AICI GLOBAL          G R O W I N G   Y O U R   B U S I N E S SMASTERINGTHE WORLD OF IMAGECONSULTING                       ...
Education. Experience. Excellence.                                                    VIEWPOINT2012 | 2013AICI BOARD OF DI...
INSIDE THIS ISSUE                                       PUBLICATION CREDITS                                       Issue 1 ...
MASTERING THE WORLDOF IMAGE CONSULTING:                 CERTIFIED MASTERS SHARE SECRETS OF THEIR BUSINESS SUCCESS.WHO BETT...
Dr. Joyce Knudsen         HERE IS WHAT THEY HAD TO SAY:                          WHY IMAGE CONSULTING?                    ...
WHAT IS THE MOST EXCITING ACCOMPLISHMENT YOU HAVE                            MADE IN YOUR IMAGE BUSINESS?                 ...
WHY REINVENT THE WHEEL?A PIECE OF ADVICE ON ACHIEVING BUSINESS SUCCESS FROM OTHER CIMSWHO HAVE MASTERED THE IMAGE BUSINESS...
image training                                                       empowering& coaching                                 ...
THE PRODUCTIVE PROCRASTINATOR                           By John Perry                            John Perry is Professor o...
APPEARANCE AND STYLEINFLUENCERS SET THE STANDARDSBy Debra Linquist, MA, AICI CIP10 | January 2013 magazine
“THERE IS AN EXPECTATION FROM MANAGEMENT (OR                               THE HUMAN RESOURCES DEPARTMENT) THAT AN        ...
APPEARANCE AND STYLE IS IT TIME FOR A NEW HEADSHOT? By Thea Wood, AICI FLC Does the headshot you post online and in your m...
We build trust with new clients by actually looking like the image we market. Consistency and accuracy in howyou represent...
Perhaps no business concept has  COMMUNICATIONS                             dominated entrepreneurship as                 ...
01. Do Your HomeworkNetworking must begin with preparation. Not all                                                       ...
COMMUNICATIONS              THE ART OF PROFESSIONAL          COMMUNICATION               By Dr. Joyce Knudsen, Ph.D., AICI...
After you send a message, it goes through a shared space that contains “noise,” such as emotions,thoughts, feelings, and p...
COMMUNICATIONSSETTING BOUNDARIESWHEN YOU                                By Juanita Ecker, AICI CIPGIVE FREE TALKS         ...
I was recently asked to give a free talk to a Chamber of        originally given them. And, if I was truly going to be abl...
BUSINESS ESSENTIALS  LAY A STRONG FOUNDATION FOR YOUR BUSINESS                             By Brian Lipstein, AICI FLC    ...
Start With a PlanI love the saying, “Fail to plan, plan to fail.” Your business plan is the roadmap of your success. It sh...
22 | January 2013 magazine
Track your Data	    A business professor of mine at the Wharton School of            	    Taking it one step further, tact...
BUSINESS ESSENTIALS PERSONAL BRAND CALLED “YOU” By Vandita Singh                             I am often asked how         ...
Just as products and services rely on branding to project a certain positioning and value proposition, peopleneed personal...
BUSINESS ESSENTIALSTHE CHARACTERISTICS OF AWELL WRITTENBUSINESS LETTERContributed by Professional Edge Consulting26 | Janu...
RESPONSIBLE COMMUNICATION IS THE HEART OF ANY BUSINESS.Whether it’s an email, telephone communication, a proposal, or     ...
BUSINESS ESSENTIALS  BUSINESS  TRENDS TO  WATCH IN  2013                       By Chris Loney                             ...
The Association of Image Consultants International | 29
1.    ECONOMICAL AND ENVIRONMENTAL                                         as Nordstrom are taking advantage of such techn...
learn what your competitors may be doing in the upcoming year.7.  OW-RISK TO RISK-FREE   L                                ...
BUSINESS ESSENTIALSTAKING CONTROL OFBUSINESS TIMEWASTERS         with Jennifer Howard32 | January 2013 magazine
TAKING CONTROL OF BUSINESS TIMEWASTERSAs business owners, we run around most days with our “hair on fire “. “How and why d...
GLOBAL NEWS      AICI RISING STAR SHINES      BRIGHT IN MALAYSIA         Other Famous Malaysians         Jimmy Choo – Shoe...
MOVE OVER Jimmy Choo and other renowned Malaysians, and get ready for Evelyn Ch’ng, AICIRising Star. Evelyn is rising fast...
EDUCATION | LEARNING                                                                                                      ...
MEMBERS INTHE NEWSHelena Chenn, AICI CIM, received her Certified             Pat Gray, AICI FLC was profiled in May 30, 20...
IMPACT INTERNATIONAL                        MAKING AN IMPACT –                        IMAGE IMPACT INTERNATIONAL          ...
Revista AICI Enero 2013 "AICI GLOBAL"
Revista AICI Enero 2013 "AICI GLOBAL"
Revista AICI Enero 2013 "AICI GLOBAL"
Revista AICI Enero 2013 "AICI GLOBAL"
Revista AICI Enero 2013 "AICI GLOBAL"
Revista AICI Enero 2013 "AICI GLOBAL"
Revista AICI Enero 2013 "AICI GLOBAL"
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AICI GLOBAL Growing your Business. AICI GLOBAL is produced quarterly by Association of Image Consultants International, a non-profit organization dedicated to advancing the level of professionalism and enhancing the recognition of image consultants. AICI GLOBAL is published to promote the ideas, activities, interests and goals of AICI to its members.

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Revista AICI Enero 2013 "AICI GLOBAL"

  1. 1. AICI GLOBAL G R O W I N G Y O U R B U S I N E S SMASTERINGTHE WORLD OF IMAGECONSULTING TAKING CONTROL OF BUSINESS TIME-WASTERSNETWORKING:FROM “UHH” TO “AHH LAY A STRONG FOUNDATION FOR YOUR BUSINESS JANUARY 2013
  2. 2. Education. Experience. Excellence. VIEWPOINT2012 | 2013AICI BOARD OF DIRECTORS “AICI IS A PLACE TO MEET LIFELONG FRIENDS.” THESE WORDS FROM THE 2005 AICI CONFERENCE STILL RING IN MY EARS.President – Kimberly Law, AICI CIPPresident Elect – Time flies. It is 2013. The year that our new baby, the AICI Global Kathryn Lowell, AICI CIP Digital Magazine, is born!Secretary – We are entering a new post-2012 era with this new born E-baby. Cindy Ann Peterson, AICI FLC Energy always generates when something is re-born, refreshed, andTreasurer – Joanne Rae, AICI CIP revitalized. Synergy emerges also when such a “new” thing is deliveredVP Certification – through a great teamwork. Mihaela Ciocan, AICI CIP As one of the former AICI article writers, I have decided to take up theVP Chapter Relations – new role of Editor in Chief to celebrate my 10 years of AICI membership. Riet M. de Vlieger, AICI CIP This journey has been colorful, and like many of you, I walked throughVP Conference – stages from being a hesitating enrollee; becoming an Associate; attending Brian Lipstein, AICI FLCVP Conference Elect – conference; FLC, CIP and so on. With such an organized platform of Jennifer Howard, AICI FLC professional advancement, mentorship, events, and continuing education,VP Education – we are assured that we are not alone. We know hundreds of peer angels are Christina Ong, AICI CIM applying the knowledge and skill of image consulting to keep beautifyingVP Communications – individuals, and incorporate the society in other side of the rainbow. Magoe Johnson, AICI CIP Business success always relies on the strength of one’s network. WithVP Fund Development – Imogen Lamport, AICI CIP our joint effort over the years, we have built up a global network of imageVP International Relations – consulting practitioners, which enables us to become more globalized Valerie Antoinette Berset-Price, AICI FLC – ­ an advancement that will ultimately enrich our professionalism andVP Marketing – business circle. Nothing is better than an official magazine (empowered by Zayna Mosam, AICI CIP digitization) to serve and update members for achieving such global vision!VP Membership – We’ll have the articles from members in the fields, feature stories from Jane Seaman, AICI CIPExecutive Director – around the world, CEU calendars, and a lot more. Most importantly, we Molley Lopez, CAE have your support! A precious support by simply reading it (what you are doing!) Through this, we are but one, big image earth charter!AICI HEADQUARTERS Congratulations on our new digital magazine – AICI Global! She is1255 SW Prairie Trail Parkway waiting for your hugs and kisses!Ankeney, IA 50023Phone: 515-282-5500www.AICI.org Dr. Desmond ChanComments about the magazine? Editor in Chiefeditor@aici.org AICI Global Digital Magazine2 | January 2013 magazine
  3. 3. INSIDE THIS ISSUE PUBLICATION CREDITS Issue 1 03 EDITOR IN CHIEFPG Dr. Desmond Chan MANAGING DIRECTORIMAGE MATTERS Magoe JohnsonInformative Articles of Interest STYLE DIRECTOR Thea WoodPG 10SPOTLIGHTS BUSINESS DIRECTOR Karen Brunger ETIQUETTE + COMPORTMENT DIRECTOR Sangeeta BahlAll Eyes on You COMMUNICATIONS DIRECTOR Dr. Joyce KnudsenPG 20GLOBALIZING PROOFREADERS Beth Strange Bernie Burson AICI GLOBAL is produced quarterly by Association of ImageNews and Notes from Around the World Consultants International, a non-profit organization dedicated to advancing the level of professionalism and enhancing the recognition of image consultants. AICI GLOBAL is published to promote the ideas, 30 activities, interests and goals of AICI to its members. Responsibility is not assumed for the opinions of writers or other articles. AICI GlobalPG magazine does not endorse or guarantee the products it advertises. 2012 © The Association of Image Consultants International.BETWEEN US All rights reserved.Important AICI News and Information No part of this online publication may be duplicated or reproduced without permission from the publisher. While every effort has been made to ensure accuracy of the information included in the publication at the time of printing, the publisher shall not be liable from damages arising from errors or omissions. The Association of Image Consultants International | 3
  4. 4. MASTERING THE WORLDOF IMAGE CONSULTING: CERTIFIED MASTERS SHARE SECRETS OF THEIR BUSINESS SUCCESS.WHO BETTER TO ASK ADVICE FROM ON HOW TO RUN A SUCCESSFUL IMAGE BUSINESSTHAN OTHER IMAGE CONSULTANTS THAT ARE ON TOP OF THEIR GAME AND KNOW WHATTHEY ARE TALKING ABOUT! AICI’S (ASSOCIATION OF IMAGE CONSULTANTS INTERNATIONAL)OWN CERTIFIED IMAGE MASTERS, NO DOUBT! THERE ARE 10 MASTERS WORLDWIDECERTIFIED BY AICI, AND THEY CAN SHARE A THING OR TWO OR MORE ABOUT THEBUSINESS. THESE 10 IMAGE MASTERS OVER THE YEARS HAVE BEEN PIONEERS IN THEFIELD OF IMAGE CONSULTING, HAVE BEEN THROUGH TRIAL AND ERROR, AND ARE HIGHLYQUALIFIED TO ADVISE EVERYONE ON THE SUBJECT. AICI Global Magazine was able to catch up with AICI’s first two Certified Masters, Dr. Joyce Knudsen and Judith Rasband, who are the first to have mastered the business of image consulting. Both ladies were gracious to speak with me and share more than a thing or two about the real world of image consulting. Dr. Joyce Knudsen, PhD, AICI CIM, is the first image consultant in the world to hold the coveted “Certified Image Master” designation from The Association of Image Consultants International (AICI), as well as being the first AICI CIM trainer to teach abroad. AICI has honored her with its Image Makers Merit of Industry Excellence (IMMIE) award and its Award of Excellence for Education. She also played a leading role in a ground-breaking study sponsored by AICI, which showed image consulting services give a big boost to people’s self-esteem. Read more about Dr. Joyce Knudsen at www.ImageMaker1.com. Judith Rasband, AICI CIM, is one of the first to hold the coveted Certified Image Master award from the AICI. AICI has honored her with its Image Makers Merit of Industry Excellence (IMMIE) award. Judith has served on AICI’s executive board, as Advanced Education Chair, and as Ethics chair. Read more about Judith Rasband at www.Conselle.com.4 | January 2013 magazine
  5. 5. Dr. Joyce Knudsen HERE IS WHAT THEY HAD TO SAY: WHY IMAGE CONSULTING? JOYCE: It was a great next-step for me, having been a model, teaching modeling, and charm schools and doing voiceovers. JUDITH: Image management consulting is a natural application of the physical, social, psychological, and artistic aspects of dress, grooming, and body language studied in my undergraduate and graduate years, then later taught at the university level. WHO INSPIRED YOU OR WHAT WAS YOUR INSPIRATION? JOYCE: It was in my blood. I am a helping person and love all the aspects of image, especially behavior and communication. You can read my latest book on communication on Amazon, Symbols: The Art of Communication. JUDITH: Years of theater and dance experience taught me that image communicates! Fascination with that communication inspired me to major in the subject in college. Later, my own university students inspired me to develop a more relevant framework for the practical application of foundation theory. HOW DID YOU FIND OUT ABOUT AICI AND WHY DID YOU JOIN? JOYCE: I was a member of AFIC before AICI became International, so I was a charter member. I joined for credibility for the work I was already involved in. JUDITH: I was there, at the very first National Image Industry Seminar (NIIS) in 1980, a conference sponsored by PIM, Inc., of Colwell Industries. Attending every image industry conference since, I observed the growing pains of the fledgling industry, joining AICI as a charter member when it formed in 1990, striving to advance the industry. Judith Rasband DO YOU HAVE ANY IDEA HOW MUCH YOU ARE ADMIRED BY MEMBERS AND HOW MANY DESIRE TO BE SUCCESSFUL BUSINESS OWNERS LIKE YOURSELF? JOYCE: Not really. I never do anything to compete with anyone; I’m only in competition with myself. I am a very hard worker and strive for excellence. JUDITH: Not really, as I’m the quintessential “outlier” functioning much on my own, apart from an established AICI chapter. But regardless, I feel a tremendous responsibility to do right things right so that others may follow successfully. The Association of Image Consultants International | 5
  6. 6. WHAT IS THE MOST EXCITING ACCOMPLISHMENT YOU HAVE MADE IN YOUR IMAGE BUSINESS? JOYCE: Getting published by a literary agent/publisher. Now, I work with them! JUDITH: I’ve made my original Personal/Professional Style Scale, created as a solution to business casual issues, concerns, and confusions. Called “brilliant” by the gentleman who passed me off for my CIM, the Director of the Men’s Apparel Alliance, and by editors at the menswear DNR and Fairchild, I am thankful for inspiration in the face of desperation as I continue to map out the entire language of clothes relative to the Style Scale. Equally exciting, however, are my 12 Wardrobe Strategies, eight Figure Types with 89 figure variations, six Personal Style Types, and three Color sense applications. It’s a legacy I hope goes on. IF YOU COULD GO BACK AND DO ONE THING DIFFERENT IN YOUR BUSINESS WHAT WOULD IT BE? JOYCE: I would have charged more to show my value in order for others to see theirs. JUDITH: I would have studied the business end of the image business sooner. I am right to teach mastery before momentum in terms of technical knowledge and professional development, but it applies to business management as well. HOW DO YOU KEEP YOUR BUSINESS FRESH AND UPDATED WITH THE LATEST BUSINESS TRENDS? JOYCE: I keep up with the times. As a senior, I know that it’s very important to keep up with social sites, smart phones, and websites. JUDITH: I “keep my business fresh and updated” by being alert to the processes of social change. By being aware, I have always known what was coming, have prepared my market strategy in advance, and have been able to stay ahead of the pack. Hundreds of thousands of supposed image consultants have come and gone since 1980. I’m still here and going strong! WHAT IS ONE PIECE OF BUSINESS ADVICE YOU CAN GIVE TO THOSE OF US WHO WANT TO ACHIEVE SUCH LEVEL OF SUCCESS IN OUR IMAGE BUSINESS LIKE YOU HAVE DONE? JOYCE: I would tell them not to shop money. There is a substantial amount of investment that comes with every business, and image consulting is no different. You have to have a passion and KNOW that you will make it and be successful. JUDITH: My advice still stands, “mastery first then momentum.” Master accurate technical information and professional development skills before getting into the momentum phase of marketing your business. As you grow your business step-by-step, keep in mind, family first then business!6 | January 2013 magazine
  7. 7. WHY REINVENT THE WHEEL?A PIECE OF ADVICE ON ACHIEVING BUSINESS SUCCESS FROM OTHER CIMSWHO HAVE MASTERED THE IMAGE BUSINESS...ANNA WILDERMUTH: “My company’s success continues by being able to adapt to thechanges in the business and social environment. Second element that is most critical isalways adding new skills that continue to ensure client satisfaction. Third and not last ishaving working capital to grow the business.”OHMORI METHOD: “To discover, improve, and enhance your strong point, and keeptargeting a unique image consultant of your own. To make your best effort in order to solveyour client’s problems and bring confidence, gratification, and new possibilities to yourclient.”MARION GELLATLY: “Be clear about your target audience, and keep your marketingmessages focused specifically on them. The more focused you are, the clearer your messagecan be. Don’t try to be all things to all people. It took me a long time to figure that out. Mybest recommendation for creating business is to be strategic, be decisive, and be deliberate.”CHRISTINA ONG: “(Re-)Position yourself as a consultant who delivers results. Never stoplearning. Seek to understand your clients’ needs. They are the reason we exist. If we listen,their challenges are our opportunities to innovate and offer value-added solutions. Who elsehas the unique combination of expertise that we as image consultants offer?”LYNN MARKS: “For the first two to three years, say yes to every opportunity that comesyour way. Learn what you do well, then specialize later. You are the Golden Goose of yourbusiness: keep learning, growing and developing yourself all your life. That way, you willevolve with your business.”HELENA CHENN: “Know your business inside and out, determine your clientele base andnetwork.”CARLA MATHIS: “Building a successful Image Consulting business requires a passion tomake a difference in lives, perseverance in outreach, a refined and authentic personal imagethat communicates effective style, and the discipline to create and follow a business plan.”ELAINE STOLTZ: “The most important words of wisdom from me is that an imageconsultant is a business person “first” and an image consultant “second.” You will only besuccessful if you raise capital to start a business, watch your bottom line each month andstick to your budget.” The Association of Image Consultants International | 7
  8. 8. image training empowering& coaching image professionals Develop and expand your skills as an image consultantpersonal study with our unique holistic approach. Enhance your credentials with AICI CEU authorized courses. Training& webinars DVDs, workbooks and tools you need to succeed are available on our website. Maximize your success! Go toproducts & www.imageinstitute.comresources for articles, webstore and training information ...I cant believe the value I received - it exceeded all of my expectations and helped me to build a solidNEWS business in a relatively short period of time. I am booked solid with clients, and its because of yourLETTER amazing training. ~Mirella Zanatta I run out of superlatives. The courses that I attended were the most complete and life changing that I have ever experienced.... ~Janice Fisher Karen is the teacher of teachers and master of her domain. Her knowledge and experience cannot be matched.... She offers the most superior courses and texts yet available. ~Saima Haider karen brunger image & communications BHEc, AICI CIP coach & trainer recipient of award of excellence international past- president of AICI systems & products in over 65 countries 1.905.303.8636 . toronto . canada www.imageinstitute.com 8 | January 2013 magazine
  9. 9. THE PRODUCTIVE PROCRASTINATOR By John Perry John Perry is Professor of Philosophy at Stanford University and Distinguished Professor of Philosophy at the University of California, Riverside. He has made significant contributions to areas of philosophy, including logic, philosophy of language, metaphysics, and philosophy of mind. He was awarded the Jean Nicod Prize in 1999.If you procrastinate, you don’t have to search far to find reasons The Art of Procrastination goes beyond this essay. Itfor feeling bad about yourself. It’s easy to find articles and provides the procrastinator with some ideas for keeping thebooks that paint procrastinators as miserable and unproductive bad effects of this trait to a minimum:folk, inflicting stress on themselves and all around them, DON’T LISTEN to the advice offered to procrastinators byhelping those they work for go bankrupt, and driving our people who don’t have this particular flaw. For example: “Keepeconomy into the ditch. your commitments to a minimum, so you won’t be distracted.” But are procrastinators truly unproductive? Often, the This is a way to become a couch potato, not an effective humanexact opposite is true. They are people who get a lot done. They being. If a procrastinator doesn’t want to work on something, itdon’t have neat desks or even neat desktops on their laptops. won’t help to have nothing else to do. It’s better to have lots ofThey spend a lot of time playing catch-up. But in the end, they things to do, so you can work on some of them as a way of notaccomplish a lot. doing the task that, for whatever reason, you seek to avoid. Suppose you went through history, and removed all the DON’T SIT AROUND feeling bad because you lacknovels, poems, plays, inventions, and business innovations that willpower. That will make you a depressed procrastinator butpeople came up with while they were supposed to be doing won’t help you get anything done. Most of us lack all kinds ofsomething else. I think you would gut civilization. The person powers. I can’t lift my car by the bumper in order to changewho came up with the wheel was probably putting off building a tire. That’s what jacks are for. I can’t add long columns ofa sled; Shakespeare probably wrote his first play while he was figures in my head. That’s what calculators are for. Tools give ussupposed to be copying scripts for the older actors in his troupe; the ability to make up for what we lack in native powers. Theand so on and so forth right up to the well-known college goof- procrastinator has tools that allow him to manipulate himselfoffs who have been responsible for the computer revolution. to achieve results he can’t get with willpower alone, a number The truth is that most procrastinators are structured of which I describe.procrastinators. This means that although they may be putting AVOID PERFECTIONISM. I don’t mean avoid doingoff something deemed important, their way of not doing the things perfectly. If you are at all like me, that’s not a problem.important thing is to do something else. Nevertheless, such I mean avoid fantasizing about doing things perfectly. Oftenpeople feel bad about being procrastinators and often annoy procrastination is just a way of giving ourselves permission toothers. That what my book, The Art of Procrastination, is about. do a less-than-perfect job on something that doesn’t require In 1995, for reasons buried in the fog of my memory, I a perfect job anyway. Or maybe it’s a way of getting those wetook time out from more important task to write a short essay work with to the point where they say, “For crying out loud,called “Structured Procrastination.” Nothing I have written just give me something!” At this point you realize you need tohas been read by so many, been helpful to so many, at least by give your boss a memo that provides the basic facts; it doesn’ttheir own testimony, and brightened as many days as my little need to read like Hemingway.article on structured procrastination. My favorite email was Most importantly, avoid annoying the non-procrastinatorsfrom a woman who said that she had been a procrastinator all around you. For starters, be honest. Admit that you are aof her life. Being a procrastinator had made her miserable, she procrastinator, and admit that it is a flaw. Maybe someday yousaid, in large part because her brother was constantly critical will pursue some self-help regimen that will eliminate this flawof her for having this character flaw. Reading my essay, she from your personality. But for now, don’t compound the flawsaid, allowed her to hold her head up, and realize that she is a with denial. If you admit to being a procrastinator, others willvaluable human being who accomplishes a great deal, in spite probably try hard to find something nice to say about you; ifof being a procrastinator. For the first time in her life, she said, you are a structured procrastinator, they may not have far to look.after reading my essay she had the courage to tell her brotherto shut up get lost. “By the way,” she added, “I am 72 years old.” The Association of Image Consultants International | 9
  10. 10. APPEARANCE AND STYLEINFLUENCERS SET THE STANDARDSBy Debra Linquist, MA, AICI CIP10 | January 2013 magazine
  11. 11. “THERE IS AN EXPECTATION FROM MANAGEMENT (OR THE HUMAN RESOURCES DEPARTMENT) THAT AN IMAGE CONSULTANT WILL HAVE VALUABLE AND PRACTICAL INFORMATION TO IMPART TO EMPLOYEES.”At this time in history, specific people rather than industries QUESTIONS TO ASK YOURSELF:may shape and define standards for appropriate business wear + What is the overall image of the organization?in the office. There are some conservative businesses that still + hat feeling do you experience when you enter Wrequire traditional clothing, but often it is an “anything goes” the office space?environment. Old-school ideas of what is appropriate are often + What are employees wearing?viewed by some company employees as being obsolete. The + What are people doing each day?“Influencers” are calling the shots, wearing what they please, If it is impossible to visit the corporation before aand impacting new employees as role models. presentation, ask for office photos that show groups for Part of the United States culture is a focus on a youthful different departments.look. Women’s hairstyles, clothing, and high heels reflect There is an expectation from management (or the humanthis trend. At one time, sleeveless dresses for women were resources department) that an image consultant will haveconsidered inappropriate for work. Women were told that valuable and practical information to impart to employees. Tonot wearing a jacket diminished their power. Today, proud of meet and indeed exceed those expectations, an image consultanttheir firm upper arms, women embrace sleeveless styles. Who should probe in order to learn the company’s goals.influences the Influencers? Fashion, stores, celebrities, newsmedia, movies, and the Internet. ASK MANAGEMENT ABOUT THEIR CONCERNS, SUCH AS: In the United States, regional areas impact business wear. + s grooming an issue? II live in Denver, Colorado, which less than 250 years ago was + s the perception that workers’ clothing styles reflect Icalled the Wild West. Colorado, with its high mountain peaks a mood that is not in line with corporate standards orand emphasis on a casual lifestyle, has never been known branding?for formality. There are pockets of sophistication in business + ho are the best-dressed employees? What are they doing Wdress, but the majority of workers do not adhere to traditional right?business attire. When men wear a shirt and tie, they feel that + s the concern regarding the staff as a whole or just a few Ithey are dressed up. people? As the CEO of a national organization, one of my clients Often, image consultants are hired in order to deliver agave presentations all over the United States. My image message to an employee when management does not feelconsulting background knowledge of regional expectations comfortable doing so.for business dress helped me assist her in choosing colors and In every office environment, there is often an “Influencer”styles that would be received appropriately in different areas. who is dressing in a very appropriate manner. ImageShe dressed with specific expectations for the audience to which consultants can identify and align themselves with theseshe was presenting. individuals in order to reaffirm the best image practices that the My advice to any image consultant working with a corporate image consultant is teaching.client is to visit the corporation in order to get a feeling for theemployees in their environment. Debra Lindquist, MA, AICI CIP, is a seasoned image consultant, trainer on the many facets of image consulting, and the innovator of Color Profiles, Ltd. Read more at www.lindquistassociates.com. The Association of Image Consultants International | 11
  12. 12. APPEARANCE AND STYLE IS IT TIME FOR A NEW HEADSHOT? By Thea Wood, AICI FLC Does the headshot you post online and in your marketing materials reflect what you look like so a prospective client could find you in a crowd? If not, it may be time for a new photo.12 | January 2013 magazine
  13. 13. We build trust with new clients by actually looking like the image we market. Consistency and accuracy in howyou represent yourself imply that you deliver what you promise. If you answer “yes” to any of the following questions, perhaps it’s time to call a professional photographer andupdate your marketing image. You’ll feel more confident and immediately attract more clients who connect withyour image and brand. Many image consultants have multiple photos and videos showing them with various looks over a period oftime–especially on their websites. Keep them! The goal is to ensure that the first and most repeated image a viewersees is current and accurate. Is currently your hair color more than two shades lighter or darker than your photo? Is your hair length more than 4 inches (10.2 cm) shorter or longer than in your photo? Is the photo a “temporary” that a friend or colleague took? Did the photographer remove or over-alter your natural features? Do you look noticeably younger in the photo? Is the photo more than two years old? Have you gained or lost 20 pounds (9 kg) or more since the photo was taken? Has a client said, “I didn’t recognize you from your photo”? Tip: Find a photographer who charges a flat fee that includes photo royalties and provides a disc with web and print-friendly versions. The price should also include photo-editing for a clean and polished finish.Thea Wood, AICI FLC, helps women find themselves (connect with who they are on the inside) before they make changesto their appearance on the outside. Author of Are You Ready For Your Close-up? Read more at www.theawood.com. The Association of Image Consultants International | 13
  14. 14. Perhaps no business concept has COMMUNICATIONS dominated entrepreneurship as much as networking; however, so many professionals dislike this key to business growth. Although many of us network asNETWORKING: though it were a commandment, we may wonder if it’s actually leading to valuable business growth that makes the hours and sore feet worth the effort. The answer should be “yes”; for optimal growth, we do need to use this powerful tool to make as many face-to-face connections with potential clients and associates as we can. Unfortunately, it’s a lot easier to be a mediocre or even a badFROM “UHH” TO “AHH” networker than it is to excel. Here are the 10 best pearls ofBy Beth Strange, AICI CIP networking wisdom I’ve gleaned over the years from a plethora of networking experiences and role models: Beth Strange, AICI CIP, assists individual men and women, groups, and corporations in refining their image and becoming their very best by applying proven principles in dress, grooming, verbal and nonverbal communication, and etiquette and protocol. Read more at www.bethstrange.com.14 | January 2013 magazine
  15. 15. 01. Do Your HomeworkNetworking must begin with preparation. Not all 06. Alcohol Is a Garnish If you must have a drink in your hand, then nurse just one. Oh,networking events are created equal, so spend time finding the things we say and do when we’ve had one too many. Very fewout who is likely to attend the event you are contemplating people or firms want to do business with someone who cannotattending. Make sure it is your target audience. Are people control his or her appetites. This advice may also apply to smokingwith whom you’d like to connect going to be there? If so, be and over eating.prepared to talk to them intelligently about their businessor industry. 07. Jettison the Jitters02. Do More Homework Many people do not like talking to strangers or feel inadequate in social situations. Image professionals, however, have to be models ofMemorize your 15-second elevator speech so that it sounds confidence. If social confidence is not one of your strengths, read thelike a natural part of your conversation and not like a . . classic How to Win Friends and Influence People, and then practice. well, like an elevator speech. Become an expert on your wherever you go. It’s a lot easier to rehearse being social in theproducts and services–not just how to deliver them, but also grocery line than in the heat of a networking event.how to talk about them in a way that’s interesting.03. Listen and Learn 08. Smile People are drawn to happy people. Smiling puts you more at easeDon’t be that person who dominates the conversation. and makes you appear more warm and inviting to others. NumerousThe secret to being well liked and respected is to be a good studies have shown that we trust people who smile and that we wantlistener. Ask questions and really listen to the answers. to do business with people we trust.Even if you don’t get to talk about your business right then,you will make a good impression that will pay off in yourfollow-up communication. 09. Be the Initiator Put on your smile and initiate contact. You may want to have04. Dress for SuccessAs image professionals, we have to nail this one. The practiced lines. I approach groups with this line, “Well, this looks like an interesting conversation!” It either is interesting and they’ll want to share it with you, or it was going nowhere and they’ll be relievedattendees, the venue, and the time of day provide the that you showed up to save it. Look for people who appear to be shyclues to appropriate dress. I attended a speed-networking or out of their element. Meeting you may change their lives.event on a weekday morning at a country club for C-levelexecutives. The owner of an alarm company arrived infaded jeans and a company pull-over shirt. He didn’tunderstand that he wasn’t there to install or even sell alarmsystems. He was there to sell others on himself. 10. Follow-up Sometimes it’s hard to remember which face went with which business card. Pause before making the next contact to jot down a relevant note on the back of their card. These notes will help you05. No Hard SalesNetworking is more about making positive connections know who you need to contact. Don’t delay your follow-up. Send an email or make a call the next day. Networking is not going away, so we might as well dive in andthan making sales. Start conversations with something like, enjoy the water. But first, we have to know how to swim. Do your“What brought you here today?” Then turn off the inner research, hone your techniques, and practice your conversationsalesperson and really listen. When you get your turn, skills. As image professionals, not only do we need to master the artbriefly tell them what image management is; follow that of networking for ourselves, but we should be showing others howwith a success story. Don’t tell them how much they need to become networking stars.an image consultant! The Association of Image Consultants International | 15
  16. 16. COMMUNICATIONS THE ART OF PROFESSIONAL COMMUNICATION By Dr. Joyce Knudsen, Ph.D., AICI CIM What communication message are you sending? What professional communications skills do you want to develop? What actions are you willing to take in order to commit to this development? Are you willing to practice these communication skills?These are important questions. Why? It is crucial to know how to communicate in business. Peoplereceive messages that involve feelings, thoughts, and emotions. Our messages may not being heardin the way they were intended. The messages we send go through a process known as “noise.” This SENDER RECEIVERis how some view the communication cycle: SENDER RECEIVER CHANNEL FEEDBACK CHANNEL FEEDBACK However, here is a better model of what happens when we communicate: INTENDED PERCEIVED MEANING MEANING INTENDED PERCEIVED MEANING MEANING HIS REALITY SHARED SPACE NOISE, EMOTIONS, WHAT HIS REALITY HIS REALITY SHARED SPACE THOUGHTS, AND INTERPRETATION RECEIVER NOISE, EMOTIONS, HEARS, THINKS WHAT HIS REALITY THOUGHTS, AND INTERPRETATION RECEIVER AND FEELS HEARS, THINKS AND FEELS16 | January 2013 magazine
  17. 17. After you send a message, it goes through a shared space that contains “noise,” such as emotions,thoughts, feelings, and perceived communication. The Receiver has a perceived meaning as to whatthey hear, think, and feel. It is their reality. So, how do we get our messages across? In the book, SYMBOLS: The Art of Communication, it His message was:is stated that we live in a world of signs and symbols. Street • 7% of a message is the spoken word.signs, logos, labels, pictures and words in books, newspapers, • 8% of a message indicates feelings and attitudes, also known 3magazines, and now our mobiles and computer screens as paralinguistic (the way words are said).all contain graphic shapes that have been designed. They • 55% of a message has to do with facial expressions.are so commonplace we seldom think of them as a single His model of communication relates to the feelings andentity graphic design. Yet taken as a whole they are central attitudes shown in the graphics above. This involves facialto our modern way of life. More often than not, people expressions. This model has become a widely used referencemiscommunicate. They hear what they choose to hear. They for communication.hear selectively. In our social networking world of texting, If you want to become a professional communicator, readtweets, and posts, there are many nuances to consider. The all that you can about verbal and nonverbal communication.electronic forms of communication offer great value in the See yourself in a conversation as if you were just listening in,communication process. and practice using Mehrabian’s findings. You’ll be glad you did. What first comes to mind is the immediate gratificationof sending and receiving messages. When people used to write Some questions to consider:letters, they had to wait for a response, and now you can reach 1. o you understand the “noise” you make? Davis Foulger, Dworldwide access in seconds. Another point is that “real time” Research Consultant at Evolutionary Media in Brooklynelectronic communication is what we are living in – the real says, Noise is described in the form of ‘secondary signals’world. Businesses can now send messages via office email, that obscure or confuse the signal carried. Given Shannon’squickly and efficiently. focus on telephone transmission, carriers, and reception, it In the book Multiple Intelligences by Howard Gardner, it should not be surprising that noise is restricted to noise thatsuggests that we now have the opportunity to go beyond stated obscures or obliterates some portion of the signal within theexpectations and explore specific interests. channel. This is a fairly restrictive notion of noise, by current So, since getting a message immediately does have good standards, and a somewhat misleading one. Today we havetraits, we seem to have lost the actual communication in real at least some media which are so noise free that compressedlife. No longer do your children call every week; they text. signals are constructed with an absolutely minimal amountEverything has moved in a direction of “I need information information and little likelihood of signal loss. In the process,right now.” It concerns me that we are losing our opportunity Shannon’s solution to noise, redundancy, has been largelyto communicate on the telephone, in-person, in lieu of these replaced by a minimally redundant solution: error detectionelectronic advances in technology. and correction. Today we use noise more as a metaphor for The majority of the population is born with the ability problems associated with effective listening.”to hear, but not to listen. There are several reasons that people 2. o you realize what you are saying to another in the Ddo not or cannot listen or remember, ranging from physical communication process? What you say can be “said” manyconditions to cultural beliefs. Albert Mehrabian has pioneered ways. Perhaps, if you think about what message you want tothe art of communications since l960. He established an early get across, prior to opening your mouth, this can facilitateunderstanding of body language and nonverbal communication. the communication process.His research has been quoted worldwide.Dr. Joyce Knudsen, Ph.D., AICI CIM, a leader in the field of communications, a published author and originator of home studyprogram, worldwide. Read more at www.imagemaker1.com. The Association of Image Consultants International | 17
  18. 18. COMMUNICATIONSSETTING BOUNDARIESWHEN YOU By Juanita Ecker, AICI CIPGIVE FREE TALKS Will the talk enhance your profile, give you a chance to get speechmaking experience and try out new material, or put you in contact with potential clients?18 | January 2013 magazine
  19. 19. I was recently asked to give a free talk to a Chamber of originally given them. And, if I was truly going to be able toCommerce. I explained that I would be happy to be a speaker cover all those subjects, we would need a half-day seminar, notfor their upcoming event. Since it was a pro bono event, I a mere 45 minutes.discussed with the contact person that I have a standard talk I telephoned my contact. I offered to stay as long as neededthat I give. It’s a presentation on cocktail reception do’s and after my talk, adding that I would be happy to answer personaltaboos, as well as some networking tips. It’s fun and interactive, questions relating to those topics after the session.and includes plenty of etiquette tips that any businessperson But my contact insisted that the committee wanted me tocan use. completely change the presentation to cover their objectives. A week after our initial phone conversation, the contact If what they wanted had been something that I had previouslyperson sent me an email. She explained that her “committee” taught, I would have been happy to pull from my notes tohad met and were excited about my offer to give a presentation. customize the program. However, that was not the case. I wasHowever, she also stated that the committee didn’t want just disappointed with how they handled this, and had no choice butthe “basics.” They listed six objectives that they wanted me to to gracefully decline the offer to speak at their event.cover during this 45-minute presentation. You may find yourself in a similar situation when an When I saw the objectives, I was shocked. The six organization or association asks you to speak at one ofobjectives had nothing to do with the topic outline I had their meetings. Before you accept the invitation, there are a number of factors to consider: 1. s the organization worthy? Are they truly in need of volunteers, or are they simply I trying to save a few bucks by not offering pay? 2. oes the event and organization fit with your brand? For example, I am always D happy to work with charitable organizations that are near and dear to my heart. However, certain groups may be far outside my realm. 3. hat are the benefits to your brand? Will the talk enhance your profile, give you a W chance to get speechmaking experience and try out new material, or put you in contact with potential clients? 4. ow much preparation will you need? If the time, effort, and expense required to H give the free talk outweigh any potential benefits, it’s just not really feasible.We small business owners simply don’t have the resources to bend over backwards for a client, especially when we aren’t be-ing compensated. It’s important to stick to your guns, set boundaries, and avoid finding yourself in a situation in which you’vebitten off more than you can chew. Juanita Ecker, AICI CIP, is etiquette expert, certified in business etiquette, corporate protocol, image consulting, and a success coach. Her column, “Image Matters,” is a regular feature in the Business Review. Read more at www.professionalimagemgt.com. The Association of Image Consultants International | 19
  20. 20. BUSINESS ESSENTIALS LAY A STRONG FOUNDATION FOR YOUR BUSINESS By Brian Lipstein, AICI FLC So you’ve decided you want to become an image consultant. Why? Is it a hobby you’re good at? Did you see a business opportunity in your market? Have you identified a need? All across the world, image consultants are starting their businesses for different reasons. Regardless of the reason for starting a business, the fact is that nearly 50 percent of small businesses fail within three to five years. There are many aspects of building a strong business, but to start, let’s look at three key areas to focus on to ensure your business is one that succeeds!20 | January 2013 magazine
  21. 21. Start With a PlanI love the saying, “Fail to plan, plan to fail.” Your business plan is the roadmap of your success. It should detail your opportunities (SWOT Analysis –Strengths, Weaknesses, Opportunities, Threats), objectives (goals), financialprojections, market analysis (competition), and your offering (strategicadvantage). All of these areas are summarized in an introduction to yourbusiness plan called the executive summary. Failing to have a comprehensiveplan when you begin means that, as you grow, the foundation of yourbusiness doesn’t truly exist. A “mental plan” or one in your head is not goodenough. This plan needs to be written down so it can be referenced asyou progress. Now, putting together a business plan is not the easiest thing to do ifyou have never done this before. In many cities throughout the world, thereare business support opportunities in your local community. For example,throughout the United States there are government-funded small businessdevelopment centers (SBDCs) that provide courses to the public in businessplanning, market research, and other business basics. If something like thisdoesn’t exist in your area, turn to the Internet for these resources. It can be aseasy as reading other companies’ business plans, or looking at a sample planor template found online. A common mistake in business planning is thinking that the plan needsto be perfect before you can start working it. Your business plan is going tochange many times, so don’t get hung up on perfecting it early on. You needto test the initial assumptions you make and adjust based on what the datashows. In the beginning, work your plan and review it every three months.As it starts to solidify, change the review to six months, then yearly. You willsee it come together, and this will become a strong foundation on which tobuild a strong business. The Association of Image Consultants International | 21
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  23. 23. Track your Data A business professor of mine at the Wharton School of Taking it one step further, tactics will help you accomplishThe University of Pennsylvania always used to say, “A turning each strategy. Break it down to a step-by-step plan that willpoint for entrepreneurs is when they can go from saying ‘I move you forward. Each goal, strategy, and tactic should fallthink…’ to saying ‘The data shows…’.” While our ideas are within the SMART model. Having measurable steps alongalways well-intentioned, the business world won’t always the way that can show you each one has been completed willreward a good idea. A good idea in one market may not work in ensure nothing is missed and a goal is fully completed. Goanother. We need to track factual data, which requires research. ahead and check off the goal (remember they should always be Taking the output of our research (the data) into account, written down!) from your list. It will feel great!we can now move forward based on the evidence we’ve I still believe it is important to think big. When settingcollected. The data will show that we are (or perhaps are goals, you may want to set them in stages. Try to set short-not) moving in the right direction. Track key points such as term (3–6 months), medium-term (1–3 years), and long-termyour return on investment, lifetime value of clients, client (3–7 years) goals. This way, you can set the grand vision foracquisition sources, etc. The more data points you track, the your company and success, but also set out the stepping-stonesbetter picture you will get of where your business stands. Go of how you are going to achieve each of these along the way.back to your plan and you can see what is working and where These are just some of the basics to focus on when startingyou might need to adjust your initial assumptions. your business. If you are a more seasoned consultant and have been in business longer, but haven’t done these steps, it wouldSMART Goals, Strategies be a good exercise to go back and do so. Even if you’ve seen success, this could be the difference between having a lifestyleand Tactics business – one that you run on your own and provides a comfortable lifestyle – to having what I call a “real” business, A key section of your business plan should include your or one that can run without you and could be sold down thegoals, strategies, and tactics. It is important to have written line. Build this strong foundation and stay tuned for futuregoals you can reference to track your progress. A good template articles that will discuss the next steps integral to making sureto follow with your goals is to remember the acronym your business stays on the positive side of the statistics onSMART – Specific, Measurable, Attainable, Realistic, and with a business survival.Timeline. If each of your goals can be broken down to fit thesecategories, you’ll have goals that you will see accomplished andthat will move your business forward. Setting your sights highis generally a good thing, but if your goals are not realistic,cannot be measured or attained, and are too general, then youwill never truly reach them and eventually discouragementmay set in. Don’t reach for the stars right away; we’ve all beentold we need to crawl before we walk, walk before we run. Thesame is true with our businesses and setting unrealistic goals – Brian Lipstein, AICI FLC, works with men on their professionallike trying to run before we’ve started to crawl. I guarantee you images and provides solutions through custom tailoredwill fall down and it will hurt, so let’s not sabotage ourselves clothing and accessories. His business was recently recognizedfrom the start with unrealistic goals. as the 22nd fastest growing, privately held business in the A goal is great, but to help you reach that goal, it is Philadelphia area by the Philadelphia Business Journal. Readimportant to break out how you’ll accomplish each one with more at www.henrydavidsen.com.strategies. Specific strategies are the steps you need to finish inorder to reach each goal. The Association of Image Consultants International | 23
  24. 24. BUSINESS ESSENTIALS PERSONAL BRAND CALLED “YOU” By Vandita Singh I am often asked how individuals can brand themselves and if personal branding is as valuable as corporate branding. Human beings by nature are judgmental! They say “a picture speaks a thousand words” – similarly, first impressions from personal meetings or from your social media presence make a lasting impact.24 | January 2013 magazine
  25. 25. Just as products and services rely on branding to project a certain positioning and value proposition, peopleneed personal branding to build their image. “Personal branding” is about intentionally influencing howthe world sees you. It’s about purposefully packaging that brand called “YOU.” Personal branding, self-positioning and all individual branding by whatever name, was first introduced in 1937 in the book Thinkand Grow Rich, by Napoleon Hill. The idea surfaced later in the 1981 book, Positioning: The Battle for YourMind, by Al Ries and Jack Trout.Success does come from “self packaging”! play to them by creating a consistent brand around yourself Let’s take for example Madonna. She was her brand. that’s complete with mission, objectives, and recognizableFrom the beginning, she has had the ability to change visual brand elements.consistently throughout her career. This made her stand out 3. Be an Online Content Creatorfrom other performers. This, in essence, strengthened her Content creation allows you to build a network by sharingindividual brand. your expertise and analysis. This is not only valuable toBy branding yourself effectively, you will: employers because it shows you’re on top of industry trends• Establish yourself as an expert in your chosen field. and can implement fresh ideas, but also because they are also• Build a solid reputation within your industry. buying into your brand’s network and reputation.• Increase your popularity and improve your perceived 4. Live and Apply your Personal Brand value in the marketplace. The best way to demonstrate your skills and expertise is to Set out on a personal branding campaign, using online put them into practice.and offline tactics to network, demonstrate your expertise andshow the value your “Self” brand could bring to potential or 5. Prepare for Exposure
current employers! Let your professional story be picked up by the media or your When you have a solid personal brand, you’ll be more company newsletter. This will spark even more opportunities.memorable, you’ll be more impressive, and people will have But just like any job interview, don’t go into these blindly.a more favorable opinion about you – that’s the same thing Make sure to run over the messages you want to get across.that good branding does for products! Make sure you prepare for each opportunity. Here are five empowering personal branding tips: It’s important to create a personal brand that portrays1. Invest in Professional Development
 you in a professional light and provides employers andToo often, people think of personal branding as just contacts with a strong, positive impression of you as aadvertising. In reality, it’s about delivering your knowledge to high-caliber individual who would be an asset to theirthe marketplace. In order to do that well, continue developing organization.your skills, knowledge and network. Call it self-marketing, personal branding, professional2. Stay On Top of It
 development, or any other buzzword you’d like. In any case,One of the most important tenets of personal branding is finding a job and climbing the career ladder are all aboutconsistency. Just as you instantly know a can of Coca-Cola investing in the business of YOU!when you see one (and know what to expect once it’s open), As a professional, you are a brand unto yourself. Theyour audience should know exactly what you bring to the target market for the unique value you provide are employerstable and what they’re getting by working with you. Whether who are constantly bombarded with messages from youryou’ve branded yourself as a no-nonsense people-mover competitors (read: other industry professionals) and who arewho is effective at managing staff, or an industry expert and always on the lookout for innovation.consultant who provides fresh insights and innovates the Develop and market your Personal Brand effectively byway a company operates, be consistent. Decide on your core using the above Personal Branding tips.messages and stick to one image. Know your strengths andVandita Singh, conducts a variety of presentations, workshops and training on professional and personal groomingand image management. Read more at www.imagetia.com. The Association of Image Consultants International | 25
  26. 26. BUSINESS ESSENTIALSTHE CHARACTERISTICS OF AWELL WRITTENBUSINESS LETTERContributed by Professional Edge Consulting26 | January 2013 magazine
  27. 27. RESPONSIBLE COMMUNICATION IS THE HEART OF ANY BUSINESS.Whether it’s an email, telephone communication, a proposal, or business email, it would be considered professional to havea business letter, your communication portrays an impression the company logo and/or letterhead on the email. A businessabout your business. Communication is what connects your letter should always bear the sender’s name, address, andbusiness with the outside world. Therefore it’s essential that email address followed by the date. Next in sequence arethe form of communication adheres to corporate norms and the receiver’s name, title, company name, and address. Theprinciples of etiquette. We must remember that business salutation follows next, with the body of the letter and thecommunication is different from personal communication. closing followed by the sender’s signature, name, and title. TheA business letter would differ in length and format from a final part of the letter should indicate to whom copies are sent.personal letter. And it’s important to bear in mind that any When writing a business letter, remember the 8C’s of writing.form of business communication must be precise and concise. These are eight characteristics of a well written business letter. As a Communication Etiquette professional, I have had the Complete – A business letter should be complete, including allprivilege of meeting many corporate professionals, both in details and information pertaining to the subject.Canada and in the South Asian region. One common question Correct – It is important to be completely accurate in all theasked by most professionals about the basics of letter writing details you include in a business letter. Always make sure youis how to write an effective business letter that fully conveys have included correctly any dates, names, amounts of money,their message. Any form of communication can be easily etc. Always proofread the letter before sending it out.misunderstood as communication differs greatly according to Concise – A professional business letter should convey yoursociety, culture, and region. Therefore, it’s important to stick idea with few words, short sentences, and short paragraphs.with the international norms of corporate communication. Concrete – A business letter should be concrete and not What exactly is a business letter and why would a contain vague ideas. Information should be specific.professional write one? A business letter is written to Courteous – Be polite in your business letter; mind your P’scommunicate a business matter either within the corporate and Q’s.arena or from business-to-client or client-to-business Clear – The importance of clarity and accuracy in a businessorganization. Being a form of corporate communication, a letter cannot be stressed enough. The chances of your letterwell formulated business letter would portray a company’s being misunderstood are minimal when you adhere to thiscommitment to achieve a high level of communication. Bear point. An organized letter is less likely to be misunderstood.in mind that the reader will make his first impression of you Consistent – Keep the same format and mood throughout thewithin 10 seconds of reading your letter. letter. Being consistent shows that you are professional. A business letter should have a purpose, but that purpose Coherent – A good business letter should flow well. Make theis not always to promote business. It can be a letter of inquiry, sentences and paragraphs short, so that your letter is easy toa letter of acknowledgement, a reply letter, or a claim letter. read and understand.There are many types of business letters and varying purposes A final word of advice is never to convey any form offor them. communication when you are angry or annoyed. That would change the entire mood of the communication and portray aThere are basic parts and formats to a business letter: bitter image of yourself and your company.A business letter must always be written on a business Always remember that responsible communication is theletterhead. If the business letter is to take the form of a heart of a business. Professional Edge Consulting is a Canadian Company based in Ottawa and specializing in Corporate Training, Business Development and Image Consulting. www.ProEdgeConsulting.ca The Association of Image Consultants International | 27
  28. 28. BUSINESS ESSENTIALS BUSINESS TRENDS TO WATCH IN 2013 By Chris Loney Whether a large corporation or a local mom-and-pop business, all companies should know the upcoming trends that can potentially increase profits for their businesses. All of these trends may not suit your needs or interest, but it is still strategic to learn what your competitors may be doing in the upcoming year.28 | January 2013 magazine
  29. 29. The Association of Image Consultants International | 29
  30. 30. 1. ECONOMICAL AND ENVIRONMENTAL as Nordstrom are taking advantage of such technology, and this is only the beginning. The wave of the future is SAVVY: going to be Google Wallet, which is a form of Near Field Businesses are using technology to save money on Communication (NFC,) making your business more printing costs for advertising and marketing materials. By customer friendly by adding convenience. Consumers going digital they are reducing waste in the environment, will be able to make a payment by placing their cell e.g., digital business cards; emailed invoices and receipts; phone to a payment station. This technology will increase and documents on tablets that can be signed and emailed convenience, which increases the likelihood of increasing to clients. business profits.2. OBILE ADVERSTISEMENTS: M 6. OCIAL MEDIA: S Smartphones and tablets have become essential, with If you haven’t hopped onto the social bandwagon, now is increasing popularity. Businesses are definitely taking the time! Facebook, Twitter, and YouTube are the three advantage by creating ads, coupons, and promotions that must-have social media websites for businesses because are being sent daily to their customers’ mobile devices. they allow you to interact with customers on various Businesses are able to send a relevant message to the right levels. One significant benefit is the opportunity for customer at the right time using apps like Google Places real-time customer insights, engagements, and processes. and Zaggot. These apps incorporate the mobile user’s GPS Ultimately, social media sites allow for recruitment of new to send relevant ads based on the consumer’s location. talents and deepening the relationships of current partners. Businesses can use check-in apps such as 4Squares or3. TML 5 COMPATIBILITY: H Facebook to cultivate momentum and movement around Adobe Flash is slowly being phased out. HTML 5 has their companies. These apps require no money from your video embedded into its language code, which will be a business because the customer is opting to use the app valuable asset in reaching customers with iPads or mobile or site. devices that don’t have Adobe Flash capabilities. Businesses should assess their need for a website upgrade. TWITTER: Rob Morton @StudioTreLynn4. IRTUAL OFFICES and VIDEO V 20 Oct TELECONFERENCING: @StyleInANutshel Great Job yesterday! Companies are cutting back on travel and bulking up on convenience. By using Skype, as well as Facebook or Your Name @MyCompanyName Apple FaceTime, businesses are able to conduct interoffice 26 Oct meetings as well as live meetings with their clients. Virtual AOS Attendee said: I can’t thank you enough for all An meetings cut back on travel costs and increase meeting the info you gave us. It has taught me about myself efficiency by allowing immediate interaction. now I can confidently shop!5. ORTABLE PAYMENT METHOD: P FACEBOOK CHECK IN: You never know where and when you may strike a deal. Be sure to have your portable payment method in hand, such as the Square or Intuit. They accept all major credit cards. Even major department stores such30 | January 2013 magazine
  31. 31. learn what your competitors may be doing in the upcoming year.7. OW-RISK TO RISK-FREE L 9. LOUD COMPUTING: C OPPORTUNITIES: Cloud computing is basically storing your business With the economy still recovering, consumers are hesitant information in a secured remote network, typically hosted to make large purchases, especially with new businesses on the Internet. The benefits of a company’s storing all or business lacking their brand loyalty. Businesses should of its business data in one convenient central location are offer ways for customers to sample their products or efficiency and saving time by streamlining processes, as services. Some examples are virtual stores or salons where well as cutting costs and security issues. These benefits customers can upload pictures and sample new hairstyles are because businesses only interact with the one vendor or clothing. Companies can offer free workshops that allow versus many for all their business needs. Bottom line, customers to sample a small portion of their expertise. businesses maximize resources by using virtual servers. There are daily deal sites such as Groupon and Livingsocial that allow customers the opportunity to try goods and 10. IG DATA: B services at greatly discounted prices, sometimes with over Businesses used to make decisions based on gut feelings, 50% savings! Allowing consumers to experience service but now data is collected to learn about our consumers or products, business increase the likelihood that a person from a behavioral standpoint. By using consumer data moves from prospect to customer. and statistical forecasts to predict consumer behavior, such as what they are likely to purchase, a company can8. NTERACTIVE BLOGS: I gather statistical data to make better informed decisions. A simple paragraph just isn’t cutting it these days. Companies can buy large chunks of data from data Consumers want to see application of your services and aggregators about specific markets based on different products. The interactive blog creates a community that criteria. The use of big data by companies like Acxiom, promotes ownership of your brand to the customer. Equifax, and Nielson has become very sophisticated and Businesses can now use websites such as YouTube to predictable. create vlogs (video blogs) that make their sites even more Be sure to research how your business can benefit interactive. Businesses can have their customers become optimally from each trend before implementing change. part of their brand community by allowing them to send in By utilizing one or more of these trends you will increase pictures, question topics, or testimonials. your likelihood for greater business success.Chris Loney, is in the business of wardrobe styling and offers workshops, seminarsand individual services to clients. Read more at www.styleinanutshell.com. The Association of Image Consultants International | 31
  32. 32. BUSINESS ESSENTIALSTAKING CONTROL OFBUSINESS TIMEWASTERS with Jennifer Howard32 | January 2013 magazine
  33. 33. TAKING CONTROL OF BUSINESS TIMEWASTERSAs business owners, we run around most days with our “hair on fire “. “How and why does thishappen.” Four reasons and how to handle them:#1 – Every request seems urgentThe busier you become, the more urgent each request for your time seems. Let’s get real. Everyone isbusy, but is everything urgent? Set aside time each day to identify and tackle those things that need tobe done while leaving enough margin (extra time) in your day to handle the truly “urgent.”#2 – We let other people waste our timeBack to urgent. Just because something is urgent to someone else, is it urgent to you? We let other’sfrenzied pace and lack of time management influence the use of our own time. Don’t take every phonecall right away, don’t answer every email on the spot and for goodness sakes, it’s OK to ask someone towait every now and then.#3 – Email, the Internet and other electronic distractionsEmail is hell! OK, I said it and I know many of you will agree with me. It can be a tremendous time-waster if we let it. The key to email is segmenting and prioritizing. Identify a couple of segments eachday you’ll dedicate to responding to emails. Then, prioritize the emails into those that are important ortruly urgent to answer and those that can wait a bit longer. Regarding the Internet and other electronicdistractions, if you are not using them to directly market or sell, find time away from your business to“play” with them.#4 – Poor PlanningThis is the biggie. Do you set aside a specific time each week for working ON your business and not Init? Sadly, most business owners do not set aside time for marketing, networking, training and time tothink and plan. We are so busy DOING, that our DOING hinders business growth. Today, pull out (orup) your calendar, look at next week, and block out time to work ON your business.Timewasting wears many clever and enticing disguises. Real,measurable business growth is achievable; you just need time tomake it happen.Jennifer Howard, CEG, AICI FLC, collaborates with business owners to stabilize and grow their business.She is an expert small-business coach and supports clients life goals. Read more a www.nextlevelgo.com. The Association of Image Consultants International | 33
  34. 34. GLOBAL NEWS AICI RISING STAR SHINES BRIGHT IN MALAYSIA Other Famous Malaysians Jimmy Choo – Shoe designer Tony Fernandes – Air Asia Robert Kuoch-Shangri – La Hotel Bernard Chandran – King of Fashion Nicol Ann David – #1 women’s squash player34 | January 2013 magazine
  35. 35. MOVE OVER Jimmy Choo and other renowned Malaysians, and get ready for Evelyn Ch’ng, AICIRising Star. Evelyn is rising faster than the elevators in the Petronas Towers, and her profile speakswell of her without her having to say a word! Evelyn Ch’ng joined AICI after running her business for a year and soon was honored withthe prestigious AICI Rising Star Award. The Rising Star Award is given to a new member who hasachieved accelerated success as a newcomer to the field and has been a member of AICI for fouryears or less. After three years in business, she started to get speaking engagement for seminars formultinational brands like Amway, and due to her dynamic presentation skills, she has conductedover 100 workshops and seminars continuously all over Malaysia, Singapore, and Brunei. Evelyn’sresume reads like the rising star she has become. Here are a few speaking contracts and works thatare reaping lucrative rewards: • Engaged by Herbal Life, an international MLM company, as its first-ever external speaker in 2011 • Spoke at Zurich Insurance Sales conference with an audience of 3,500 people in 2012 • Appointed ambassador of Mayfair, a leading slimming company • Secured an enormous personal styling makeover job with Nestle • Conducted over 100 seminars and workshops across Asia including Taipei, Shanghai, and Singapore • Self published her first book in 2009 after being in the image business for four yearsAnd the list goes on...What Does Evelyn Say About Being a Rising Star? “I guess is the passion and believe I have persistency and effort to strive for another level. It’scertainly was a challenge for me when I started and how I developed myself from a woman withno others skill but creativity to an entrepreneur woman who is leading a team and an one stopgrooming boutique within seven years. Besides I strongly believe in giving back to society and howwe can utilize our branding and team work in AICI to help the needy.”A spontaneous Interview with Evelyn Ch’ng reveals some personal favorites: 1. In what country are you living? Malaysia 2. Favorite dish? Japanese food, especially sashimi 3. Fun splurge? Checking in villa with private pool at Koh Samui 4. What is your most valued possession? Miu Miu retro handbag 5. Secret junk food vice? Häagen-Dazs ice cream 6. Favorite indulgence? Aromatherapy oil massage or Thai massage 8. Durian or Mangosteen Fruit? Mangosteen 9. How do you relax? Massage or meditation“ eize the day is my philosophy of life, and whenever I face a tough time, I always tell S myself, close your eyes and just do it. The moments will pass soon and you will be a total different person! “Read more about Evelyn Ch’ng, AICI FLC, at www.emagestyle.com. The Association of Image Consultants International | 35
  36. 36. EDUCATION | LEARNING Tracy RhawnLEARN RIGHT Varga, AICI, FLCWHERE YOUARE GLOBALLY Ms. Olen Juarez-Lim, AICI FLCTHROUGH AICIs TELECLASSES AND CEU’d WEBINARSAICI TELECLASSES CEU’d WEBINARSOne of the many benefits of being an AICI member is AICI is excited to announce our global webinar platform toattending our FREE monthly teleclasses. These classes are deliver our members more CEU’d educational opportunities!designed to give easy access to the most up-to-date and No matter where you live or the time zone you liveimpacting information in order to enhance business growth in, you will be able to earn CEUs towards your FLC, CIP orand development. We offer a wide variety of topics and hope CIM accreditation through AICI Webinar program withoutthat you will join us! All teleclasses are recorded for you having to leave your computer. We will be offering programslistening pleasure. covering all the core competencies, in many languages presenting programs to assist you in becoming the best imageMEET AICI TELECLASS MODERATORS consultant you can be, running the most effective businessNorth American/Canada Moderator you can, to help you gain the highest level of success in thisTracy Rhawn Varga, AICI, FLC fantastic industry. Class sizes of these webinars will be kept to a maximumTracy is a Professional Image Consultant with extensive of 10 participants so that you gain the personal attention youexperience in sales, marketing and client relationship need to learn effectively. AICI educational webinars will havedevelopment. She helps professionals and businesses succeed affordable fees, based on the duration of the program.by creating a visual brand which communicates their unique All programs will require participants to be on theskills and values. Read more at www.TracyVarga.com. webinar live and will have specific requirements for you to earn the CEUS, but programs will be held during differentAsia Pacific Moderator time zones (depending on demand) so that each member hasMs. Olen Juarez-Lim, AICI FLC the opportunity to learn and gain new skills and perspectives. If you are an AICI CIP or AICI CIM and would bePopularly known as Ms. O, hosts a segment for the morning interested in running a paid webinar program (minimumtelevision show, Unang Hirit in the Philippines. Olen has been of 2 x 90 minute sessions up to 8 x 90 minute sessions)inspiring and empowering individuals and organizations that please contact task force chair, Sarah Hathorn , at sarah@seek to the develop a competitive and profitable advantage by illustraconsulting.com. We are interested in covering all areasdelivering dynamic training programs in Image Management, of the image business, in all the languages of our members.Professional Presence, Civility, Business Etiquette, We see this exciting webinar program as a great win-International Protocol and Customer Service. win for both our AICI Members who educate on image orRead more at www.ojlconsulting.com. business related training programs to earn additional income, and for all our members to gain new and important skills and educational opportunities!CHECK OUT THE TELECLASS AND CEU APPROVED PROGRAMS THAT ARE COMING UPhttp://www.aici.org/Continuing_Education/CEU_d_Programs.htm36 | January 2013 magazine
  37. 37. MEMBERS INTHE NEWSHelena Chenn, AICI CIM, received her Certified Pat Gray, AICI FLC was profiled in May 30, 2012Image Master credentials at the International article titled “Color me a business: Analyzing shadesConference in Hawaii. She was honored at the June is regional specialty” and quoted in August 8, 2012AICI SFBA board installation by president, Gillian article titled “Travel Tidbits: From BB creams toArmour, AICI CIP. snack-food dreams.” Both articles appeared in the Los Altos Town Crier.Catherine Horgan, Treasurer for the AtlantaChapter, just styled her client and family for a feature Amy Roseveare, AICI CIP was quoted in a Auguststory in People Magazine due out in two weeks. 12, 2012 article in the San Jose Mercury News. Title:Check back in the next magazine for more details. ”High-tech help in finding jeans that fit.”Shweta Wahi showcased her Spring/Summer 2013Fashion Collection at the Ottawa Fashion Week heldin October, 2012. The Association of Image Consultants International | 37
  38. 38. IMPACT INTERNATIONAL MAKING AN IMPACT – IMAGE IMPACT INTERNATIONAL How can YOU make an impact as an image consultant? At the new non-profit Image Impact International, our mission is to champion ability, civility, and possibility. Our global philanthropic community includes leaders from the image, corporate, public service, and healthcare industries. We are launching the charitable Image and disAbilities book series and Communicate with STYLE training program to provide invaluable resources to caregivers, the medical community, and those living with disabilities. We are advancing the message of civility to campuses, corporations, and communities worldwide through Global Civility Awareness Month and other exciting new initiatives. Our philanthropic CEU and Train-the-Trainer program Campus to Corporate Impact will make it possible for university seniors, faculty, and young professionals to develop leadership skills and enhance marketability. We invite you to champion ability, civility, and possibility with us. Contact Image Impact International President Ferial Youakim, AICI CIP, at ferial@byferial.com to make an impact today! Image Impact International www.ImageImpact.org38 | January 2013 magazine

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