It takes just 10 seconds to make a first impression, and there are no second chances.
If you brand yourself properly, your clients will remember you and your business.
The meetings industry is all about face-to-face communication. Face-to-face meetings build trust and relationships and provide the human connection that powers business. The first impression you make in your face-to-face meetings can be the difference between winning your desired contract or failing before you have even started.
Malcolm Levene, of Malcolmlevene.com has been a personal branding coach for 20 years and has worked with clients including Tony Blair, Alastair Campbell, Michael Marks CBE, Michael Gove MP
and notable individuals from the world of business, politics and entertainment.
He told CN: “In effect, we have two brands. We have an Inner Brand, which includes our attitude, values, behaviours, self-esteem and level of confidence and we have an Outer Brand. Our Outer Brand, represents appearance, body language, verbal articulation and demeanour. When our Inner and Outer Brands are congruent, our Personal Brand conveys authenticity.
“When someone has an authentic Personal Brand, what we experience is their confidence and sense of purpose. They have little or no self-consciousness and they seem to be comfortable in
their own skin. They have developed and honed their Personal Brand so that it expresses itself as something unique to them.
“This Inside-Out approach to Personal Branding is the most effective way to create and develop a Personal Brand that’s both compelling and sustainable.”
Levene said the benefits of having an Outer Brand that represents who you are on the inside can be “life-changing”. And one of the reasons for this is because once you acknowledge who you really are on the inside, and learn how to express it on the outside, you become more of yourself.
“If you think about people who have a strong, compelling, authentic Personal Brand, each will have a characteristic that you have, or would like to have. They might have great people-skills, an ability to listen, or perhaps be charismatic,” he said.
“Their physical looks and what they’re wearing take a back seat. That’s why it’s so important to spend time on enhancing and continuing to improve your Inner Brand as it is the most effective way to develop your Outer Brand,” added Levene.
“Personal branding is more than fashion,” according to the Barbican’s Head of Sales – Business and Events, Samme Allen. “But I think that it is really important to wear clothes that you are comfortable in. If you are presenting, speaking or even networking, your personality needs to come out and will only do so if you are not in pain with high heels that you haven’t worn before, a suit that doesn’t fit or a top that is too tight!
“If I am working on some creative projects in the venue or administration, I tend to wear jeans, top and a blazer. If clients are coming in then I am representing the venue so it is a suit dress and jacket every time.
“The golden rule for women, is always having a flat pair of shoes in your bag and shop around for the most comfortable shoes for tradeshows.
“Do some style research beforehand! If I am going to a client that is media/creative based, I might dress with more colour and flair, while with a corporate client, I will feel more comfortable in
my suit dress. It goes with how you want to feel and what you want to achieve in that meeting and dressing according to that objective.”
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Davies Tanner’s Senior Account Executive Becca White:
“Public Relations is all about image presentation and reputation management. The two are often linked, a person’s image will impact on their reputation and others perceptions of them, both as
a person and as a business leader.
“It is important for PRs to underline to clients that they are a direct representation of their organisation. What a person wears and how they wear it can clearly convey not only their personality, but also their professionalism, seniority and sympathy with a crisis situation.
“Clothing is undoubtedly the most effective and positive tool available in terms of reflecting the values of a business and the character of an individual.
“As a PR professional, the first step is to understand the ethos of a business and how it wants to be conveyed in the press and to prospective customers. We do this all the time with our tone of voice,
but employees’ image is just as important. For example, one of the coolest brands to date, Facebook, is very much in sync with its customers by having its CEO an advocate of the jeans and hoody uniform. Similarly, a hotel might want to convey its innovation and creativity through bright colours, a ban on suits or heels,” for example.
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Ian Irving, Founder, The Tailor of Shoreditch:
“Men should always wear socks, the brighter the better, always wear clean shoes and never wear shorts to a client meeting. They should never, ever try to mix a pair Adidas gazelle trainers with
a shirt and blazer and never, ever wear a hat that is tipped at a jaunty angle in an effort to make yourself look cool and confident. Never try too hard and always wear the appropriate attire to meetings with clients. Clothes do not maketh the man but they do make an impression.
“It’s important to make sure that your look is befitting of the brand you are seeing and the position of those you are meeting. Blue is always a safe bet colourwise, but do try to stay in the memory with a splash of colour.
“If you feel that you need to position yourself with a personal brand, your brand identity should be based upon your DNA, your skills, experiences and your beliefs and your approach.
You should stay true to yourself because people will see through any façade. Make sure your brand is a true reflection of you and what makes you you. Be dignified and don’t try to be cool. Be aware of how others will perceive you. Be yourself, remember that people are your equals, practise good hygiene and try to use humour to break down barriers.
“If you put yourself in front of the media and the public with the view that you want to be seen and heard, then it is very important that you make sure that you are on brand and on message? always.”
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Rachel Cordier, Conference Centre Manager, Wellcome Collection:
“As I’m getting dressed I certainly think about who I’ll be meeting and what their expectations of my organisation are, and how I want my position in the organisation to be reflected by how I present myself. This could be that I wear a proper suit, but sometimes a more colourful dress is appropriate. I always wear court shoes at work and am never seen without mascara regardless of the circumstance, but quite happy to not wear earrings!
“Colours aren’t generally too important, but certainly a flash of colour can help make you memorable in a sea of grey suits when looking to impress, but possibly not appropriate for a court appearance!
“I was once told to dress for the job you want, not the job you have. If you have a snappily dressed boss and you’re looking for a promotion, going right back to looking like the cool kids in the school ground, you have to dress and look like you already do the job, and this includes how you carry yourself even in a uniform, and the pride that you take in how you look, (ironed, hair neat, make up done, grooming etc) not just what you’re wearing.
“I try not to let personal branding take up too much time, but think I am definitely consistent in how I’m presented for work. Like anyone with a morning schedule tied down to the minute, I’ve developed a well-worn work wardrobe over the years interspersed with some more fashionable tops and shoes to update and accessories.”
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Peacocking
Peacocking is a term meaning dressing for attention and derives from the bird, which uses its feathers to get a mate. The principles are the same when translated into business. Wear something that sets you apart from the crowd, that will make people intrigued to come and talk to you, but also will help them to remember you.
This was first published in the August edition of Conference News. Any comments? Email conferencenews@mashmedia.net
