Angelita V. Menchaca
When representing a company, you’re doing exactly that—giving it a face, a personality, and a personal image. As humans, we relate much better to this than say, the facade of a cold marble building. People are more willing to buy from individuals they personally work with than a faceless corporation--it’s simple human nature. But that individuality does not negate the fact that you still have a brand to convey, and if you’re not exploiting the opportunity, you’re missing a big part of your branding program.
Representing a company is an important assignment. Whether you’re a field salesperson or the President, when you meet with a client oftentimes you are the company to them. This places a big responsibility on the representative, but also gives the company being represented an incredible opportunity to brand their employees for success.
The point of branding is to make your company (or in this case the person representing your company) memorable and consistently reinforce your corporate image. Many businesses brand their individuals by having them wear uniforms. Clean, neatly pressed, and with brand mark conspicuously displayed, this is a perfectly legitimate solution for them, but perhaps not for everyone.
Other than uniforms, the options available are wide and varied. Don’t limit yourself to what everyone else does. Look over your branding strategy, pick out those qualities your company strives to portray and apply them to your employee’s dress. If your driving force is friendly professionals, have your employees wear distinctive ties, brightly colored sports coats, or polo shirts with your embroidered logo. If you want to be seen as a highly professional industry leader, maybe a subtle look would be more appropriate for your employees—have them wear unique shirt pins, or distinctively colored handkerchiefs in the breast pockets of their jackets. The point is to distinguish your employees as members of your particular organization. When a client or colleague recalls them to another, this should be one of the points they can use as a remembrance tool, “…you know, the guys who always wear green bow ties.”
It may seem like a small and inconsequential thing to spend time on, but personal branding can really leave a lasting impression on clients. And as any good sales and marketing professional knows, even though you may not be the best out there, simply standing out among the masses as a memorable option is often what lands you the sale.
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