Virginia Image Communication

You have two seconds to convey one of your most important messages -- your image. According to a recent Harvard study, that's how long it takes most people to form a strong opinion about someone they've just met. Without saying a word, you can be seen as powerful or passive, a leader or a follower, trustworthy or phony...all in two seconds.

As a professional or a political candidate, are you projecting a polished, professional and credible image to the many audiences you encounter on a daily basis? More importantly, are your bosses and high profile employees projecting the right image, or are they unsuspectingly detracting from the company's message?

It is important to understand that everything about your business and employees that is seen, heard or felt by the public, communicates something. Your logo, publicity, Web site, brochures, press releases, newsletters, advertisements, direct mail pieces, business cards, letterhead, and community relations projects all carry a message to the public about your company. And so does your business attire.

According to image and personal branding consultant Sandy Dumont of Virginia, there is a 50 percent chance that what you're wearing at this moment may NOT give you and your company a competitive advantage. Dumont has advised Fortune 500 companies as well as bankers, nurses, politicians, media personalities, and forward-thinking business leaders throughout the United States and Europe, and says 90 percent of her clients wear the wrong clothes and colors at least 50 percent of the time.

"You have to look polished and professional all the time, from head to toe, so it is assumed that everything associated with you outclasses the competition," Dumont says. "If you look dated, it will be assumed that your services or products are dated, too."

"Women wear the wrong clothes, hairstyles, make-up, colors and accessories all the time and send out negative messages -- without knowing it," Dumont says.

"We are bombarded daily with hundreds of decisions to make, and without the time to thoroughly investigate every situation, we use 'shortcuts' to help us choose and decide quickly," Dumont says. "Research shows we automatically assign to polished, good looking individuals favorable traits such as talent, kindness, honesty and intelligence -- and that equates to more business."

Following are seven secrets to a polished image provided by Dumont.
Secret #1: Choose Winning Colors:
• The darker the color, the higher the authority. Pastels decrease authority immensely.
• Earthy (grunge) colors look drab and are too casual. This includes most shades of beige, brown, camel, moss green and dark olive green. Brown easily looks matronly on women.
• Think classy, not flashy. Bright food colors such as orange and lime green are flashy, while rich colors like racing green and magenta are classy.
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Secret #2: Choose Suits that Suggest Power:
• Men: Wear dark suits. Dark colors are more authoritative. They are also more slimming, and “fit-looking” people are often judged to be more dynamic and successful. Buy the best quality gabardine suit you can afford. If your budget is modest, a navy blue suit will look more expensive than its brown, grey or black counterpart. Caution: with black suits, the wrong shirt and tie can make it look (1) severe, (2) reserved or (3) too slick. Beige suits are fine in the summer, but they must be worn with power ties. Never belt trousers below the natural waistline. It is not classy and actually accentuates a protruding stomach.
• Women: Wear high-fashion suit jackets or suits in dark colors or deep jewel tones. Avoid collegiate looks: blazer jackets, turtlenecks, long chains with pendants, and pearls. Black needs bold accessories and lipstick (pinks, soft reds) to prevent a severe look. Wear skirts at knee length. Mid-calf skirts look matronly, and ankle-length skirts look severe.

Secret #3: Men--Wear Classy Shirts and Ties:
• The most important rule of all: The tie must dominate (by color, not gaudy pattern). Red, burgundy, yellow and indigo look dynamic. Avoid red and yellow together; it suggests food, not business. Avoid matching shirts and ties.
• Good tie patterns: stripes, discreet polka dots, small repeating patterns (club or Ivy League).
• Shirts: Well-cut, white cotton shirts are the most powerful.

Secret #4: Women--Wear Bold Accessories:
• Bold accessories give a look of power, success and worldliness. Wear belts with skirts and pants.
• Earrings are a must. Good example: chunky hoops. Avoid thin ones as they are associated with gypsies and teenagers. Flat clip earrings look conservative and stern.
• Bold, chunky necklaces and pins are also good power accessories. Single-strand pearls and scarves are for “ladies lunch.”

Secret #5: Women—Wear Professional Makeup
• Numerous recent studies confirm that women are judged to be more successful, powerful and capable with good makeup. Subtle pink foundations and blushers look less “made up” than yellow-toned ones. Avoid: blue eye shadow, brown-toned lipstick (power looks entail bolder lipsticks.)

Secret #6: Keep it Simple with Shoes
• Keep shoes simple and unobtrusive. Feet should not be noticed.

Secret #7: Develop good posture
• Develop good posture. It is worth a million dollars in terms of image. Stand up straight, take a deep breath and get a “proud chest.” Maintain that posture, but let the shoulders relax a little when exhaling. This guarantees a self assured and successful image. More image tips can be found at www.theimagearchitect.com

David Rourk is the President of Rourk Public Relations in Virginia Beach, Va. It is a full service public relations, advertising, marketing and political consulting agency. David can be reached at (757) 478-0150 or david@rourkpr.com.