Thursday, April 8, 2010

Your Dress Code: Part of your branding initiative

According to David Acker, author of Building Strong Brands, “A brand is a set of associations that provides a distinct image and the basis for a loyal relationship.” Certainly the appearance of those employees your customers and clients come into contact with has an enormous impact on that image.

In many cases, employees have little idea what to wear to project the appropriate image. In a study conducted by Marketing Professor Dennis Tootelian of California State University, Sacramento, 68% of the participants said they are uncertain about the differences among business attire, business causal and casual. And, 62% said they had felt inappropriately dressed at a business or a social function.

And, according to Robert M. Howie, Chair of the Labor and Employment Law practice group at Riddell Williams P.S., “Hostile workplace claims often start as a failure to enforce a professional dress code. [And, we must] ensure that dress codes are enforced consistently to avoid disparate treatment claims.”

Your challenge seems clear. Make sure you have a professional dress code in place; one that reflects your corporate brand and the image you want to project. And, be sure you enforce it consistently.

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