• Does Your Appearance Represent Your and the Company’s Brand?

    Posted by in Corporate Dress Codes, Dressing for Interviews & Promotions, Image Update, Impression Management, Personal Branding, Your Authentic Brand, Your Professional Image With | 1 Comment

    The more clearly a company brand and a personal brand are defined, the better the chances of brand alignment and long-term success.  Following the casual movement that started almost 20 years ago, companies are now becoming increasingly aware that their employees' brand and the 'company brand' are no longer completely aligned.  

    Employees who don't visually represent the company are at risk for being passed over when it comes to promotions.  As an employee, if your desire is to advance your career, having a clear understanding of how you are perceived, is critical.  You need to ask yourself if everything about you represents your goals and values.  The clearer you are about your brand, the easier it will be for you to communicate and align it with your company's brand.

    For employers, the best solution is to go back to basics and work on increasing brand awareness while highlighting the employees' role in representing the brand, and, in turn, their personal brands.  It begins in-house and requires on-going communication and dialogue about the brand message and how it will be communicated on all levels throughout the organization.  Companies need to be clear on what the brand is, what it looks like, and how it will be experienced.

    The key is to avoid sending mixed messages. For many companies, casual dress days caused confusion for the company, the employees, and, often times, their customers.  The intent for allowing casual dress was to give a more relaxed feeling to the workplace.  Rarely was consideration given to whether it could help to promote a certain image.  In many cases, employees seized the opportunity to express their individuality without realizing what their "casual look" may be communicating about them. Because I'm often asked about appropriate business casual attire, I decided to take a look at the definition of the word casual. 


    Casual – Occurring without regularity, feeling or showing little concern; Lacking a high degree of interest or devotion; Done without serious intent or commitment (for a more complete definition visit www.Merriam-Webster.com)  Needless to say, after realizing the true definition of casual, I doubt there's a professional or business out there that would want to communicate any of these messages.


    Brands are strengthened when others experience consistency though out their interaction with a company and its employees. In a non-verbal way, employees are telling customers that thought goes into everything they do. 


    Your appearance is the most powerful non-verbal tool you have to help you get from where you are to where you want to be. Be purposeful in how you use it.

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    Diana Jennings
    Diana Jennings is the founder of Brand You Image – a personal branding and image management company based in Southern California. A specialist in non-verbal communication, she brings a sophisticated understanding of people and a passion for growth to those working to reach their personal and professional goals. Typical engagements involve the development of high potential individuals and senior level management in personal brand discovery, image management, social and business behavior, and body language for better communication and interaction with others.

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Image Consultant Singapore » 22. Apr, 2010

Sadly, many companies don’t realise that it’s important to align their staff image with the corporate brand direction.

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