Branding 101: It’s All About The Experience
There is a great deal of misperception surrounding the word “branding” today. Some confuse it with a company logo. Some believe it’s the sign out front, the name on the vehicle or business card, the ad in the paper, the top panel on the corporate website, or the clever tag line. And those things can be important. The larger truth is, you can check every one of those boxes, but your brand’s image or tone will still be more strongly shaped by the way your employees and facilities communicate your brand values on a daily basis. This is true no matter whether you’re a regional healthcare facility or senior living center, a nationally branded hotel, a neighborhood restaurant, an automotive supplier, or virtually any other enterprise you can name. For this reason, effective branding comes down to executing – that is, blocking and tackling – in the key areas where your brand interfaces with your customer.
Uniforms Set the Standard for Your Brand
The key element of branding is not a flashy color scheme or a clever logo. It’s consistency, and nothing delivers consistency quite like a well-managed uniform program. Consistent presentation is your customer’s assurance that the brand will deliver on the experience it promises, every time. A complete uniform or a less structured look, such as a company polo shirt and hat with a standard directive on pants, both communicate professionalism. Over time, that expectation of professionalism becomes a core part of the customer experience. Since uniformity is key, keep discrepancies to a minimum. Pants and shirts that are worn, frayed, or faded are off-brand. They send the message that your product or service tolerates variable standards. Using the same reasoning, make certain that uniform items are appropriately sized to the person wearing them. It may seem unfair, but when customers are judging your people, they’re actually judging you. Your uniform service company should help you guard against such violations of uniformity.
Linens and Mats Are Always on Display
When customers can photograph and share everything, your business is always on camera. Table linens and napkins, bed sheets, towels, and floor mats are no longer just functional items. They are part of the visual brand experience that gets captured and shared instantly across social media. Make sure table linens and napkins look serviceable and crisp, and that your table set-ups reflect the brand image you want to convey, whether traditional or forward-trending. The same rules apply in hospitality and healthcare. Bed linens, sheets, pillowcases, towels, and even branded or seasonal floor mats must be seen as opportunities to convey the consistency of a fully branded environment.
Every Corner of Your Facility Reflects Your Brand
No area of your business is truly private anymore. Restrooms, stockrooms, and back-of-house spaces can all find their way into a customer’s field of view and by extension, onto their phone. A good textile services partner can prove invaluable in helping you maintain brand standards in every corner of your facility. Conduct a regular review of these areas to make sure your branded experience delivers a message of professionalism wherever the public might see. Branded experiences are also multi-sensory endeavors. Your textile services company should be able to deliver all the janitorial and air quality products you need, including towel dispensers, industrial and executive soap dispensers, and room air fresheners, all fully functional and looking their best at all times. Of course, branding also extends to whatever promotional items you and your marketing team desire. But it doesn’t start there. The real magic of branding is in the textiles your customers interact with every single day, and making sure every one of them communicates a consistent, professional experience.
Let Miller’s Help You Build a Better Brand Experience
Miller’s Textile Services can help you put the right uniforms, linens, mats, and facility products in place to make sure every customer interaction reflects the professional, consistent experience your brand promises.
