continuing to project their
intended business image," says Robert Isaacson, Director of Marketing for
UniFirst, a leading provider of uniforms and employee image programs
throughout North America. "And studies have shown one of the most critical
areas for company branding relates to the appearance of its employees. No
longer is a brand defined solely as a simple logo, but as a combination of
its logo, company color scheme, and tag line -- all of which coalesce and
come 'alive' when consistently packaged in the work apparel worn by its
A company's brand can gradually degrade, Isaacson says, as managers
focus on the daily demands of their business operations. "That's why
companies should make brand reviews an annual 'New Year's resolution.'"
When conducting branding reviews, Isaacson says a company should
examine how its logo, color scheme, tag line, and employees are all
presented to customers. All branding, he says, should be done consistently
and be reinforced through repetition. As an example, he points to Staples'
consistent use of their bright red company color, their recognizable
rectangular (red) logo, and their 'that was easy' tag line. "The bright red
shirt with distinctive red logo worn by the Staples' associates reinforces
their corporate color and brand identity. Additionally, Staples' red shirts
are functional, as they are easy to spot by customers in need of
assistance, which reinforces the company's 'easy' to shop message."
Given the significant economic value a managed uniform program can
produce, Isaacson says, "a branding review can be the single most important
exercise companies can conduct to ensure a joyous new business year."
UniFirst is a leading supplier of uniforms and work clothing to 200,000
business customers of all sizes and types throughout the U.S. and Canada.
The company also provides facility services cleanliness products, such as
restroom items and floor mats. For more information, contact UniFirst at
SOURCE UniFirst Corporation