By Sarah Hathorn

Today in a highly competitive market, companies are competing to obtain a greater percentage of market share. Brand differentiation is key to this process. While organizations are spending large sums of money on marketing their corporate brand through their website, promotional materials, building architecture and office décor, their best marketing resource is their people. When organizations invest and train their people in visual appearance, as well as verbal and non-verbal image skills to represent the corporate brand image, employees gain greater self-confidence, become highly productive in sales and build long-term client rapport. I’ve seen companies who invest in training their teams on these important tools reduce turnover, increase internal promotions, improve succession planning and build employee loyalty.

Your People Make the Brand
In every level within an organization an employee’s image represents the corporate brand. Their presence is important because customers and potential clients associate this person’s appearance and business etiquette as a reflection of the company’s professionalism and reputation. Organizations should recommend appropriate dress standards that best portray the corporate brand image they wish to present in the business world. Ask the question, does your employees’ presence portray an image reflective of your company’s reputation, prestige and brand marketing in the industry? Does your receptionist provide a positive first impression for clients who visit your office?

Educate Your People
Upper level management in most companies today will agree that “business casual” has gone too far into the world of “business casualty.” Unfortunately, companies have a hard time trying to define what business casual dress should look like for their organization. Therefore, employees are left to try to interpret this dress paradigm. Companies that invest in professional consultants to help them with such image challenges will find that their employees come away understanding how their professional image is key in representing their corporate and personal brand.

Professional Presence Seminars Enhance Organizational Effectiveness
Professional presence workshops can cover a variety of training topics like business dress, the various levels of business casual, body language, communication and team-building skills, as well as business and international etiquette. These types of training programs give the business professional “the finesse” to compete and flourish in the business world. When a person’s powerful presence is consistent in all aspects of their image – visual, verbal and non-verbal – they are excellent representations for the organization.

Business Etiquette & Protocol Are Critical in Business Today
When one understands proper business etiquette, they naturally convey professional grace. Personal grace is really another facet of one’s image, as it conveys style and ease when in the company of another person. Many times companies don’t train their new hires or existing employees how to make proper business introductions, how to entertain a prospective client over a power lunch, or about tech etiquette. However, if employees do not feel comfortable knowing proper business etiquette, it can destroy that individual’s image and reflect poorly on the company. When employees understand business protocol, they feel at ease and are less worried about their manners and can focus more intently on their clients” needs.

A Professional Image Results in Greater Confidence, Productivity and Career Growth
When your team looks professional, others will perceive them as honest, competent, dependable and amicable. This is a great perception for potential clients to have of your staff and can oftentimes be the one competitive edge you have that has the client select your organization over your competitor. Educating your people about the importance of a powerful appearance will move them to take action on their image. When we look great, we feel great, and that leads to higher self-confidence, greater productivity and more career opportunities. For years when I was a General Manager for Macys/Bloomingdales, I personally coached many executives about their lack of career growth due to their personal appearance. When I spent the time to actually coach and mentor them on portraying a powerful image symbolic of those in positions they aspired to achieve, they began to flourish. As they developed greater self-esteem and a more powerful presence, they began to achieve their career goals. Although these conversations were sometimes delicately challenging, it was rewarding to see people transform, fully representing the brand of Federated Department Stores, and to see doors magically open in their personal and professional lives.

The Competitive Advantage
Today’s business climate it is much more competitive than years ago. When people are out in the marketplace selling products and services, they are in competition with other competitors selling comparable products and services. While there may be two competitors selling to a prospective client, with the same skills, abilities and credentials, the prospective client will most likely choose the person with the more professional presence. A polished image portrays to prospective clients that this individual is an expert and a true professional. People love doing business with people that are experts and whom they know and trust.

Investing In Top Performers Reduces Turnover
Companies need to invest in their fast trackers. When these employees realize that companies are investing money in their professional education and development for future growth, they are more loyal to the organization where they feel valued. Such loyalty also helps solidify the corporate brand. While we all know that executive turnover is costly, it is expensive to find and replace a highly valued and productive employee. Companies that invest in training workshops designed to develop their top performers in interpersonal skills and presence will reduce turnover and increase employee satisfaction.

Sarah Hathorn is a certified image consultant, speaker, and corporate image advisor. Illustra Image Consulting works with individual men and women who wish to update their fashion and professional presence. The company also provides corporate image services to organizations that wish to enhance their corporate brand within the marketplace.

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