Creating an Image Through Dress

IT companies can sometimes get a bad rap for their image, often times being known for or labeled as geeky tech guys, or ultra computer geeks. The truth is that this image is changing. With the education, training, and adoption of managed services, companies found themselves dressing up to be seen as technology consultants rather than techs.

This “dressing up” had many IT companies wearing business suits and ties to set themselves apart from the everyday competing tech companies, and gained attention both good and bad with clients. The biggest issue with this was many felt it was too dressy, and potential or existing clients would find it uncomfortable, often labeling people with more terms like “insurance salesman.”

The fact is that there is a happy medium to be found that will suggest professionalism, comfort, style, branding, and confidence. The key is to focus and keep in mind each one of these areas when creating your company image.

Professionalism:

All employees that have customer-facing roles should represent your company in the most professional manner. Generally it is a good idea to provide a standardized dress for these employees. A long sleeve business shirt will cover any visible tattoos and provide a level of professionalism.

Comfort:

Ties may be too dressy, uncomfortable, and not practical for technical jobs unless it is tied into your branding and used for image; stay away from ties. Though many technical companies prefer polo shirts, which are comfortable the look is truly synonymous with the stereotypes; try to avoid polos if possible. Slacks are a perfect option for most companies but getting the wrong slacks will cause comfort issues. Look into breathable, moving slacks. Check out golf slacks they tend to be comfortable, have deep and multiple pockets, and are made for an active lifestyle.

Style:

Style is important; you must create a unique memorable style. You want people to know your unique look so your company is always represented. Do something that stands out; black shirts with red buttons or buttons that match your company colors is an idea. Use bold, seasonal colors. Just no bedazzle!

Branding:

Your company must always be represented and your logo and brand is the key to your image. Embroidered logos are far superior to screen printed logos and are well worth the added cost. Make sure to brand shirts with your logo. The standard is on the chest to the left. Play with sizes, designs, and placement; a bold move may be to place a tag line on the sleeve just below the shoulder on the left.

Confidence:

When your employees look good and they are complimented they will gain and represent confidence.

A dress policy is important to creating a standardized image and brand. Have fun with your style but keep it professional while still being memorable. Don’t be afraid to spend a little money on R&D until you get the right mix for the image you would like to portray.

Frank Gurnee
VP, Channel Services, ExchangeDefender
(877) 546-0316 x4777
frank@ownwebnow.com