Creating a Personal Branding

We’ve all seen those really smart people who never seem to get promoted beyond a certain level, and we wonder why, what’s missing? Often business education, experience, and acumen are not enough for career advancement. That’s why Lynne Marks, Certified Image Master and President of London Image Institute (LII), wants to know, “How’s your Executive Presence?”  She and the team at London Image Institute train image consultants who go beyond traditional styling, focusing on executive presence. To learn more Leigh Woisard, communications consultant and LII student, spoke with Lynne on the topic. Here’s what she has to say:

Leigh: Lots of smart, capable business people get stuck in their careers, why do you think that is?

Lynne: There are many reasons, but from an image consulting point of view, not enough attention is paid to the ABC’s of executive presence: appearance, behavior, and communications. You can be the smartest person in the boardroom but if your focus is always on trying to prove it, you could be labeled “not a team player” and a “showboater” with no emotional intelligence. Maybe you’re feeling passed over or that your career is not progressing as quickly as you’d like. It may be a good time to think about improving skills associated with executive presence. Your ability to communicate effectively, influence others, and manage a room are all attributes associated with senior roles.

Leigh: Executive presence and a personal brand, are they related?

Lynne: Many of the attributes important to building a desirable personal brand are important to building a strong executive presence. People who stand out from the crowd radiate confidence and poise*. They have credibility and humility*. They’re self-aware, building on their strengths and working on flaws.* They call on attention and get things done.

Leigh: What’s the most important advice you give your clients to build their executive presence?

Lynne: There’s a lot to think about when building a strong, executive presence. Your level of integrity; how you dress; how you emotionally engage; how you speak and communicate your vision and purpose are all important. Start by being intentional about building your executive presence. When attending a meeting, we’re preparing an agenda, data, and other tools to ensure the meeting ends with a good outcome. Be as intentional when it comes to how you want to be perceived at that meeting. Don’t shoot from the hip. Before the meeting, think about your approach to interacting with others.  What’s your plan to convince and influence others? Who is your audience in this meeting and how will they be persuaded? Give thought to how you plan to speak with conviction and perhaps eliminate phrases that undermine your impact such as, “ this is probably a bad suggestion but…” Have good questions prepared to ask so that you are part of the discussion and not a “guest” at the meeting no matter the topic.

And of course, plan what you’ll wear based on how you want to be perceived. Certain clothes actually make you look and sound smarter.  If that’s your goal, it’s helpful to know that a collared shirt connotes education and can add to your credibility.  Deeper shades (not just black) are more credible than light-colored ones. Know which colors and styles best suit you and your professional goals. Be intentional about crafting your overall image. A good image consultant can help with all this and more.

Leigh: Dressing in a way that elevates executive presence seems complicated.  What’s your best advice?

Lynne: Start with your goals and values. How do you want to be perceived at work; what’s appropriate for your work culture? Are you trying to build your presence as a trusted colleague or come across as more approachable?  Find clothes that help paint a harmonized picture from top to toe. Know which styles and colors that suites best to your coloring and body type. Working with an image consultant, you can explore style categories from “classic traditional to classic elegant to high fashion and creative.”  A few examples: if you want to send a message of authority, pastel colors may not be the right choice. Purple hues can say expense and luxury; unusual color harmonies suggest creativity. Neutrals in good quality fabrics and textures paired in a monochromatic way can say elegance and refinement. A cohesive style story is a powerful tool in the business world. We work with clients to help them use their attire to send an intentional message and elicit a desired response.

Leigh: Why do so many of us have a closet full of business clothes but nothing to wear to work? (Asking for a friend!)

Lynne: I think we’ve all felt that way from time to time! Remember, when it comes to purchasing clothes, we should shop with an overall “image” plan in mind.  Look for items that help you project the image you want as opposed to just thinking about trends that are in or out. Think about how a purchase completes your “style story.” Just as you go grocery shopping with a list, consider doing the same when shopping for clothes.  The grocery list is from the ingredients you don’t already have in the pantry but needs to complete the recipe. Clothes shop the same way by asking what’s the overall image recipe I am trying to create; what do I already have and what do I need to complete the recipe?  Of course, you want to always think about the styles and colors that are best for your coloring and shape. We focus on all of this at London Image Institute.

Leigh: How can an image consultant help?

Lynne: If you want to make sure that you are doing everything possible to develop an executive presence, hiring an image consultant can be a very good investment. An image consultant can help you refine your appearance and give you advice on how to carry yourself in a professional manner that says promote me!  Your executive presence is a valuable asset in achieving your goals both personally and professionally. Contact London Image Institute today to learn more about developing your executive presence. www.londonimageinstitute.com

*Taken from a study done in 2012 by Sarah Brummit, AICI CIP with 80 professionals in 4 countries.