Your Style, Your Brand

Cultivating a Consistent Style

Why does style matter?  Why are the clothes we choose to wear important to anyone other than ourselves? And why should we aim for consistency in our wardrobes?

Whether we like it or not, people will judge us by the way we look.  It's just one of those uncomfortable facts of human nature.  In the first three seconds of encountering someone, they will make a myriad of snap judgements about you: about your clothes, your style, your appearance.  They will also ascribe certain qualities and characteristics to you, based on these initial impressions.  These snap judgements are largely unconscious...and yet once they are formed, they are very difficult to change.

This may not be news to you, but it is something to consider carefully. If your initial impression is that lasting, how do you want the world to perceive you?  How do you want to present yourself to the world?

Another point to ponder is that your appearance is your brand.  Not only should it accurately reflect to the world who and what you are, it should also remain consistent.  Think about Coca-Cola for a moment.  Do you see in your mind's eye the trademark for Coke?  What comes to mind  if you think "McDonald's"?  If you are like billions of other people, the golden arches are what comes to mind.  Did you know that these trademark symbols alone (not including the actual businesses) are worth millions of dollars?  Any brand that can instantly bring to mind the qualities associated with it is extraordinarily valuable.  And you want your image to do just that for you!

For a moment, let’s examine the French concept of style.  French women spend their teens and twenties trying out different styles and personas. They believe these years are meant for experimentation; in fact, French women don’t consider themselves “finished” until they reach their thirties. Once “finished” they have their style and they stick with it throughout the rest of their lives. Here in America, we are encouraged to constantly re-invent ourselves.  We seem to have lost the whole point that true style takes time to cultivate. No wonder out closets are overflowing…we need to house clothes for multiple personalities! The French would consider that to be immature. For them, consistency in style is a marker of maturity and of a life under control. The truth is that when you present a consistent image to the people around you, they will subconsciously trust you more and feel that they know you better. Rapport is easier to establish and maintain.

But remember: Your personal style is reflected in what you actually wear. It's not reflected in the clothes hanging at the back of your closet with the price tags still on, nor is it reflected in the piles of fashion magazines on your bedside table. Others don't see your closet, they see YOU! Choose how you want the word to perceive you, and then dress accordingly!


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