During these uncertain economic times, you may be tempted to forget about the importance of your professional image.  Maybe you’re thinking you don’t have time to make it a priority right now.  Or, you’re satisfied with where you are, or maybe you don’t have the extra cash right now to make upgrades to your wardrobe, grooming or your business.  I know these are unsettling times, but now is not the time to stop everything.  Just the opposite is true…now, it is more important that ever to set yourself apart and give yourself a competitive advantage.

Times have been good for many years—the economy has been strong and unemployment low.  People weren’t worried about losing their jobs, the workplace became very casual, people started showing up for work in their weekend wear, and complacency about professional dress became the norm. 

The business climate pendulum has swung the other way.  Now, it’s time to ask yourself:  Is my professional image at a level that will serve me well during these challenging times?

What does professional image have to do with an economic downturn, you may ask?  Plenty!

Image is Brand

Professional image is your marketing tool, your asset, your professional brand.  I was reading an article recently on the topic of “brand”.  The article said that “as the economy slumps, a company’s brand becomes its’ most solid asset.”  It went on to say, “Many executives overlook the importance of brands during uncertain economic times, often slashing investments in brands in an effort to cut costs, but that is shortsighted.”  Bingo! 

If you are an entrepreneur or solopreneur, YOU are the brand.  If you’re an employee, your professional image (or brand) is what helps you solidify your position or be considered for promotion.  If you’re looking for new business, or maybe a new job, your brand value is critical in a competitive market.  It’s important to set yourself apart from the pack!

It’s a Package

You’ve heard me say it before, and I’ll say it again…your image is a package.  It includes your appearance, behavior, attitude, energy, trustworthiness, how you treat others, and how you conduct business.  When it’s pulled together and is in sync, it becomes your “personal power.”  And, of course, your brand also includes the image of your website and other marketing collateral.

How are you representing yourself and your business to the world?  I challenge you to think about it NOW, and create a plan that includes:

•    What needs your attention? For example, an updated wardrobe, current grooming; a fresh website, continuing education, etc.
•    What do you want the outcome to be? For example, a pulled-together outfit for networking or interviewing; an updated hairstyle that makes you feel great; a current pair of eyeglasses; a website page to promote a new offering, updated business cards, certification for your business, etc.
•    Who are you trying to attract to your business or personal life? Define and use adjectives to describe them.  For example, professional men or women, executives, teachers, busy stay-at-home moms, a new mate, middle income, high income. Etc.
•    Define what expectations these individuals will have of you and what you need to do to meet those expectations? For example, they may expect top-notch expertise and follow up; therefore, do you need continuing education to be at your highest level of knowledge.  Do you keep your commitments and get back to people once you’ve made the promise to do so? Do you look and behave as expected so your client or prospect has confidence in your abilities?
•    What are you committed to do to accomplish your goals? For example,
Get feedback from a professional who can offer expertise in your area of need: marketing help, a presentation coach, or an image consultant, etc.

Measure your progress and accomplishments toward your Image Brand Upgrade.  And, give yourself a pat on the back for moving forward.

Imagine This Scenario

Let me give you an example of what might be a real scenario in today’s current economic climate.  Imagine you’re a loan officer and there are two people that have come to you looking for a loan.  One person comes to your office wearing pressed pants and shirt, is well groomed with a clean-shaven face and recent haircut, has a nice smile, makes eye contact with you, and shakes your hand firmly before sitting down.  The other arrives wearing soiled jeans, a baggy t-shirt, is unshaven with greasy hair, keeps his eyes focused on the floor, and doesn’t bother to shake your hand before falling into the chair next to your desk.  They both have identical credit scores, income to debt ratio, etc.  However, you are only able to fund one loan.  Who are you going to choose?

Will their “image package” play a role in your decision?  Did the appearance and behavior of one give you more confidence and trust than the other?  Remember, this happens in the business world and workplace every day as you jockey for a promotion, try to win new business, or look for financial help.

Your image defines how you’re perceived.  It influences others trust and confidence in you and your abilities.  So now is not the time to dismiss it or put it on the back burner.
Food for thought!