The Professional Image Toolkit book Articles from the authors of The Professional Image Toolkit How to Look Like You Mean Business Follow the link... Articles & Press Kit Corporate Icon: Featured on "New Attitudes" on the Lifetime Channel and quoted in newspaper & magazine articles. Board Members of: The Association of Image Consultants International, Southern California Chapter Members of: National Speakers Association American Society of Training & Development Meeting Professionals International  Corporate Brand, Reputation, and Image ________ by Patricia Cisneros Branding has been the marketing buzzword since the mid-1990's...and what is the word most synonymous with "Brand"? It is "Image." Positive or Negative Brand and Reputation have much to do with the perception of the company's image. The COMPANY'S REPUTATION is a result of the marketplace's perception of the CEO's REPUTATION from word-of-mouth, Internet talk, and from the media. The Company Brand/Reputation/Image is affected more and more by the business decisions made by the CEO, and- since President Clinton's personal behavior was highlighted in the media- now a CEO's personal lifestyle will be receiving more than passing scrutiny. The media is responding to the public's fascination with "What kind of person is the CEO of [any] company?" Magazine articles with a feature photo and interviewing CEO's are more popular than ever, as well as television programs with a dais full of prominent CEO's, Presidents, and Chairmen of major corporations and tech companies. The public wants to see, hear, and watch the CEO as they respond to questions about the direction of their company in this economy. If the company is having a particularly bad year of performance (i.e., airline and tech companies), or worse yet, a damaged reputation due to lawsuits (i.e.,accounting firms, tire and car manufacturers), the public is especially attentive to the image of the people at the top. The marketplace is passing judgment on the Company Brand and whether to invest in their stock, utilize their services or to purchase the product at the local consumer level. [Copyright (c) 2001 Corporate Icon. All rights reserved. Requests for reprint are welcomed. Author acknowledgement (Patricia Cisneros) and contact information must accompany articles.]Use This Link To Read The Rest of This Article and More Articles...    Increase Credibility and Client Confidence by Investing in Your Business Wardrobe ____________ by Susan K. Abrams Your prospects, clients and global community relate better to self-confident executives who use their image as a powerful marketing tool. In this corporate climate of a “Crisis of Trust”, use every advantage to ensure credibility and client confidence. Does it say “Credible, Confident and Successful?” The message you send by the way you dress, speak and behave communicates professionalism or the lack there of. You need to build your investment plan with your personal finances and your professional industry in mind. This means take in consideration your current budgetary situation and the culture of your industry. For the professional, research suggest that your waking hours during the week are somewhat spent like this: 13% Preparing meals, eating 25% Leisure (sports, hobbies etc.) 62% Working and travel The bulk of your investment should go towards your professional wardrobe. Budget to invest per year at least four weeks’ take home salary on these clothes and one weeks’ salary on your casual clothes. It just makes sense that you invest a higher percentage on the clothing that you spend the most time in. Investment Formula Women: Business Wardrobe Take one month’s net salary and that equals your Annual Business Wardrobe Investment [ABWI] One Month's Net Salary = ABWI Casual Wardrobe: Take your monthly net salary and multiply by 25% and that equals your Annual Casual Wardrobe Investment. Monthly Net Salary X 25% = ACWI Men: Business Wardrobe Take your monthly net salary divided by 4 and multiply by 3, and that equals your Annual Business Wardrobe Investment. The women’s formula for the Annual Casual Wardrobe investment is the same for men. Men typically invest higher dollar amounts on suits and women prefer more variety. Women invest in more options, e.g., suits, dresses, separates and accessories (scarves, jewelry, purses and shoes). This is why we allocate more investment dollars for women. Another way to determine investment buying is by the Cost per Wearing formula: $400.00 suit – worn every 2 weeks 26 wearings per year A good suit will last at least 3 years 26 X 3 = 78 wearings $400 divided by 78 = $5.12 per wearing (Cost does not include dry cleaning and repairs.) Compared with $175.00 cocktail dress – worn maybe 4 times a year. (You know you’ll buy a new one next year.) $175.00 divide by 4 = $43.75 per wearing (Cost does not include dry cleaning and repairs.) Investing in your professional wardrobe saves you money in the end. Remember always buy the best quality you can afford and your investment will be sound. (Research provided by Image Resource Group.) [Copyright (c) 2002 Corporate Icon. All rights reserved. Requests for reprint are welcomed. Author acknowledgement (Susan Abrams) and contact information must accompany articles.