You Are The Message

Posted in: Public Relations by Ms. Ayo Fashola on September 29, 2008 2:35 pm

“A badly dressed woman, you remember the clothes. A well dressed woman, you remember the woman.”

Coco Chanel

A Career Choice

I looked at all of my skills, strengths and talents as I mapped out the next 5 to 10 years of my life. I desired a career that would allow me to integrate all of my special talents and skills into a laser beam and defined focal point. I had just graduated with a B.A. in Communications with an emphasis in public relations, I enjoyed my corporate stint in marketing, my skills in being a makeup artist had funded my college expenses throughout earlier years and I enjoyed complete freedom of creative expression behind the scenes at fashion shows I loved my graphic design and advertising classes. I learned line, design, color, texture, and understanding how to use particular media to grab attention. I felt torn. I could do fashion PR I thought. I could help put fashion designers in front of editors and get them the attention and recognition they deserved for their work of art. Or I could continue as a makeup artist, making my way into the agency world of advertising execs, models, photographers and designers. I could do graphic design. I loved seeing my ideas turn into something tangible. I felt stuck. Or maybe I could work my way back into the corporate scene and see what wall my ladder would finally rest against. Oh! None of those felt quite right. I did not want to be a jack of all trades, but a master of one. I thought. I dreamt. What did I truly want? Where were these experiences leading me? What path was calling out to me that I had not for once stepped back and looked at? I loved fashion, style, beauty, communications, public relations, marketing, advertising, global and international relations, creative expression, and business. Where could I be and offer the most value?

Brainstorming Phase

As I studied the trends and forecasts of the marketplace (special skills of P.R. people…trend spotting), it occurred to me that I would soon see a wave of women in the corporate sector finding their way out to pursue a lifestyle that resonated with their purpose, mission, goals and dreams. More and more women would start small businesses of their own. They would take their skills from landing that first corporate job in the 80s and share their special knowledge; to-dos and not to-dos, to the generations coming behind them. Hmmmm. My thoughts raced.  I understood that communicating a clear and distinct and defined message is the most, if not the important tool in marketing a small business. A defined and distinct message is as special and as unique as the person spreading the message. I kept thinking. My brain wheels continued to turn.  In order to communicate this message, one must grab attention; the first rule in advertising and in marketing. Putting forth a positive first impression is an offensive strategy in the field of public relations. Using all the visual elements of color, line, design, and creating something tangible is the joy of the graphic designer. Feeling confident, have strength and personal power, making memorable and lasting impressions are the benefits of a well put together fashion style.

I asked myself. How does all this apply to the small business owner with a very limited budget? Is it cost-effective or even necessary at first to spend money on billboards, commercials, promotional pens, press releases, online and print ads, or even invest the time in setting up a blog? How can a small business owner cost-effectively make a positive impression, grab attention, have great packaging, consciously use the visual elements in color, line and design, project strength and personal power and communicate her message all in one? How can she sell her ideas in the most cost-effective way? Where is she already spending the money?

My Aha! Moment

I had an aha! moment. I decided in the field of image consulting. After careful analysis of the field of image consulting, it occurred to me how I could be and give the most value to women and men who desired to carry out their purpose-driven goals and dreams. Image consulting would allow me to focus all the areas that meant the most to me and that I had special skills and talents in and most importantly to the small business owner in spreading a clear and distinct message in a memorable way. Image consulting includes all the areas of communications, public relations, marketing, advertising, graphic design, creative expression, and business.

Let me explain. One thing I  asked myself was where is the money being spent? And once discovered how can it be looked at in a fresh way to help a small business owner meet her business goals and aims? Let’s admit it…we girls love to shop. We find that “cute” top or “cute” skirt that “grabs our attention” and then we buy it. I realized that an opportunity existed to use our clothes strategically to help us carry out our marketing and public relations strategy. The opportunity is to use our clothes to communicate a clear and distinct message. The opportunity is to use our clothes as advertising by taken advantage of the visual elements of color, line and design to “grab attention.” Yet, I think so many women miss out on this special opportunity when it is practically every day staring at them in their faces.

Last night, I attended a poetry reading with a girlfriend of mine and a woman complimented my dress. I had apparently “grabbed her attention.” I said to her, “My rule is that anyone that compliments me on any article of clothing I am wearing…I made a promise to use that as an opportunity to share what I do.” She inquired my profession and I shared that I was an image consultant and helped small business owners create a distinct signature fashion style and cultivate their edge. We discussed how her daughter was actually working on a music career and could see how that would be beneficial to her as she progressed in her career. I gave her my card and we agreed to touch base at a later date.

 

I Like Your AD

Don’t take it for granted when complimented on what you are wearing. Someone has just said they liked your “Ad” so to speak. Someone has just picked up your message in the visual. The goal is to maximize that opportunity. Growing your business is not going to happen outside of you. Growing your business is going to happen to you. I know marketing execs and advertising execs and pr execs might hate me for saying this, but external outside media doesn’t matter if you have not addressed the “media” you wear. You cannot leave your success up to chance or up to a magazine you advertise in or your website. Although these are all helpful and valuable tools, they’re void if you don’t look like what you expect your graphic designer to carry out on your website.

Everywhere you go, whether it be to Starbucks®, your local bank, a dinner party, meeting a client for lunch, joining friends for tea, believe it or not, you are wearing in that moment, advertising, public relations, marketing and branding. If spreading your message is important to you and you are not seeing the results that you would like to see, I ask that you first look in your closet. Its one thing to have a classic suit that is current in cut, color, line, fabric and design and it’s another thing to have a classic suit that you bought in the 80′s. Classics do expire by the way. If your clothes are out-dated, out of style and out-of-order…that is your message. You are saying  that whatever message you are selling is out-dated, out of style and out of order and that it does not apply to these times. If your clothes do not fit, if the colors you wear do not complement your skin tone, if your glasses are not current, your hair color is overdone, your jacket stops mid-thigh emphasizing your hips, that is your message. You are communicating…”I do not get it.” The goal is to separate your self from your competitors by using your unique assets (physical, personality, unique history and background) to get your message across and place yourself as the best possible choice and resource against your direct and indirect competitors.

The great thing about the tools that relate to “grabbing attention” in the areas of marketing, advertising, public relations, and branding, visual and graphic design is that if it’s not working, you can change it. There is no need to have an emotional attachment to your clothes no different from you would have an emotional attachment to a flyer promoting your product that just isn’t working and generating the results you would like. If you are not getting compliments or being commented on a daily basis, your “advertising”, whether in workout clothes or a formal gown, isn’t working.

Image consulting allows me to help you maximize the opportunities in your current wardrobe. Are their pieces in your closet right now as we speak that can leverage? I call these your investment pieces. Are their pieces in your wardrobe that with just the right creative expression can maximize the number of compliments or comments you receive on a daily basis, compliments and positive comments that can turn into opportunities to share your message? Do you have a look that is totally you, yet distinguishes you from everyone else? In a sea of financial advisors and real estate agents, or any other passionate profession you engage in, how can you visually communicate your story? The clothes you wear, your shoes, your belt, any accessories, your makeup, or lack thereof can say a lot. Is it projecting your best reputation? Is it conveying a distinct point of view? It’s not about having a lot of stuff to wear; it’s about always having the right stuff to wear.

You are already spending the money on clothes, use it to your advantage instead of just using it to cover your body. If you are not spending money on clothes or on learning how to buy the right clothes, it means you are not spending any money on advertising, marketing, branding and communications. If you are not doing that, it means you are not spending any money on generating new business or keeping the current business that you have, and if you are not spending any money on marketing, you are not making any money. Whether you like it or not…YOU ARE THE MESSAGE and what you wear can loudly, deliberately, boldly, consciously, and proudly express it.

Here is homework for you

• 1. Go to your closet right now and pull out items that do not fit, do not flatter, and are realistically just plain ugly. If you do not love it, you will not wear it and you hurt twice. Not only do you have something in your closet you do not love, but it is also taking up valuable space; valuable space that could be used for something you do love and that can leverage?
• 2. What will hopefully remain are items you do love, that flatter and that make sense. Ask yourself, who are you now in your current closet? What words would you use to describe someone else wearing a similar outfit? Does the answer accurately reflect the perception you want to make? Is the message on point? Does it communicate your distinct point of view? Or will it confuse someone who finally gets to know you? Do your clothes brand you as someone whimsical, playful and carefree, yet deep down you are really more organized, disciplined and focused? Do you genuinely want the contradiction, and if so why? If not, remove anything that contradicts with your true message.
• 3. Stop obsessing over your weight. Practice compassion with yourself. Love and dress the current body you are in and then get out there and do the work. No one really cares if you are size 2 or 24. Just look great! J

During a recession, the time to cut back on marketing you is never. You are the message. Spread it (you) like wildfire and watch you and your signature style, your brand, your business grow. 

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Tags: Branding, career, Self-Discovery