The non-profit world has long recognized the power of using clothing with the non-profit logo as a way to encourage donations and create feelings of attachment. Fund-raising expert Mal Warwick makes a relevant point that translates easily to corporate culture. People are more willing to do what is asked of them, if they have the opportunity to “belong.”
How Can Corporate Clothing Increase Togetherness?
The use of uniforms has a long history. Even in the corporate world, there has long been a minimum standard of dress. Where business suits offer some chance of minimal deviation, however, logo clothing definitely harkens back to the uniformity and togetherness of military uniforms, which carry a couple of benefits that directly relate to why logo clothing works so well in the world of non-profits.
People like to belong. They take visual cues from the environment and are less likely to engage one another in a hostile manner or trample one another’s duties, if all are wearing the corporate logo. The power of subconsciously recognized cues should not be denied. Those wearing the logo are part of the team, and those without it are outsiders, potential clients or competitors.
Another primary benefit accrues to the service industry. Technicians on a job-site are the face of the company. Neighbors see them and talk to each other about the quality of service and friendliness of workers. Having the company logo appear on every worker’s clothing insures that the company will reap the rewards of recognition for offering a great service.
What are the Drawbacks to Company Clothing?
The non-profit world has always known of the potential drawback in offering logo clothing to donors. Donors know that clothing had to come from somewhere, and some may not appreciate their donations to feed starving children being used to buy shirt with logos. The use of logo clothing has other critiques when applied to employees in both the non-profit and corporate worlds.
Businesses adopting logo clothing will often make it a mandatory part of a dress code. This can have the effect of lowering morale among those employees most valued for their creative problem solving. Employees in positions demanding their individuality may feel stifled by a mandatory dress code involving wearing what appears to be the same shirt every day. If the corporate logo is not mandatory, this creates a situation of peer pressure that can be equally damaging to morale. It is important to weigh the possible benefits of logo clothing against the needs of the workplace, in order to make the best decision.