The Situation:
How to create a personal brand
The Solution and Action Plan:
Jim was being considered for partnership but the feedback had been that his lack of a distinct personal brand was holding him back. His coach at the firm suggested that Jim was worth investing in and I was asked to work with him. Jim did not understand because he always wore a suit when needed and most of the time, appeared well groomed.
Jim clearly had all the skills to be a partner and was committed to ensuring his personal brand represented his style and role as a partner. He was a nice looking man in his late 40s, average in height and build. However, his clothes were ill fitting, his suit was too big all over and a gray suit color left him looking sickly. Jim’s shoes were fair in quality but his hands and hair were not properly groomed. At outdoor client outings, his clothes always looked wrinkled.
In reviewing Jim’s closet I found that most of his clothing was dated, inexpensive and in the wrong colors. His shoes and accessories were also out of style and inconsistent in quality.
We worked on Jim’s new three season wardrobe of two suits, several ties, a dozen shirts and a mixture of casual shirts for on and off the golf course along with quality leather dress and casual shoes and complimenting belts. We were able to save a few of his sports jackets by getting them tailored by my master tailor who also changed their buttons.
Grooming included a new, updated haircut, getting him the right shampoo and providing critical tips on how to maintain clean and groomed hands. Jim liked to work in the yard so a good hand soap for getting his nails clean, sans dirt from the yard, was recommended.
The Outcome:
Jim was amazed at how much better he felt and how much more confidence he possessed. He received many positive comments and compliments by several of his peers, a few directors and even partners at a company leadership conference. His company coach now feels he will be selected partner in the next go around. Jim now has guidelines on how to choose the right clothing choices and products to maintain his new personal brand forever.
Smile in the mirror. Do that every morning and you’ll start to see a big difference in your life. Yoko Ono