by Sandy Huang, originally published in the Vancouver Observer on January 23, 2012.
Even for a successful woman and business leader, Karen Flavelle has an enviable track record. The president of Purdy’s Chocolates, a fixture of households in Western Canada since 1907, Flavelle was a finalist for Business in Vancouver’s 2005 Influential Women in Business award… read more…
As a business consultant who often works with marketing strategies, I’ve seen and written about numerous marketing pitfalls in the past. One little known marketing mistake that I haven’t addressed yet is overlooking how we dress.
We may have invested in branding and marketing our companies, but few remember that WE are an extension of our business. First impression counts. We evaluate a business by looking for a professional website and marketing materials. The same applies when we decide who to conduct business with, by taking into consideration how appropriately this person dresses.
Here are a few general rules-of-thumb:
1. Dress Appropriately to the Occasion
Depending on the context of the business situation, you may dress differently. For example, if you’re attending a business networking event with other professionals, you can count on attendees showing up in suits and ties. It would then be wise for you to follow suit. If you’re playing a game of golf with colleagues, on the other hand, then it makes sense to dress casually and appropriately for the sport. The occasion should dictate what you wear: black tie, formal, business casual or casual.
2. Dress Accordingly to Your Audience
There’s a saying that goes, “don’t dress for the job you have, dress for the job you want.” If you’re meeting an important client or a prospect, it may be wise to dress up and be presentable as you never know when the next sales will come from. Making the first impression counts. On the other hand, if you’re meeting a supplier, business casual may be sufficient, if the occasion calls for it.
3. Industry Standards Apply
If you work in finance or are conducting business with the financial industry, you can expect very professional attire. On the other hand, if you’re meeting a group of engineers on a construction site, showing up in suit and tie will most likely make everyone uncomfortable. With the same logic, creative fields tend to be more relaxed about dress code.
What you put on every morning is your personal marketing message to the world. Is that message “I care and value your business and my relationship with you”? Again, you’re a representative of your company. Invest in your wardrobe as you would in your company’s marketing, and that’s one of the “little known marketing strategies” I recommend.
