Consumers may themselves form more abstract impressions of a firm's employees, especially in a services setting. One major public utility company was described by customers as "male, 35-40 years old, middle class, married with children, wearing a flannel shirt and khaki pants, who would be reliable, competent, professional, intelligent, honest, ethical, and business-oriented." On the downside, these same customers also described the utility as "distant, impersonal, and self-focused," suggesting an important area for improvement in its corporate brand image.