There comes a time in a woman’s life when she has to decide to keep playing it safe, or to take some chances in the wardrobe department.  Sarah Guerra was at that crossroad when I met her.

‘I spent so much time trying to make myself look like other people,’ she says.  ‘I always had a fear of looking and feeling stupid.  I had lots of hang-ups from my childhood.  If you wear certain things, people will make assumptions.  It’s not that I don’t care what people think.  My hang-ups came from wanting approval – of being liked and being accepted.’

What inspired me to interview Sarah was her honesty and bravery in the image consultations we’d done together.  She voiced thoughts that many of us might feel, but would hesitate to admit so openly.

There’s a good kind of vulnerability in her strong sense of self.  She’s fun, down to earth and humble.  But she’s also confident and direct.  Her style mirrors her bold personality.

‘Being inauthentic takes up so much energy,’ she reveals.  Clothes can create illusions, concealing our niggling fears.

‘Wearing a suit can fool people into thinking you know what you’re doing.  I used to think if I painted my nails and did my make up, that would get me through the day.  I thought what I wore was more important than what I actually said.’

Sarah’s clothes are no longer a way of hiding or blending in.  ‘Now my clothes say that I’m confident and individual.’

And she’s definitely walking the talk.  Sarah was about to start a new job when I interviewed her.  When I asked what she’d bought for the new higher-visibility role, she said ‘nothing, actually!  Previously I would have bought new stuff to create “the character.”  But I’ve realized I’m good at what I do – I don’t need to create a character.  I’m really comfortable in my own skin.’

I ask how it feels to kick those confidence-busters, and finally dress for herself.  ‘I’m so much happier, she adds.  ‘I feel like the world is there for the taking.’

Biggest fashion disaster?  ‘I can’t really identify a particular fashion disaster.  I never took any risks.  From a young age, I was always so middle of the road.’

Best outfit ever? ‘A slinky black Karen Millen dress with silver embroidery that I bought 10 years ago.  I went to a wedding in Sydney, Australia, as my gay best friend’s date.  The whole experience was so exciting – it was the closest thing I’d had to a family wedding.  That outfit made me feel glamorous and sexy.  It was the most money I’d ever spent on a dress. One thing I’ve realised is that I’ll never be elegant – but that dress made me feel whatever my version of elegant is.  It was really special.’

Advice for women seeking their own style?  ‘Have a session with a stylist.  You’ll learn to trust yourself more.  And don’t worry about other people’s opinions, or take on their negativity.  Just dress for yourself.’

Next week, meet Emma Tranter.

Ever wonder what would happen to your wardrobe if you didn’t have to dress for work anymore?

That’s what I asked Avril Charnock when she retired after 40 years in the health service.

“My style felt a bit institutionalized.  I had to dress conservatively for work, not drawing attention to myself,” she says.

“What is perfect about retiring is that I have more than 3 minutes to decide what I feel like wearing.  Instead of speed-dressing, I’m enjoying the process of putting outfits together and experimenting.”

Avril is a big fan of colour.  “Colour has taken over my wardrobe now.  I’m in a new phase of my life, not only having retired, but I’ll be 60 this year.”

She has no plans to retreat into the shadows.  “I want to celebrate my age, without appearing to try too hard.”

She’s inspired by people who know what suits them.  “Princess Diana was inspirational for me.  Our figures were similar and she dressed to suit her shape.  I also enjoy how TV presenter, Alex Polizzi, dresses.  She’s adventurous.”

Avril is having fun pushing her sartorial comfort zone.  “I wear purple nail varnish, and recently bought some new pieces, including a black lace jacket and an asymmetric fluid tunic.  I’d love to experiment with vintage!”

What’s inspiring about Avril is her obvious excitement about embracing new colours and looks.  She nails it perfectly – she’s youthful and adventurous in her choices, but avoids age-deception of what she can pull off.  That’s a tricky balance.

Avril certainly isn’t retiring in the style department.  She’s opening herself up to inspiration and experimentation.  “A friend said I am like a butterfly emerging from a chrysalis.”

Biggest fashion disaster? “A matching coral jacket and skirt from Viyella. I saw it on someone else, and thought it looked good – big mistake!”

Best outfit ever? “My wedding dress from 1990.  All the bridal dresses in the shops at the time were inspired by Diana’s gown.  I was in despair, wanting something simple, fitted and chic.  I couldn’t find it in the shops, so I bought a pattern, got some fabric from Liberty and had it made.  I loved it because it was so ‘me’, so different from anything I’d seen.”

Advice for women seeking their own style? “Don’t be afraid of colour.  And don’t give up, no matter what your age.  My 85 year old mother looks a decade younger when she lets me put some make up and a colourful scarf on her.”

In next week’s interview, Sarah Guerra talks about learning to dress for yourself.

There’s a great quote by 1960s artist, Richard Merkin:

“People today want approval for the way they dress, which is the kiss of death.  You can’t really do your own thing unless you know who you are.  I think there is a very delicate kind of merger between your clothes and your personality, a give and take between who you are and what you are wearing.”

Enter Patrice Jones.

“I know what’s me.  That theme runs through my whole wardrobe,” she says.  ”I know my shape and what suits me.  I’m really comfortable with my body.”

I ask Patrice if her style is learned or instinctive.  ”It’s both,” she’s quick to say.  ”I do have a knack for clothes.  I read a lot of fashion magazines and blogs to learn what shapes suit what bodies.  But it’s also instinctive – just going with what feels right.”

As for style inspiration, her grandmother was her muse.  ”She was a seamstress who made all her own clothes, even her lingerie.  Her style was very Mad Men – kitten heels, gloves, beautiful jewellery and shaped dresses. She always made an effort.  That’s important to me – making an effort.”

Interestingly, Patrice’s wardrobe has lots of different looks, not just the 1950s style that suits her shape and personality so well.  ”My clothes say that I’m feminine, playful and girly,” she says. That knowledge, as a kind of core, allows her to experiment with different styles and still look true to herself.

“I’ve learned to feel confident in my style – when I go with my instinct, I know the shapes and colours that will make me feel amazing.”  Knowing who she is gives her the courage to step outside her sartorial comfort zone.  ”I’m getting married next year, and my dress isn’t what I originally imagined it might be.  I’m going to have a real princess moment.  I’m taking a risk, and I’m proud of myself for that.”

She’s beaming when she talks about her fiancé Phil, and ‘the dress.’  Words that come to mind when I’m chatting with Patrice: romantic, ladylike, vintage, yet totally modern. Grown-up girly. Old Hollywood, but so down to earth and accessible.  Ease.  And that smile….

Something tells me that she’ll pull off that princess look just beautifully.

Biggest wardrobe disaster? “I went through a shell-suit phase in the 1980s and 90s – with big hair too.  What was I thinking?  Just horrible!”

Best outfit ever? “I bought a beautiful grey silk dress from a market – very 50s, with a nipped-in waist and a full skirt. Usually, I’d have walked right by that dress.  I had been really unhappy in my marriage for the past three years, and wore dowdy things to cover myself up. I’d lost who Patrice was. When I left my husband, I started to find myself again. I was shopping for a Christmas party outfit for work when I tried that dress on. I looked in the mirror and it was a true Cinderella moment, like I was reborn.  That dress was a turning point for me – I thought ‘I’m back – this is ME!’  At the party, person after person said how amazing I looked!  From then on, I started dressing differently.”

Top tip for women looking for their own style? “Get to know your body shape and proportions, and don’t slavishly follow trends that don’t suit you.  Read fashion magazines and blogs for the how-to, but then think about what you will really love wearing.  Follow your instinct and experiment.”

Patrice in “the dress that changed my life.”

Next week, Avril Charnock on what happens to your style when you retire…

“I love going bare-foot,” Mel declares.  She adds that “the thought of a handbag clutters my mind – too much stuff, especially with kids.  When I’m out without children, I prefer not to take a bag at all.”

Some key themes in Mel’s wardrobe align perfectly with her personality: practicality and simplicity.  But in a good way, like Parisian women who make simple chic look so, well, simple.

When I met Mel a few years ago, I was intrigued by her strong sense of style.  She has a knack for mixing silk, pearls, leather and denim, without looking try-hard.  The more I got to know Mel, I realised that her style was actually a combination of her clothing choices as well as her subtle mannerisms, gestures and her strong sense of self.

Mel attributes her no-fuss attitude to clothes to growing up in South Africa.  ”I don’t do stiff or snooty,” she says.  ”I prefer cool and plain – classic beautiful things with a twist.”

So what does her wardrobe say about her?  ”My clothes say I’m easy-going, straightforward and individual, but with a little mystery.”

“I was really confused about my style post-kids,” she adds.  ”It was a whole new era for me.  I used to be really trendy, but then had to accept that I couldn’t be a fashion victim anymore.”

She’s quick to add that she still loves fashion: “the first thing I think about in the morning is what I’m going to wear today.”  But fashion is a means of expressing herself (“when it suits me”), rather than something she feels compelled to conform to.  ”I’m not label-orientated,” she says.  She’s most comfortable accessorising with her trademark scarves and long strings of beads.  ”There’s an Italian scarf I bought when I was 15 that I still wear and love.”

Trying to capture the essence of her style, I ask what inspires her.  ”It could be anything, maybe a vintage bicycle or a scooter.  Or watching people in quirky cafes, like those you find in Paris – I’m inspired by street style.  Books.  Art.  Old furniture.  Traveling.  For me, it’s not about copying a particular celebrity.”

Chatting with Mel, she exudes a laid-back chic that you’d love to patent and bottle.  She’s humble, funny and enviably comfortable in her own skin.  She laughs easily.  And somehow that combination of clothes and accessories that might look clumsy on somebody else just come to life on her.  She creates a look, then owns it.

“My clothes are really important to me.  They convey the message about how I’m feeling, and in what space I’m in at that moment.”

Actually, what her clothes say so convincingly is, “I’m really happy being me.”

Biggest wardrobe disaster? “My grunge era – big t-shirts, lots of black, chunky black boots and torn clothing.”

Best outfit ever? “One is my wedding dress.  The other is a pink vintage dress that I’ve had since 1999.  That dress has a story.  I was living in Cape Town and my then boyfriend (now husband) was living in London. We’d been dating a year or two, but hadn’t seen each other in 8 months.  I bought that dress for his sister’s wedding, wanting to look amazing, not having seen my man in so long.  We had such an incredible time together during those 3 weeks – sunset picnics on the beach, cocktails, fun with family and friends and the best new years ever. It was such a high before he left again.  So that dress reminds me of love, romance, sunshine and some of the best times of my life.”

Top tip for women looking for their own style? “Wear what suits your colouring and body shape.  Then follow your instinct.”

Next week, Patrice Jones reveals what her clothes say about her.

‘For a psychologist who examines the intricacies of dress behaviors, my own wardrobe is surprisingly simple.  My closet choices were motivated by preference and creativity. After receiving mixed reviews from stirring the style pot, I attempted to dress in a way that garnered external approval.  This included the all-black clad late 90s Jennifer Aniston, the Lily Pulitzer polo and embroidered skirt wearing prep, the American Apparel clad trend chaser, and the Louis Vuitton loving slave to logos!

These choices based on insecurity and fear of “not getting it right” were inauthentic and as a result, I did not recognize my reflection.  The clothes I wore from these times were often left in the back of my closet or tossed in the giveaway pile.

As my style maturity paralleled my developmental growth, and I was comfortable in my own skin, the simple classic pieces punctuated with an exclamatory accessory were “me.”  I purchased in volume, fearing that my new look was somehow scarce.  The clothes, shoes and accessories that crammed my small closet provided unlimited options…that were ultimately overwhelming!  Buying in bulk was simply the reoccurring fear of “not getting it right.”

It is amazing how many demons can hide in an already crammed closet, so it was time to clean it out!  Now, I have a wardrobe of classic blank canvas “work horse pieces” (a black sheath, dark jean, and white tank) that are infused with life when paired with my over-the-top accessories.  These include onyx and jade enameled Deco earrings, giraffe print platform pumps, and a vintage monogram Monceau bag.  Once a place of confusion and insecurity, my closet now contains all the pieces that externally express the internal “me.”’

Biggest wardrobe disaster? “Probably during my logo obsession phase when I had no financial right to wear the things I bought, but wore them for that very reason!  Coach shoes, a Louis Vuitton purse, a Dooney and Bourke tote, a Lily Pulitzer embroidered dress, and Burberry umbrella.”

Best outfit ever? “A black taffeta fit and flare skirt that ties with a sash at the waist, a pleated white halter neck collared tuxedo shirt, black onyx and jade Deco earrings, and a black grosgrain peep toe platform…simple, classic, and menswear-inspired. I wore this outfit when I went to The Homestead in Hot Springs, Virginia, a resort that I have been visiting with my family since I was a little girl. Surrounded by my parents, soon-to-be in laws, and fiancé, I celebrated my birthday…and began planning my wedding that would be held there the following year. I wore it again for my bridal shower, which was held in my childhood home. Seeing that outfit transports me to those special times and meaningful places with the ones I love above all else!”

Top tip for women looking for their own style? “Don’t make any changes – start with observation.  Collect pictures or take notes on your favorite looks. Over time you will notice a long lasting pattern in your fashion preference. Find pieces inspired by your style file that suit your body, age, budget, and lifestyle.”

Next week, Mel Roets reveals what her clothes say about her.

Photo Credit: Rebecca Bixler Photography

Book: You Are What You Wear

Blog: The Psychology of Dress, Psychology Today

Email: drbinsideout@gmail.com

Website: http://drb-insideout.com

YouTube: DrJennyBaumgartner

Twitter: @drjennyb

Facebook:  Drb Insideout

Clothes are powerful things.  They can transform us, making us feel bold, individual, beautiful and playful, helping us stand out or blend in, according to our mood.

What we wear can mark transformations in our lives and how we see ourselves.  Whether we’re aware of it or not, our clothes also invite others to see us in a certain way.  Pattern, colour, texture and fabric – and the alchemy we use in putting them together – express our particular style and how we’re feeling right now.

But our clothes can also cause anxiety, or mark an identity that no longer jives with our current reality.  Most of us have bought something, loved it and worn it at every opportunity.  And yet the following year, it just doesn’t feel right anymore (“what was I thinking?”).  We’ve moved on.

Maybe other things have challenged our relationship with clothes  – kids, a significant birthday, a new job or a big life change.  For some of us, the result can be a major style shift, exciting, but challenging, as our wardrobe slowly catches up with our new situation and mindset.

This week, meet Antonina Mamzenko, Contemporary Portrait Photographer:

“I want my clothes to convey who I am, but without looking like I’m trying too hard. I always admire people who seem to just throw an outfit together and it looks incredibly stylish, but very casual at the same time.

Because I am the representation of my brand, the way I dress – even in everyday situations – has impact on how people perceive my business.  I need to make an effort everyday.

As a mum, it’s difficult to think about your clothes.  Having a capsule wardrobe of pieces that work together (and are quickly interchangeable if a top has to go into the wash, for example), is priceless.  But it wasn’t always like that.

Until I actually knew what I wanted to do with my life, I didn’t know how to dress either.  I was concerned with what others would think, and tried blending in with the crowd, scared to be noticed.

When I made the decision to pursue photography, leaving a string of corporate jobs behind, I felt liberated as to what I could wear. And that’s considering all the companies I’d worked for didn’t even have a strict dress code!  I could have worn jeans if I wanted to.

Still, I felt unable to really express myself through clothes – probably because I wasn’t expressing myself in my work life.”

Now as my own boss, I dress however I want.  I put together things I would never have considered before, and I don’t really care about what people think, because this is ME.

Biggest wardrobe disaster? “So many…But probably all the mummy outfits I wear when going to play group, or when my 1 year old won’t allow me to dress properly – those outfits can be pretty diabolical.”

Best outfit ever? “A simple tunic top, skinny jeans and a colourful necklace in the photo below.  I love how I look there (that’s rare!).  I felt really good – that’s why the outfit just works.”

Top tip for women looking for their own style? “Find yourself first and feel comfortable in your own skin.  Then find a look that’s uniquely yours.”

www.antoninaphotography.co.uk

Next week, Dr. Jennifer Baumgartner tells us what her clothes say about her.

Check.

Holiday cocktails?

Check.

(water schmater…)

Cold temps?

Check.  Crank up the central heating.

Sofa surfing?

Oh yeah.

And then we wonder why our skin has lost its radiance.  Sound familiar?  5 Experts help you get your glow back, just in time for the new year…

Eve Lom, Facialist and Skin Care Pioneer says: boost your immune system for great skin.  Stay:

1.  Oxygenated: breathe through the nose in very cold weather – it warms up the cold air and filters airborne particles.

‘Vitaminated’: maintain a balanced diet, with a dash of comfort food in between.

Hydrated: with a lot of water at room temperature.

Lubricated: with an extra intake of Omega 3-6-9 in your diet.

2.  Have a Routine: Cleanse and exfoliate on a daily basis and only apply lubricants to the areas with no open pores (under the eyes, the orbit of the eyes, under the chin and the throat).  Also when skiing at high altitude, use a high SPF all over the face, but remove it before bed.

Eve Lom, 2 Spanish Place, London, W1U 3HU.  Tel:  020 7935 9988; E-mail: eltreatments@btconnect.com

Dr. Sharon Pitt, Nutritionist, Dr. Marilyn Glenville Clinic, says:

give your liver a holiday detox.  If your body is cleansed from within, it shows on the outside as radiant skin.

1.  Eat differently: Saturate your body with antioxidants by eating plenty of lightly steamed and raw vegetables in a spectrum of colours, and a moderate daily helping of fruit.

Add Omega 3 fatty acids to your diet – found in oily fish (like salmon), nuts, seeds and avocados.  Omega 3s help to calm inflammation within the body and skin.  Eating the right fats benefit your skin by keeping it soft and supple.

2.  Drink differently: Try to avoid alcohol, caffeine and sugary drinks.

Drink plenty of water and consume enough fibre to ensure regular bowel movements to help flush toxins out of the body.

Start each day by drinking a cup of hot lemon water each morning – it’s a great cleanser for the liver, aids digestion and helps promote healthy skin.

Contact Dr. Pitt via www.marilynglenville.com

Maya Fiennes (International Yoga Expert) says: as tempting as it may be to abandon your exercise routine, keep moving!  These yoga poses are perfect to get the skin glowing.

1.  Ego Eradicator: Stretch the arms overhead at a 30 degree angle for balance, thumbs pointing up and fingers in a fist.  Keep your elbows straight as you apply the Breath of Fire (inhaling and exhaling equal amount of air through the nose, just like sniffing).  This is the most effective detoxifying breath.

This position stimulates the pituitary gland, opens the heart and strengthens the magnetic field, making you glow.  It also aligns the ego with the soul. Thumbs touching each other, release the fingers and exhale.

2.  Child Pose:  kneel down on the floor with arms along your body behind you, forehead on floor, and chant “ONG SO HUNG” for 3 minutes.  This pose fills the cavities with oxygen and clears wrinkles.

www.mayaspace.com

Dr. Nicholas Perricone, Celebrity Dermatologist, says:

1. Be food-aware: If we understand that the foods that promote weight gain also damage the skin, causing sagging, wrinkles, discoloration, loss of radiance, enlarged pores and acne, that extra Christmas cookie and calorie-ridden egg nog might not seem so appealing.  If we eat a little can of salmon and an apple instead, our skin will take on a new suppleness, clarity and radiance.

2.  Cultivate good habits: As with exercising, we need to establish regular, healthy habits and regimens.  We should strive to get as close to 8 hours of sleep per night and learn to not skip meals, including breakfast.

Implementing these simple rules will eliminate the pro-inflammatory habits we fall into and help us to achieve and maintain optimum weight, even during this busy time of year.

http://www.dailyperricone.com/2011/12/breaking-bad-habits/

Pablo Rodriguez, Senior Makeup Artist, MAC Cosmetics, says:

here’s how to keep looking radiant – especially after a hangover – this party season.  The best morning-after beauty routine starts with your skin.

1.  Drink water and hydrate your skin:  Spray ‘MAC Fix +’, which contains camomile, green tea and cucumber to condition it.  Apply caffeine-based ‘MAC Fast Response Eye Cream’, to de-puff the eyes and fight dark circles.  And finally, moisturize your face and neck with ‘Strobe Cream’, packed with minerals and antioxidants, which reflects light for an instant glow.

2.  Brighten up with a touch of colour:  Try ‘Pink Swoon’ Blusher, to the apples of your cheeks, a bright lip colour – Lipglass in ‘Pink Poodle’ – and curl the lashes to open up your eyes.

www.maccosmetics.co.uk

What are your top tips for staying radiant?

Designer fashion lovers rejoice!  Prada really does light up our lives – or at least part of our brains.

In a BBC special on Superbrands, neuroscientist Professor Gemma Calvert, says: “It’s clear that brands do really work on our brain and change our perceptions of reality.”

Professor Calvert used an MRI scanner to analyze the brain responses of a designer fashion-lover while the subject viewed images of handbags.  The £15 handbags from Tesco and Primark did not register any out of the ordinary brain response.

But the luxury handbags – including Prada, Gucci and Dior – lit up the pleasure center of the woman’s brain, the area linked with craving, addiction and reward.

Why are we so excited by high-value objects anyway?

Ted Polhemus, style anthropologist and author, suggests items (like expensive handbags) are identifiers that help to define our ‘style tribes’:

‘these are precisely the kinds of things which people use everyday to differentiate themselves from the mass and at the same time to signal their affiliations with ‘Our Kind Of People’.

By expressing ourselves stylistically with the ‘right’ clothes and accessories, we symbolically express ‘who we are, and where we’re at,’ Polhemus adds.

So Prada, (or any other designer brand), signifies where I fit in, or aspire to fit in?

Essentially, yes.  We want to wear the right things to ‘fit in’, but we also want to look slightly better (or different) than others in our group.  That’s why some of us opt for high-value labels.

Dr. Jennifer Baumgartner, psychologist, blogger and author of You Are What You Wear: What Your Clothes Reveal About You, says:

‘In the modern world, we no longer establish ourselves in the hierarchy of our outgroup and ingroup through hunting, symbolic tribal wear, ability to foster many offspring, etc.

We find a higher place in the hierarchy by accessing the associations we have created through classical conditioning to define success.  Although money has no inherent meaning, we have learned to associate it with success.

Wearing high-value designer items makes us feel successful, thus heightening our place in the hierarchy within our group and in society at large.

When observers viewing designer bags experience increased brain activity, it is not the bag they crave, but the associations with the bag…a place at the top of the hierarchy.’

Fascinating. But can’t I save a bundle, and just buy fake Prada?

It’s not that straightforward.  The value of the Prada handbag (or the Rolex, or whatever the designer item) has nothing to do with its function.

Jonah Lehrer, contributing editor of Wired magazine says ‘Instead, it depends on the intact authenticity of the brand.’

Wearing fake designer products don’t give you the expected ego boost, says Roger Dooley, blogger and author of Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing.

In fact, Dooley refers to research which shows that wearing designer look-a-likes actually reduced self-esteem.

Dodgy & Gabbana?

On holiday this summer, I checked out a stall selling handbags and leather goods, most of which were designer knock-offs.

Amongst the shelves of Dior and D&G, a salesman saw me inspecting a fake Bottega Veneta intrecciato handbag.  The genuine article retails for £1,440 on Net-a-Porter.  The kiosk knockoff was £350.

In fairness, the fake was beautifully crafted from genuine, butter-soft leather (hence the still-hefty price).  The bag was, in fact, a dead ringer for the real Bottega.

The salesman’s pitch?  ‘Genuine Bottega Veneta never displays a logo on the outside anyway.  No one would know.’

Hmm.

I would know.  And every time I got a compliment from an observer, would I feel fabulous or phony?

The authenticity of products from brands we admire clearly do impact our self-image.

For label-lovers amongst us, wearing real designer fashion might signify that “you’ve arrived”.  It might even light up your life (and indeed parts of your brain).

But the real takeaway is this:

By wearing authentic fashion brands we respect, we align our sartorial choices with how we want to be perceived (stylish, affluent, individual, and so forth) within our ingroup or style tribe.

Wanting to distinguish ourselves within those groups – be they friends, colleagues, family, associates – isn’t necessarily about coming across as better, richer or more fashionable.

It’s also about being yourself; about expressing authenticity.

And if we feel authentic within ourselves – enhanced by the fashion choices we make – ‘we’ll convey that feeling to those around us’, Roger Dooley adds.

That’s how you truly light up a room, in Prada, Primark, or anything in between.

What about you?  Is this YOUR brain on labels?

Forget the neuroscience for a minute – how do designer brands make you feel?

In a very different context, your clients want more too.

You might ‘wow’ a meeting in a sharp suit and Italian loafers.

But bigger picture, you’ll need more than looks to make your mark.

Then again, you’ll probably need more than being good at what you do.

(Shania wasn’t satisfied with ‘just’ a rocket scientist either!).

Appearance matters, especially during an economic downturn.  It’s a way of communicating your professionalism, and an understanding of your industry.

There’s a practical element to professional image – the how-to components, like the right wardrobe for work, or mastering the perfect handshake.

These aspects of your personal brand, or professional image, signal that you understand the codes of your industry; that you behave and dress the part.

Appearance helps to get you through the door, and continues to demonstrate membership in your industry.

But alone, it’s a shaky life raft for your career.

‘So you’ve got the looks, but have you got the touch’…at work, that is.

The ‘touch’ – to take serious liberties with Shania’s meaning – happens when the inside (your substance/skills) and the outside (your packaging) work together to communicate who you really are.

You’ve got to be good at what you do.

You might have the basics of dressing and grooming down pat.

But how do you take your personal brand to the next level?

My previous post built on Sally Hogshead’s concept of Personal Brand vs. Personality Brand.

The magic ‘touch’ is adding your authenticity.

It’s about identifying and harnessing your unique facets – your skills, experience, personality and yes, your packaging – and using them to best effect.

Meet Markus.

He used to work for a big corporation, and spent a bomb on slick suits to look the part.  He has a first class degree from a top university, meaning he had the brains to match the Brad Pitt looks.

But then Markus ceased being ‘a suit’ when he became self-employed.

Suddenly there was no corporate brand enveloping him, no logo, no shiny glass building propping up his reputation.

His arsenal of Armani suits didn’t cut it anymore.  They didn’t say enough about who he was without a big company name behind him.

Markus had to infuse more individuality in his personal brand, while still preserving his professionalism.

He needed to demonstrate his creativity alongside his credibility to potential clients – the brains plus the looks.

He went a step further by bringing some fun and a little of the unexpected into his presentations and his packaging, which aligned perfectly with his personality.

He found the touch.

The Takeaway?

Looking good at work matters.  If you’ve got the looks, but haven’t got ‘the touch’, you can’t impress me (or anyone else) too much – at least in the long run.

But sorry Shania, I disagree on the Brad thing.

Mr. Pitt’s good looks are backed by world-class acting skills, AND a rock solid personality brand.

That, I’d say, is pretty impressive indeed.

Now it’s your turn…

What’s your view on bringing personality into your personal brand?

Photo by Chermiah via Flickr

‘You’re not going to Gok me, are you?’

A client asked me this question as we kicked off an image advisory session.  I was intrigued.

She was a senior executive at a pivotal point in her career.

Frankly, I wondered why she was here.

She was successful, and didn’t need advice on makeup or which shapes of clothing suited her.

She didn’t need help on making a good impression.  She’d nailed that too.

Still, she hired me, interested in my deeper approach to executive image.

It turns out she was after something more complex: connecting with and inspiring her expanding team.

As I listened, I realized that as her career progressed, she needed to optimize the alignment of her appearance with her personality and her skillset.

She’d ‘outgrown’ her existing personal brand.

Metaphorically speaking, she said:

“Mandy, I need a foundation deeper than Clarins.”

I couldn’t do a process on her, like I could, say, with a graduate trainee who needed help with grooming or colour analysis.

She needed something more sophisticated.

Yes, we tweaked her corporate appearance (a process I did).

But I also coached her (a process where she did the discovering).  Together, we aligned our work with her new role.  Exciting stuff!

Having been a “ball-buster” (her words) to get ahead in her career, she needed a new approach.

My client realized that:

She knows who she is.

She looks fine.

She gets how she adds value at work.

But she needed to allow her more human, funny and vulnerable side to come forward.

She wanted to look more approachable, less hard-edged.

So we ditched the angular Annie Lennox suits.

I softened her hair and make up.

I coached her on connecting skills – smiling and listening genuinely, offering support and mentoring.  My client also had a cracking sense of humour, which she started sharing more often with her colleagues and during presentations.

The A-HA moment was our discovery of the key difference between:

‘Personal Brand’ (a set of useful skills – writing a great CV, and dressing for success, for example)

and what speaker and writer, Sally Hogshead, calls:

‘Personality Brand’ (an authentic expression of who you are, when you’ve mastered the other stuff).

People like my executive client need ‘a more sophisticated instrument’ to use Hogshead’s apt phrase, to express their evolving personal brand.

Looking good is part of the ‘personality brand’.  Being an ace at what you do plays a role.

But most importantly, it’s about imbuing both with your personality.

That’s where the magic happens, both for you and those around you.

The Takeaway?

Gok rocks.

For those of you who aren’t familiar with his show, Gok Wan is a television stylist in the UK.  He often does a full makeover on a woman – clothes, make up, hair – which is ‘unveiled’ to her at the end of the show.  It’s a surprise, a fait-accompli.

The woman has not participated or guided Gok.

He is the expert.

She is the recipient.

There are tears and hugging.  It’s jolly good entertainment.  We all love a ‘before’ and ‘after.’

The thing is, my executive client didn’t want a “ta-da moment.”  She needed to be there, a hands-on participant and guide in the process.

I assured her, I don’t Gok.

A few months later, one of my client’s colleagues came for an image advisory session.  She offered some feedback on her boss.  “She’s so inspiring.  We’ve really gotten to know her!”

How about you?

What’s your view on personality vs. personal brand? (Have a read of Sally Hogshead’s blog on this)

Would you rather an expert just told you what to wear?