Years ago I read a book about how to dress for success, written by an image consultant in America. In it she laid out her rules for getting it right – and gave numerous examples of how, if you didn’t follow them, you’d get it wrong. And while I agreed with much of what she wrote (let’s be honest, bad hygiene is never going to be a winner) there was one rule that I fervently disagreed with: if it distracts, it detracts.
I was reminded of this when an executive approached me after a recent presentation. He said he’d once been at a workshop run by an image consultant who had pointed to the red handkerchief displayed in his top pocket and told him to get rid of it. She said it was distracting for the eye and therefore was detracting from what he was saying. He, however, was having none of it, basically telling her to get stuffed as he’d been wearing a red handkerchief that way for years and it was now a ‘signature piece’ that people knew him for.
When he told me that do you know what I said? Bloody good for him!
And here’s why…she was right that something distracting a person’s attention means it will be detracting from the message you’re trying to get across. Like when someone has spinach on their teeth and the more they talk the more fascinated you become wondering how long it’s going to stick there, so you stop listening to what they’re saying.
But what if the thing that’s distracting is actually adding to the message?
What if it’s giving fantastic clues to your personal brand that will say more about who you are and what you’re all about that your words ever could?
I’ve said before that my personal brand style is ‘City with a twist’ – I’ll wear a smart dress but then add something like a cocktail ring or an oversized corsage to let people know my big motivator: I’m different and I like being ‘me’ (although let’s be honest, there’s not much competition from anyone else wanting to!) People then pick up on those clues and that forms the basis for listening to what I have to say.
And if you’ve not come across him before, let me introduce you to Jonathan Straight, founder of Straight Plc which specialises in recycling products. As you can see, Jonathan is a fan of the strong image because, as he told me when I spoke to him about personal brand, the whole idea is to be memorable; it’s easier to run a successful business if people remember who you are when they’re ready to buy.
Or to give another example: who can forget the media furore that happened when Theresa May MP wore leopard print shoes to the Conservative Conference? Everyone said her shoes gained so much attention no-one could remember what she’d said. But what did that matter? She was speaking volumes about the kind of woman she is, making herself memorable and associated with a strong brand. And look where she is now, compared to everyone else who took to the podium that day!
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Do you agree? And do you have a ‘signature piece’ you wear to promote your brand… if so, leave a comment! And please help me to spread the word using the buttons below. Or if you’d like to learn more, check out my other blogs and follow me on Twitter. Or drop me an email at jennifer.holloway@sparkexec.co.uk. Thank you!
Spark specialises in branding, but not for companies – for PEOPLE, helping clients to market themselves so they stand out from the crowd, building a reputation that enables them to be even more successful just by being themselves. Spark delivers personal branding to executives and senior managers in Leeds, Harrogate, Skipton, York, Bradford, Wakefield and the Yorkshire area, as well as in London and other UK cities. The company was founded by Jennifer Holloway and her 15 years’ experience in PR coupled with several years as an executive coach means she delivers a personal brand service unlike any other.
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