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Brand Marketing at Work: Best Practices for Increasing Brand Consistency

Updated: Jun 1, 2023

How Kim Kardashian Sets an Example for Creating a Strong Brand Image

As big fans of brand consistency, we found this article about Kim Kardashian’s company, SKIMS, interesting as it discusses important qualities of brand consistency. While most companies generally focus their brand consistency on marketing pieces, Kardashian reminds us how important it is to remember that every touchpoint that you have with your key stakeholders (customers, partners, employees, etc.) is an opportunity to strengthen your brand.

At SKIMS, Kardashian requires her employees to follow a dress code. Though her employees are not bound to one particular uniform, they are required to follow a color palette that compliments the brand. True to SKIMS, the color palette that employees create outfits around is neutral, allowing for gray, heather gray, black, navy, white, cream, and khaki.

Kardashian’s brand is successful for a number of reasons, but as marketers, we know that that the appearance of her employees plays a role in SKIMS brand consistency. When employees are dressed in a way that is consistent with a company’s brand image, it sends a message to customers that the company is professional and cohesive. Likewise, maintaining brand consistency in the workplace helps establish trust and credibility with a brand’s customers and clients.

Brand Consistency at Work Helps Frame Company Culture and Employee Personalities

Of course, uniforms are a common way to ensure brand consistency in the workplace. Whether your uniform is based on a color palette, requires formal attire, or consists of shirts with a company’s logo, uniforms can help to create a sense of unity and professionalism among your employees (in a manner that embraces their individuality).

Uniforms also make it easy for customers to identify your employees, which can be especially helpful in large or busy environments. Whether your company has a B2B or B2C business model, you may find that, in addition to uniforms, there are other ways to incorporate your brand into your employees' appearance. For example, you could offer branded clothing or accessories such as hats, bags, lanyards, or jackets for employees to wear on the job. This can help to create a cohesive look and make it easy for your customers to recognize your team members.

Another important aspect of brand consistency in the workplace is the materials and equipment that your employees use. This includes things like business cards, promotional materials, and company vehicles. When these items are branded with your company's logo and colors, it helps to create a professional and cohesive image. Using branded materials and equipment also has practical benefits. For example, branded company vehicles can help customers to easily identify team members when they are out in the field, and promotional materials with a company's logo and contact information can help to spread the word about your business. Remember, research has found that companies with strong, consistent brand images have a higher market value and are more likely to attract and retain customers.

The EWISE team produced this vehicle wrap for one of our clients, Boarding Pass Coffee. Talk about brand consistency at its finest!

Employee Handbooks and Brand Style Guides Build Brand Ambassadors

In addition to the visible elements of brand consistency in the workplace, such as uniforms and branded materials, it's also important to ensure that your brand is consistently represented in the way that your employees communicate and interact with customers. One way to do this is through employee handbooks and brand style guides. Employee handbooks and brand style guides provide clear guidelines and best practices for how employees should represent the company and its brand. This can include things like the tone and language that employees should use when interacting with customers, as well as the proper way to handle complaints or issues.

With clear guidelines to follow, employees can present your brand in a more consistent and professional manner. These tools can also help to reduce confusion and ensure that all employees are aligned in their efforts to represent the company in the best possible way. By taking the time to define and communicate these guidelines to your employees, you can help to ensure that your brand is consistently represented across all touchpoints.

Brand Consistency Attracts and Retains Customers

Research by Oberlo found that companies with consistent branding experience a 33% increase in revenue growth. Without a doubt brand consistency in the workplace is essential for any business that wants to create a professional and cohesive image that will help them grow. Whether it's through uniforms, branded materials and equipment, or the overall customer experience, there are many ways to ensure that your brand is consistently represented in the workplace. By making brand consistency a priority, you can help to build trust and credibility with your customers and create a positive work environment for your employees.

Want to increase your company’s brand consistency? Need help creating branded materials or a brand style guide? We’re here to help! Check out our branding services to find out how our experienced team of Alpharetta marketing professionals can help you build your brand.


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