It's early in the morning. You are ready for another day at work. You reach in your closet, grab some clothes and get dressed. You arrive at work, and suddenly, you feel the “power of the uniform!”

Sounds far-fetched, doesn't it? Well, consider this.

Customers rely on common clues when evaluating a company with which to do business. They want to know if the company is reliable, that the company's personnel are properly trained to do the job right, and that a quality service will be provided at a competitive price. In today's environment there are plenty of choices for consumers, and any competitive edge can differentiate your company from the rest.

Research has revealed that uniforms play a key role in conveying image, professionalism and employee identification. They create customer confidence and trust, and enhance your company's image. Studies show that 70 percent of the public believes uniforms make your employees look neater and more professional, while 60 percent feels uniforms make workers appear to be better trained and proud of their company.

If you are convinced of the power of the uniform, you need to decide whether to rent or purchase. Generally, if you purchase, your employees handle garment repairs and the laundering. Since people may care for their clothes differently, keep in mind that your image will be dependent on how well your employees care for their clothes.

If this is a concern, renting may be your best bet in handling your uniform needs. It's convenient, which provides an additional benefit to the employee. A rental company usually handles the laundering and repairs, with little or no up-front investment necessary. A good uniform supplier will advise you on the best fabric and style based on your needs, and routinely inspect every garment to ensure the garments look great at all times, and provide a consistent service.

There are a number of services associated with keeping your staff professionally dressed. If you're searching for a uniform service, you may want to ask each company you're considering if it will:

• Measure each employee and provide a set of uniforms specifically for that employee
• Consult with you about the fabric, color, style and uniform type that is best suited for your work environment
• Attach your company name or logo to the shirts
• Professionally clean, and provide weekly pickup and delivery.

When selecting a uniform supplier, consider these important questions to ask:

1. Does the supplier manufacture the uniforms?
A uniform vendor that manufactures has advantages. Clothes consistently fit because identical patterns are used. Also, a wider range of sizes and colors can be offered. There is a chance that vendors that source garments from third-party suppliers have stock shortages, which could impact service.

2. Does the supplier track its inventory?
Inventory control is very important, and is the No. 1 concern of businesses with uniform programs. Proper inventory control eliminates unexpected uniform shortages, and helps to control cost. An employee out of uniform can negatively impact your company's image.

3. Does the supplier make it easy to quit service due to poor service?
Prior to signing any agreement, make sure you agree and understand the policy of how to discontinue service. While many uniform vendors require a multiyear service agreement, some make it difficult to cancel - even if you are experiencing service problems. A fair contract allows you to walk away from inferior service without cost or penalty, while it also allows the vendor to recoup associated costs of the program.

4. Does the supplier proactively repair and replace the garments?
Most suppliers will provide new garments from the start; the important part is how they maintain them. A vendor should inspect each individual uniform, without relying on the customer to point out product defects. Garment replacement is critical to ensure a proper company image.

Finally, when selecting a uniform vendor, choose one with an excellent reputation. The lowest price offered does not guarantee that you'll receive the best service.

Your uniformed employees are walking billboards of your company. They advertise wherever they go, and create a positive image of your business. It's an effective marketing tool, and reinforces your message of reliability, dependability and quality service.

Feel the power?

Dan Ebel is the national marketing manager for Cintas Corp. Cintas is an associate member and benefit provider of the Automotive Service Association.

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