I know what a lot of you are thinking: “What does my wardrobe have to do with being a successful entrepreneur?” Well, in just one word… everything. First impressions are everything, and the clothes you wear tell people a lot about you, before you ever open your mouth. That doesn’t mean that you have to wear tailored suits every day of your life, but it does mean that you have to think about the clothes you buy and wear, and who’s watching when you step out the door in the mornings.
WHAT MESSAGE DO YOU WANT TO SEND?
First of all, you have to figure out what kind of message you want people to get when they see you. If you’re like Daymond and you work in the fashion industry, then you really have to be on top of your style. You don’t necessarily have to wear the latest trends every season, but you should be aware of them and give them a nod when it’s appropriate.
If, on the other hand, you sell power tools, you’re going to have a very different tone, voice and look to your brand. That doesn’t mean you should leave the house with a grease-stained shirt and worn-out jeans every morning, but you might be able to get away with a pair of well-fitted jeans, motorcycle boots and a button-down shirt. It all depends on the message that you want to send with your personal brand.
BE CONSISTENT AND UNIQUE
Next, you don’t want your look to vary wildly from one day to the next. Think of this like your company’s logo and your brand voice. You don’t change the logo every morning, and you don’t swing back and forth from formal to casual with the voice you use for your customers, right?
Think of your wardrobe like your logo, brand colors and brand voice. That doesn’t mean you have to wear your logo and brand colors everywhere you go. It does mean, though, that you need to make sure that your clothes consistently represent you and your company. Wear branded shirts and jackets when it’s appropriate, but don’t approach your wardrobe like you’re painting a billboard for your company.
Instead, think about the descriptive terms you use to describe your brand. For Daymond, his personal brand has always been urban, stylish and polished. Whether he’s wearing casual or formal clothes, you can apply those three words to his look every time he steps out the door.
If you use your business’ brand to build your wardrobe, you might build it on terms like fitness, strength, agility or timelessness. It all depends on your business and how your brand approaches the world, and it’s all about your personal message and how it complements your brand’s message.
YOU CAN’T “CLOCK OUT” OF YOUR PERSONAL BRAND
Now, here’s the thing about getting your wardrobe in line with your personal brand… you can’t clock out. You are the owner of your business twenty-four hours a day, seven days a week. You can be more casual some days than others, but you should always represent your brand, even on the weekends.
GET IT TOGETHER THE NIGHT BEFORE
To help yourself out with that, go ahead and plan what you’re going to wear, the night before you wear it. That way, in the morning, you won’t be tempted to throw on whatever you grab first. You’ll have time to get dressed, look yourself over and make any last-minute tweaks to perfect your look.
The more you practice dressing in line with your personal brand, the easier it’ll get. Start today and see the difference it can make for your business over the long run.