Someone asked whether their image is essential in running a business?

Image in business

Someone asked whether their image is essential in running a business.

My answer is it should never be, but YES, it's critical.

Image is more important for women than men.

Everything from your figure to your face, makeup, jewellery, hair, and clothing will be judged. Men can get away with more.

We are hard-wired this way.

People make a split-second judgment on you. Our brain had to do so to survive threats. We are still hard-wired this way.

Congruency for your role

The new Health Secretary has been criticized for her appearance. She does not look healthy. This is incongruent. Time will tell how successful she is.

What is expected of you in your role? You can still have fun and allow your personality to shine.

Research shows our biases.

We know that good-looking people are seen as more intelligent & successful.

Tall men are seen in the same way.

The pay gaps clearly illustrate this.

Age is vital among women.

I am 55, so my treatment differs from when I was younger.

The great news is that ae no longer matters what I wear as age expectations are so different these days.

While I will not wear a top to show my under-boob, I will wear Gucci trainers, a Couregges dress, a Saint Laurent Safari dress, or a Balenciaga reissue. I may wear high street.

Enjoy your youth

If you are young, enjoy that advantage, and play up to the freshness of youth. The old adage that youth is wasted on the young is true.

You never need to look like Cindy Crawford to succeed, although it helps!

These are the things to keep in mind:

1. Whom are you targeting as your end user?

2. Do you want or have investors?

About 1 and 2, what do they want to see you presented as? You have to be authentic & relatable to them. I have to be aware that if I am selling a kit to the MOD, they expect what I should look like than if I am selling myself for something else.

3. Are your clothing and accessories congruent with your price point?

4. You can buy great clothes on the high street, have them altered, and have an exciting handbag, shoes, or something to lift the look or buy second-hand. You can buy a decent copy.

5. Own your look, and it will shine through.

One of my neighbours was Su Pollard, and she never gave a monkies about what anyone thought, dressing in micro minis, neon-colored fishnet tights, ankle shoes, and glitter trainers. She is magnetic.

6. What is memorable about you? Highlight it.

7. Play up to your size. I am petite, so my presentation movements are small. John Grinder advised me of this in a one-to-one.

8. If you are larger, then own it. A lot of lightbulbs are body positive and look fantastic. Lizzo and Ashley Graham rock their look.

9. If I am in a meeting with all men, I will play up my femininity, even though I may have bigger balls than them. It's your personal choice.

Sector-specific

What sector are you in?

Martin Lewis is smart casual. He is a good friend of a friend and lovely. He knew his target market as a journalist. He wanted to be taken seriously.

IT and creatives allow more freedom; I knew the IT lead at a large known client that turned over a billion a year and was tattooed from top to bottom. It did not matter due to that client. Some of my ex-staff had punk hairstyles, vast amounts of piercings, etc. My partner has two nose piercings, an ear piercing, and a buzz cut number one.

I did work for Prada, so I have loved fashion. I still get asked if I work in the sector. Below are my suit and booted and recent purchases, which I wear to work.

What if you are failing?

Revisit your image and look at what you and your brand values are. Are they congruent?

Is your offering correct?

If you are fundraising, know your audience and dress accordingly. I am never suggesting changing your look, but be respectful.

I tell my partner to keep his piercings and be smart and casual for any interview.

If in doubt, call and ask. I used to tell candidates that my office was relaxed, so please just come in jeans and a top, as I wanted them to be comfortable.

If you put someone off, then would they be your target anyway?

Find your tribe. Define who your tribe is. Present to your tribe how they want you to. If you do not define and find your tribe, someone else will.