Online With The Professional Image
A bi-monthly newsletter on building leadership through Professional Presence

Self-Branding in a Competitive World

When we are close enough to be seen and observed, and let's make this easy,  not even heard, we can't help but give away a lot of information about ourselves.

Our gender, origin, personality, height, weight, fashion taste, hair color, social standing, current mood, level of humor, self-confidence, sophistication, and possibly even occupation get telegraphed in less than 30 seconds. 

Fair or not, accurate or not, this visual branding is quickly assessed and analyzed.  Because we process visual information 60,000 times faster than verbal information, we make these assessments rapidly!

It is inherently unfair, but research continues to support that well over 60% of first impressions are accurate.  It takes a very intentional effort to overcome a bad first impression.  

Then we have the on-going, self-branding message to support in perpetuity.   Too bad first impressions don't do it alone.  But most people in business do look for information beyond the 30 second "visual bite," not to be confused with the 30 second "sound bite" that has been electing politicians for years.

The impact that bosses and managers have in terms of role modeling is substantial.  How they dress and behave is always noted, and sometimes emulated.

Now that we're all feeling anxious and self-conscious, what does this mean and what can we do about it?

With self-branding, there is a silver bullet.  The answer is self-awareness. 

Self-awareness is being able to determine whether we are self-confident or just plain arrogant.   It is knowing whether we are well groomed or over made-up, down-to-earth and casual or sloppy and careless, a charismatic leader or a self-centered egotist, a quiet, thoughtful listener or an aloof, detached observer. 

Sounds obvious, but it is the hardest of all issues for us to confront.  Each of us has blind spots and we require, but often don't seek and make use of, feedback.

Here's a short list of questions to put you in the self-awareness frame of mind.

1. Why did you put on the clothing items you are wearing right now?

1. I was on automatic pilot
2. It was clean
3. I could get it buttoned and zipped
4. I wanted my attire to reflect the professional quality of my work and my performance

2. What kind of impression did you make with your non-verbal communication on the first 5 business people you saw today?

1. I have no earthly idea
2. I smiled and made sincere and friendly eye contact
3. I was in a good mood so I spread it around
4. I was in a terrible mood so I spread it around

3. When you were most recently offended by someone's thoughtless remark, how did you respond?

1. I shot back an appropriately evil response, leveling the playing field
2. I gave them the benefit of the doubt, chalked it up to a bad day and moved on.
3. I fumed about it and shared it with 3 or so other colleagues, trashing the perpetrator with gusto
4. I looked behind the remark for the real source of the problem

The goal in self-branding is to be high functioning, self-aware, and honest, which starts with being conscious and intentional of what you are communicating most of the time (we have to be realistic here).  Select emotions, rather than be captive to them.  Emotional maturity will trump short-term gratification, at least 99% of the time. 

Your best feedback will come from trusted colleagues, possibly your direct manager, a confidential 360-Degree Report, the right books and articles, and outside consulting and coaching. 

In any case, it is well worth the time and effort to select attire, establish body language and develop a communication and leadership style that optimizes your talent and hard work.  It's the true competitive advantage.