Self-Branding: The Importance of Your Appearance

Appearance is a mandatory requisite to build your self-brand

Key Definitions

Brand -noun: a kind or variety of something distinguished by some distinctive characteristic(s).
*Everyone has a self-brand. The difference is that some brands are more powerful than others.
Appearance -noun: the state, condition, manner, or style in which a person appears.
*In Layman’s terms, appearance is how you dress, your style of dress, personal grooming, etc.

Some just don’t know that they have the power to create how others perceive them.  Perception in this case is how people view you; how they separate your qualities from others. Perceptions fall on a thin line of positive and negative designations.  Rarely do people “truly” have a neutral general perception of others- it’s typically more positive or more negative. And, of course, we want to be on the positive side.

Branding yourself allows you to create what people see.  Consider this following example:

An 18 year old kid walked into your office looking to fill an IT Developer opening.  He’s covered with tattoos, lip piercings and smelled of smoke. Likely your perception would fall on the negative.  In reality, although dirty, this kid is a genius and a recent graduate from M.I.T.  Your first impression of him told you [what you thought was] his story which probably included a rough childhood, drugs, and abuse.

As humans we are equipped with defense mechanisms; one of those being the ability to judge.  Unfortunately our imperfections lead us to make flawed judgements of people people, things and situations – both incorrectly and inappropriately. Someone’s simple misread of your personal brand in a professional arena can result in devastating consequences, lasting years. So, since the power is all in your hands, it’s important to present the best outcome possible.

Going back to the dirty genius/M.I.T. graduate boy…erase what your first perception would’ve been, now imagine him walking into your office well presented.  Your perception of him at this point would likely revolve around his age. Age can be a challenging perception to overcome, but not nearly as challenging as the perception of poor self-care or appearance.

Your perception of this once “boy”, now “young man” was “repulsive” and now you’re “impressed”.

That’s the Power of Perception

Appearance is only one facet that falls under the global self-branding umbrella.  But appearance is one of the most important facets of branding because it’s the first thing that people see which creates a [good or bad] perception of you.

We all like to think that we don’t care what others think of us, and that’s fine.  But if you strive to defeat mediocrity, as I do, you should be aware that what others think of you plays an immensely large role into your success level- especially if you are not self employed.  Just as an old lady snugs her purse close while being surrounded by seemingly unpleasant looking men in an elevator, business men and women go after people who look like they can play the part. The key word is “LOOK”.

In my own personal judgments of others appearances in the business world I automatically forumlate a story.  Likely this story is inaccurate, but it auto generates based on my experiences.  I usually build a profile structured on income, success, type of job, experience/background, and education level. This is common place amongst humans, we size each other up to identify the players, competitors, weaklings…and if your sizing me up- the hustlers.  It’s a defensive mechanism that happens without effort.

Corporations spend millions and millions of dollars on developing, protecting, and promoting their brand.  They don’t do this for the fun of it.  They do it because branding: is what attracts consumers;what comforts consumers into buying their products- even if more expensive than the alternative; an what segments the partition between competition.

As I speak in this article about the importance of appearance and the bigger picture of self-branding, I’d like to include some key points:

• It is ok (actually preferable) that your image be unique, or incorporate some type of uniqueness to it.
• You want to be noticed, but not standout like your trying to standout.  It’s cool to be different, but don’t make it known that you are trying to be different; make natural.
• Be conscious of the story your appearance tells.  Remember – you have the power to formulate your own story and create your own perception.
• Over doing it will make you seem as if you are hiding something.  When your attitude and personality don’t mesh with your appearance, people can sense that your not being genuine and will not trust you.

Be conscious of how you indirectly promote yourself.  We tend to think of self-promotion as a physical, direct act.  But our indirect actions such as the details of our appearance is what brings attraction.

In all, most understand the basic concept and the importance of appearance, but fail address this subject with strategy. Understanding the psychological aspect of how we think of others, and how we judge and the auto generated stories – hopefully ignites a new light for you and your appearance.

Don’t be foolish and think that no one cares about how you look.  Just as it is important to show the best-you during an interview, it’s important to show the best-you everyday.  This doesn’t mean wearing a suite, but it does mean that you should have an awareness of the story that your appearance tells – so tell the best story you can.

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What are your thoughts on self-branding?  What story does your appearance tell? Everyone has a self-brand, describe yours?