Yes! Image Matters!

Why has image consulting become such a foundation of my business? Or a more difficult question: How can I effectively help people market themselves without having their image come into play? If people realized (or were flat-out told!) they had to be marketed in order to sell themselves not only to prospective employers, but to the world at large (much like products are), the "packaging" would soon evolve.

As I reflect on the importance of image, a pivotal moment comes to mind. I read an article detailing a study where a group of individuals were shown photographs of several people. They were asked to describe, among other things, what the person did for a living and how much they earned at their job.

In reality, the only difference between the people in the photographs was their eyewear. The same individuals but different pairs of glasses.
A simple change of eyeglasses influenced the way the viewers judged the people in the photographs.: "This one looks like a blue-collar worker earning approximately $32,000. This one looks like an executive earning in the vicinity of $150,000." Amazing! That study, in a nutshell, demonstrates the impact image can have on our lives and the role it can play. Conclusion: Image cannot be overlooked.

A client of mine in the manufacturing industry hadn't taken a vacation in years. He mentioned to me that his style of dress was t-shirts or flannel shirts and jeans at his workplace, and "wedding and funeral" suits when necessary. He said, "I don't know much about clothing, but I have a feeling that none of that will be appropriate for my upcoming cruise." After I commended his astuteness and we decided that he needed to create an image for his upcoming vacation, we discussed his budget and off we went to do some shopping. We made three piles: Yes. No. Maybe. He didn't even want to look in the mirror. He claimed that because he didn't even know what he was supposed to look like, the mirror wouldn't help him at all.

After he returned from his vacation, he called to thank me. He said he had a fantastic time and that it was all because of me! I was flattered. He realized how stubbornly he had been holding on to the belief that clothes didn't really matter.

On the first night of his trip, he was invited to join a table of people that became his friends for the duration. He realized that he looked both age- and style-appropriate. He fit right in. Although he was the same person who previously wore t-shirts and flannel shirts with jeans, other vacationers subconsciously made a quick image assessment of him. There was no time to evaluate from within and get to know him. There was no fighting the system. It worked. He was judged; he was invited; he became a friend.

After the eyeglass study and the cruise, hundreds of similar cases followed. One situation after another occurred in which people realized the need, or possibly the desire for an image evaluation, assessment and makeover. How does someone reach the conclusion that they need an image assessment? Sometimes a person desires a change in his or her career, marital status, income or weight. Other times, the change occurs first and then the makeover is necessary after the fact in order to correlate with the new person Either way, recognition that image can be a step in the right direction can open many new doors.