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Annual branding resolutions are critical - UniFirst

Dec '06
A company's brand and all the intangibles it represents such as the quality of its service and products can boost a company's economic value by as much as 40 percent, according to an Ernst & Young study entitled "Measures That Matter."

"Given the significant financial contributions a brand can make to a company's bottom line, it's critical for companies to regularly review their branding efforts to ensure they are continuing to project their intended business image," says Robert Isaacson, Director of Marketing for UniFirst, a leading provider of uniforms and employee image programs throughout North America.

"And studies have shown one of the most critical areas for company branding relates to the appearance of its employees. No longer is a brand defined solely as a simple logo, but as a combination of its logo, company color scheme, and tag line -- all of which coalesce and come 'alive' when consistently packaged in the work apparel worn by its employees."

A company's brand can gradually degrade, Isaacson says, as managers focus on the daily demands of their business operations. "That's why companies should make brand reviews an annual 'New Year's resolution.'"

When conducting branding reviews, Isaacson says a company should examine how its logo, color scheme, tag line, and employees are all presented to customers. All branding, he says, should be done consistently and be reinforced through repetition.

As an example, he points toStaples' consistent use of their bright red company color, their recognizable rectangular (red) logo, and their 'that was easy' tag line.

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