Is Personal Branding Just About Image?

To some the answer is yes. To most of us in the world of personal branding absolutely not.

But, it was not until I worked with an image consultant (Amy Casson of Polished Image) that I realised how critical it really was - it can sometimes be the difference between success and failure. Between getting a job and still searching.

You know how great you feel when you are in your favourite suit or outfit (think about when you have an important meeting or interview you always reach for THE outfit) it can make the difference between sealing the deal and feleing so so about the meeting.

A recent article in the Globe & Mail reminded me how important it is to look (and feel) from your head to your toes - this Italian showmaker written about is a perfectionist and a master craftsman and the journalist could almost think he was not wearing shoes - and the shoes were initialled.

Now just how great would that make you feel?

Comments

[Dan Schawbel]

It's about the strengths and talents behind the image that can fulfill the needs of customers. The image might be what people see on the outside, but it's your know-how that can actually get the work done.

[Rob Cuesta]

Personal branding and personal image are often confused with each other, but as both Paul and Dan point out, they're not the same. Personal image has to be backed up with the ability to deliver, and both the image and the delivery are inseparable parts of a personal brand.

And I know *exactly* how good I feel in 'the' suit, 'the' shirt and 'the' handmade shoes - it's why we spend a little more on them. But, if you do have to go into a meeting without them, remember it's not the end of the world. You still have all your knowledge and skills and personal qualities - the shoes and suits are just a proxy.

[Scott Bruno]

Good point, as a line manager who has hired numerous staff associates, images have to be backed up with substance. I often have told people to invest in some solid career "do's and don'ts" that you will find in many "self help" books. I have recommended many, including materials from LTS Advisors (they also have a blog with free advice). Again, image neeeds to backed up with results.

[Amy Casson]

Image absolutely has to be backed up by substance (what we call in the business - "technical skills"). But unfortunately, research indicates that people make quick decisions on your technical skills (anywhere from 20 seconds to 2 minutes) based on the image you present. An effective image consultant will educate their clients how to match their technical skills to their image; defining their unique value propositions and then showcasing their talents through the four elements of design (scale, fit/silhouette, line, colour). Image is more than picking up a self-help book and following what the author has to say. It's about understanding who you are, how you are being perceived by others and then making the necessary changes to your appearance, behaviour and communication to support your unique self.

[Paul Copcutt]

Thanks Amy for noticing the post and adding your toonies worth! Dan, Rob & Scott certainly make good points about there needing to be substance, but I found after changing my image that it significantly heightened peoples awareness and reaction - even those that saw me regularly - it really was quite surprising and therefore is a key part of one's personal brand and cannot afford to be ignored.

[Sandy Dumont]

Branding for People (TM) is my speciality as an image consultant with 30 years experience. Just as with a product, a person has to be special or unique in some way. Famous brands are not always the best, but the public always think of them as special. No matter what product or service we are looking for, we want a person who looks like he or she knows how to make our dream come true. That's why I tell my clients I create "dream come true images." One part of looking special is looking polished and classy. Looking trendy is not nearly as important. The way you look and dress announces the outcome other people can expect from you. If you don't look special in some way, you won't signal that you can make their dreams come true.