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A recent study found that customers spent an average of 27 percent more when they purchased from uniformed employees versus when purchasing from salespeople who were not wearing uniforms.

This particular study involved 10 large cellphone-company retail stores. Five of the stores had uniformed sales staff; employees of the other five stores wore similar apparel but without company logos.

A similar study was conducted by a large national bank. Everyone in the organization, from tellers to the bank management, started wearing shirts with the company logo. They found that customer attitudes improved and sales increased during their test period.

Neither of these studies asked the employees how they felt about wearing branded attire. I wonder if the pride and sense of belonging that the employees experienced influenced the way they interacted with their customers. In other words, was it the employee or the customer who was positively influenced by the logo wear?

Perhaps the answer is irrelevant. The bottom line is the same: more sales. But what if your company isn’t well-suited for uniforms?

Try to brainstorm how your company could create a positive image by having your employees wear or use something that reinforces your brand.

The items that come to mind include hats, jackets, shirts and other apparel. But what about company coffee mugs on everyone’s desk and in the conference room for clients to use? Or a carpet in your lobby with your company’s logo?

Be creative. Logos don’t have to be worn to be part of your clients’ daily exposure to your organization and its brand.

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2009 Drew McLellan