When you get dressed before leaving for work, what is going through your mind? Who are you dressing for? Yourself? Or are you basing your choices on what you think others think you are! Without suffering from multi-personality syndrome, you are, believe it or not, four people.

• You are the person other people see,
• You are the person you think other people are seeing,
• You are the person you think you are projecting, and
• You are your true self.

How should you deal with this conundrum?

Consistency Plus Authenticity

If you are trying to be all things to all people, that's where you may tend to fall flat. It's impossible to do. So, what you have to be is true to yourself while at the same time allowing for other people's expectations of you. This will enable you to take control of those expectations, through your intuition and knowledge of the marketplace, and be the person they expect you to be. However this has to be done with total authenticity. Try and fake it and your integrity will be shot.

It is possible to control the perceptions of others, from first impressions to more consistent contacts, and it is through consistency and authenticity that you are able to show that your behaviors are in line with their expectations and requirements.

Keys to Personal Branding

You may be surprised to learn that appearance delivers about 55 percent of the first impression others have of you. So, if your appearance is creating the wrong impression, you are already at a disadvantage. The next highest percentage—38 percent—is based on your voice—pitch, pace, tone, accent, volume. If your voice is weak or sounds harsh, again, your chances of making a good first impression are diminished. Your actual message is responsible for a measly 7 percent! Get the first 93% wrong and no one is listening! (These figures come from research done at UCLA.)

One of the things I show my clients is that they are broadcasting their "brand" at all times in just the same way any recognized brand does to keep its place in the market. And a great deal of your brand perception is going to come down to the packaging, i.e. how you look. So ask yourself: What do you want to be known for? What is it that people come to you for? What is your unique promise of value, your Unique Selling Point (USP)? What differentiates you from others, and how can you express that in the way you dress?

Look at your business. What does it stand for? Are you reflecting those values in the way you present yourself on a day-to-day basis? Are you consistent in keeping your promises? Do you do what you say you will do, or does your performance slip slightly in actual practice? Do you keep your deadlines and can people rely on your commitment to their best vested interests? Is your presentation broadcasting that reliability at all times? Do you work in a formal environment that expects a formal look, or can you be more casual and still keep a business-ready image that matches your clients' expectations? Make sure you get the match right. If you work in a circus you can act like a clown, but not in the business arena!

Try a Personal SWOT Analysis

In an earlier article on branding, I urged you to do a SWOT analysis on yourself. By adding to it a simple 360-degree feedback analysis, the SWOT can become an immensely powerful tool for defining how you are perceived. Write a letter to 20 or 30 well-known and trusted friends, family and colleagues. In the letter, say something like this (you can write your own version):

Dear .......  I am completing a career and personal self-assessment and need your help. Please take a moment to fill in the attached questionnaire and send it back in the enclosed stamped, self-addressed envelope anonymously. Please be really honest and truthful in your comments, as flattery is pointless in this exercise!

Suggested questions:

1. What are my 5 main attributes?
2. What are 3 problem areas?
3. How would you describe me to someone who doesn't know me?
4. Do I have a USP (Unique Selling Point)? If so, what is it?
5. What kind of car am I? (Ford pickup, Lexus, Rolls Royce, Mini Cooper, Cadillac, other)
6. What kind of cereal am I? (coco-pops, (light and insubstantial), porridge, (thick, sticky, but healthy) muesli, (tough, chewy and hard to digest)
7. Any other comments?

Add a list of adjectives (with boxes to check off), about the way you look and behave, both good and suspect. These could come from your SWOT. Basically, what this is doing is giving you a heads-up on the qualities people think you broadcast. You will be able to see where they match your own perceptions and where they don't. It's a bit like writing an obituary before you die, and not to be taken too seriously, but used as a guide. It may, however, bring up a few inconsistencies that, once pointed out, will help you to redefine and deliver the best you have to offer.

Help people to believe that you can be relied upon—that there will be no unpleasant surprises. Do this by ensuring that the image you show your audience truly reflects the inner you, that you demonstrate your esteem for others by dressing well and showing respect in all of your regular contacts with them.

Your consistent and warm presentation will signal to your market that you are to be respected and that dealings with you will not be disappointing.

About the Author

Tessa Hood is an international motivational speaker and expert on reputation management and personal branding. With over 35 years of media experience, she heads up Changing Gear Limited, which provides workshops, seminars, conference presentations and one-to-one coaching designed to optimize company and individual branding. Email Tessa at This e-mail address is being protected from spambots. You need JavaScript enabled to view it