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Develop Your Personal and Professional Brand Dress Policy
04 December 2015
was in the news recently for not allowing Australian singer, Kate Ceberano into
their business lounge because she didn’t adhere to the dress code rules.
According to their guidelines the wearing of thongs, gym wear, boardshorts, Ugg boots, revealing,
unclean and torn clothing are not permitted. The introduction of the dress code
last year was so doubt because they airline didn’t want people in their lounges
to look like they were in their own lounge room at home or at the beach or local
One of the blog comments to the news item said that not
wearing thongs should be common sense. True but in my experience as a personal
brand and image consultant, common sense is not always common practice.
I am often asked to advise on corporate image
and wardrobe for professionals. On one occasion I was given a brief by a very
large financial services organisation. They wanted to address the problem of
“too casual” saying that skimpy shoe-string strap tops and wearing thongs to
work were quite normal. How could they fix that? I’ve also been asked the
question of the appropriateness of wearing Ugg boots to work. Really? James
Bond movie actor Monica Bellucci apparently refused the offer of Ugg boots to
wear in her film trailer preferring to wear sky high Louboutin heels.
Both Bellucci and Qantas have a brand image
and one way to demonstrate and maintain that is through visual appearance. So
too with your own personal brand or business brand. In
your role if you want to be seen as a leader you need to look like one. Your
clothes, appearance and grooming really are the external image of your brand.
What brand image are you projecting and do you have adefinitive dress code policy for employees?
How do people know what is expected if you
don’t tell them? And if you’re an employee it is your job to ask what the
dress code is and observe how the senior management or leaders in the
Your dress policy should be written out and
given to all employees when they sign up for their new role. It should clearly
overall brand image of the organisation
to business dress and appropriate office wear
to the wearing of uniforms if appropriate
meeting and networking expectations
to casual Fridays, including policy on jeans if appropriate
and accessories including body piercing and tattoos
appearance including grooming
wear if it is part of your industry or your clients
Remember if your outfit could speak – what
would if say about you and your company?
Want to know more about personal branding and
personal PR. Download your copy of The Power of Personal Public Relations.
Currie is a personal branding specialist and director of Sue Currie
Communications an agency providing an integrated strategy of personal and
professional public relations solutions to help business owners boost their
image, renown, brand and business. Through speaking, corporate workshops, and
consulting, Sue helps businesses and individuals to stand out and shine.
1300 723 713