Welcome to Jacket’s Required, hello, I’m Dominic Lacquaniti, designer and tailor.
On this week’s episode of Jackets required TV I’m pleased to have Cheryl Lampard, Style Maven, from Style Matters International as my guest. Thanks for joining me Cheryl.
CHERYL: Thanks for having me – it’s a pleasure to be here.
DOM: So style is YOUR area of expertise as well, so I’d love to hear why your slogan is “your style is your brand.”…
CHERYL: We hear a lot these days about “personal branding” but what does that mean? Think about what a brand is– it’s a recognizable service or product, and although we don’t think of ourselves as a product, how we package that brand/ourselves, is vital. How we dress, how we present ourselves, is our visual business card.
DOM: That’s so true – can you give me an example?
CHERYL: Absolutely. Think of a celebrity who plays the piano and wears glasses – who’s that?
DOM: Elton John!
CHERYL: Totally recognizable just from two words – piano and glasses – you knew precisely who I meant. Now think of someone with a completely different image – think of an actor who epitomizes classic, elegant style. DOM: I’m thinking of George Clooney.
CHERYL: Exactly! You think of George Clooney’s style and you immediately think classic, refined elegance that’s timeless. Just as much of a personal brand as Elton John’s is his.
DOM: That’s so interesting. Is it critical for non-business people and situations as well?
CHERYL: Absolutely it is. Your brand is something you’re representing 24/7, seven days a week! Whether it’s your personal brand or your business brand, your image is how you’re first assessed. It takes less than 30 seconds to form an initial impression, and the greater part of that – 55% – is visual impact. Non-verbal messages and body language accounts for 38% and 7% – just 7% is what you say! In essence if they don’t like what they see, they’re not even listening!
DOM: Do you have a quick tip you can leave our viewers with?
CHERYL: Think of your image as your personal billboard – so what’s the message you’re sending out via that billboard?
DOM: Thanks for joining us today Cheryl. Great information.
Share with your stylish, and style-challenged friends, and be sure to let me know if you have a specific question or topic you’d like to see in the series.
Thanks for watching. See you next week. Remember, looking good is between you and your tailor…