Personal branding and style

Marketing and selling in favourable economic conditions:

Prasanna Perera, Marketing and Management Consultant, Chartered Marketer, CIM UK

Whether you are an entrepreneur, business manager or executive, you will need to project a confident outlook. Your personal brand could be critical for the success of the business. How does what you wear, contribute to the enhancement of your personal brand? In this brief article, I will endeavour to address this aspect.

Personal brand

Every individual is a product and a brand. By virtue of our name, we have been given an identity and an opportunity to differentiate from others.

Having a name is one thing but building it to become a powerful brand is a planned, strategic effort.

My mind goes to several powerful personal brands in sports, politics, academia and business. Names such as Abraham Lincoln, John F Kennedy, Richard Branson, Michael Dell, Steve Jobs, Ratan Tata, Tiger Woods, Robin Sharma, John Maxwell and Donald Trump.

It is important to understand that a personal brand is made up of different characteristics.

Characteristics of personal brands

Your god given features are a critical aspect of your personal brand. These features distinguish you from others. Personal accomplishments accentuate the value of your brand. Family background or pedigree is another aspect of importance in personal branding. An important dimension is personal values and mannerisms.

They are the building blocks of a successful personal brand. Hence, many characteristics integrate together to build a powerful personal brand, which contributes immensely to success in life.

Style and personal branding

What you wear has a great impact on the outlook of your brand. Whether we like it or not, first impressions count and lasting impressions are created, from this first encounter.

A famous saying states, “you do not get a second chance to create a lasting impression.”

Styles is an important tool in conveying your message to the rest of the world. We tell the rest of the world how to perceive us, by the things we say, the things we do and by what we wear. What you wear really impacts your message, and you need to control the message you are sending to others.

People treat you the way you tell them, you expect to be treated, whether by words or with your clothes. For example, if you are applying for a bank loan, you wear something nice because you know it matters. If you go for a function, you wear something elegant because it matters. It’s all about what matters!

It’s the human desire to feel attractive. When you feel as if you look good, you feel better. Take an example. Spend one day wearing casual clothes and another day wearing something that looks really great. Which day did you feel better about yourself?

Most people forget that clothes are tools, that help you get what you want out of life. Your wardrobe helps others figure out what you are all about.

It is a non verbal communication tool. Hence, in order to build your personal brand, invest in appropriate clothes and accessories, that communicate the desired brand image, personality and identity. Remember that style is about “a point of view.” i.e.

Taking fashion that is available to your and putting your own signature on it.

Dimensions of style

Style in footwear - Invest in good shoes for office, formal, functional and casual occasions. Look out for what is in fashion.

Style in pants - Be careful when buying pants in terms of fabric, embellishments, colour, and style. Different pants are required for different occasions.

Style in shirts - Long sleeve shirts are best for formal and functional wear. Short sleeves for casual wear. Be mindful of thefabric, the cut, colours and durability.

Style in ties - Different shapes of ties are available for different occasions. Select appropriate shapes for different purposes.

Hairstyle - Is an important part of your total personal brand. Follow the style trends in hairdressing and project the modern image.

Style in accessories - Cufflinks, tie pins, socks, handkerchiefs should not be forgotten. They are fashion and style tools too.

Personal branding is about the brand image you create and project to others. The clothing and external demeanour are critical aspects to pay serious attention.

Do not try to emulate others. Be your own Personal Brand but be practical and contemporary at all times.