How To Align Your Company Dress Code With Your Brand
(Article published in Issue 22 of the Australian Business Solutions magazine. February 2012.)
Author: Nicola Barnard
If so much time, effort and money go into developing a company brand, why does the expression of that brand often stop at the stationary and décor? Brand communication is holistic. So it is vital that the visual image of the people in the business form part of the message. Numerous studies reinforce the fact that human beings make a subconscious decision in the first few seconds of meeting someone whether to trust them. Clients will form an opinion of the business based on physiology, clothing and grooming, not just what is said. If a client is wearing a suit and they are greeted by your receptionist that is wearing thongs, will that reinforce or sabotage your business image? In the last ten years, most of the companies that have asked for my assistance, due to issues arising from inappropriate dress and grooming such as this, have not had a dress code policy. A dress code policy is not just a brand expression guide but also a risk management strategy. It is an insurance policy for the business brand. Proactive prevention is better and more economical in the long run than having to do reactive damage control.
Having the staff ‘embody’ the brand is extremely powerful. It reinforces the brand message, creates consistency of delivery and therefore increases trust. A relaxed social culture and political correctness are contributing factors to young people not knowing what is appropriate or why it is important. However, if a new employee accepts a position in a company with a clear dress code policy in place, they are consequently agreeing to abide by it, avoiding potential conflict. Some businesses get by without a dress code because of a strong leader who dresses well and is a role model for others. However, if the leader does not dress appropriately or does not feel they have the authority to enforce a dress code, they are failing their duty of care to the brand and the people they manage. When the economy is good, enforcing a dress code may seem unimportant, but as the economy and professional competition gets tough it becomes vital that something as simple as dress doesn’t sabotage the business brand.
The easiest way to manage presentation standards is to have a business uniform that is slightly modified for different roles. Achieving the required “look” then becomes easy for the individual to understand and any deviation can be managed. It takes the stress out of dressing. However, if a uniform does not suit the business expression then a very clear guideline of suitable levels of dress is required. The levels are “Formal Business”, “Business Smart Casual”, and “Smart Casual”. Anything less is for weekend, sport and casual social use. It is also advisable to include in the guide what is not appropriate, for greater clarity.
To align the brand and the dress code, the personality of the business brand and the target market need to be compared with the three levels of business dress to get the best fit.
“Formal Business” supports the message of competency, conservatism, professional, quality, wealth/stability, confidence. This level works best for large corporations, law, financial institutions, high-end real estate.
“Business Smart Casual” supports the message of professional, helpful, relatable, capable, knowledgeable, and trustworthy. This level can suit manufacturing centres, mid to lower economy real estate, small business, consultancies to the public, health, education and social needs industries.
“Smart Casual” can support the message of relaxed, creative, innovative, active, outdoorsy. This level can be used with care for Casual Fridays and for industry groups such as advertising, entertainment, sport, youth and community services, environmental management.
Within a business there may be a need for all three levels at certain times. This is fine as long as there is clear communication of what to wear and when. This will avoid any confusion and reinforce a positive business brand message.
