Annual Branding Resolutions Are Critical

Dec 07, 2006, 00:00 ET from UniFirst Corporation

    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
 (800) 225-3364.

SOURCE UniFirst Corporation