Have you noticed the new Telstra uniforms?

Have you noticed the new Telstra uniforms?

Well... staff at a store I visited recently had them and while the staff look great in their bright colours that reflected the advertisements we have been seeing for a while (I'll get to why this wasn't launched together later)... it is hard to ignore the plain coloured walls, the posters bluetacked to the wall and the worn carpet... not to mention the empty brackets where phones should be.

Naturally uniforms can be very useful for branding purposes... but you have to get the WHOLE package right and ensure EVERYTHING is on brand ... not just the uniforms.

I have a friend who works for a organisation who have just introduced uniforms... but that was all they did. The culture, the brand and the staff were exactly the same ... so... same brand, just dressed differently.

A uniform, like a logo change, will not make the brand different. All facets need to reflect the brand and work in unison ... including the service provided. It's no use having well dressed staff or a lovely store if the service is not on brand and vice versa.

The Telstra staff during my visit were the same as any other staff - no brighter and happier because of the colour of their uniforms ... but then maybe they weren't aware of why they are wearing them or that they are in important part of the bigger picture.