When we think of branding, many of us immediately picture logos, websites and slogans. While these elements certainly play a part, branding is more than just a logo or a catchy tagline. Your brand is what people think of when they think of you. It’s what you most stand for. It’s the heart of who you are. If you’re meeting someone new for the first time, that person has no idea what your personal story is, where you’ve been or why you care about a specific way of life. People can only make assumptions about your brand (who you are and what you stand for) from their interactions with you, what other people say about you, and yes, even your fashion style! Your fashion choices can be a powerful tool in reflecting your leadership, attracting attention, taking authority, your personality and portraying what you stand for.
The Power of First Impressions and Non-Verbal Communication
The impact of fashion and appearance on branding isn’t a new concept. Institutions like private schools have long understood the value of a dress code in aligning an organization around shared values. When you dress with intention, you signal to others who you are and what you stand for. According to research, 98% of communication is non-verbal. This means your outfit, body language, and overall presentation can convey more than words ever could about who you are and what people can expect from you.
The Psychology of Color and Fashion
Much like graphic and interior design, there is a psychology behind color choices in fashion. Each color evokes a specific emotional response. For example, blue communicates trust and reliability. You’ll see this a lot in politics. Black conveys authority and dominance. Red is bold and energizing, while white symbolizes purity and peace. The colors you choose in your wardrobe speak volumes about your personality and professional approach. If you’re a realtor, wearing navy or gray can inspire confidence and stability. If you’re selling luxury properties, perhaps you choose rich tones or sleek, sophisticated styles to convey exclusivity and high-end service.
A Fashion Blunder
I had a personal experience that highlights the importance of fashion in shaping perceptions. I was interviewing a candidate for a position at my company, and she arrived for the interview wearing leather pants, black strappy 6 inch high heels, and heavy makeup. While her outfit was fashionable for a night out with cocktails, it wasn’t ideal for a daytime office interview. It made a memorable statement, but rather than signaling professionalism and dedication, her fashion style communicated something more like, “I’m a big deal, I’m making my presence known and you would be lucky to have me.” While I love a confident queen, trying too hard or leading with pride doesn’t align with our company values. While she had the chance to prove me wrong and change my mind during the interview, her fashion choices had already planted a seed of doubt. When it comes to your personal brand, you want your attire to reinforce your trustworthiness and professionalism, not create doubt. They say “don’t judge a book by its cover.” Well, we gave the girl a chance and hired her anyways and she ended up underperforming and ultimately being fired. That was before I knew how to trust my gut. I guess we all have to live and learn!
The Role of Fashion in Photography
Just as fashion impacts your personal brand, it plays a critical role in marketing and photography. When posing for lifestyle photos, the setting and your attire should align with the story you want to tell about your brand. If you're a realtor selling luxury homes, your outfit should match the high-end properties you're representing. If you're in a more relaxed market, such as golf course communities, wearing appropriate, stylish golf attire can reinforce your niche. If you’re an interior designer, professional photos in a stylish closet reinforces and doubles down on your offer. If you’re a down to earth writer, a casual picture on the couch with your laptop is fitting. Your fashion choices, along with the environments in which you choose to be photographed, should be authentic and in harmony with the message you want to send.
Fashion’s Impact on Confidence: The Link to Success
Your fashion doesn’t just impact how people see you. More importantly, it impacts how we see ourselves. When we dress in a way that makes us feel confident, we show up differently. We make more eye contact, smile bigger, engage more easily, and project a sense of authority and confidence that others can’t help but notice. There’s an economic theory called “The Lipstick Effect,” which suggests that even during financial downturns, people still splurge on small luxuries like makeup because of the psychological boost it provides. According to popular perception and a google search, “Wearing lipstick, particularly a bold color like red, can often lead to people paying more attention to what you're saying and potentially perceiving you as more confident, which can make them more likely to listen to you.” Are you catching that?? Your style can literallyimpact that number of deals you close in a year and the dollars in your bank account!
Authenticity and Branding: Your Fashion as a Statement
I recently saw an Instagram reel from a multi-million dollar business owner and coach who had tattoos covering her legs and wore bold, edgy accessories like a nose ring and lip ring. While her style appeared authentic to her, I was turned off by the appearance. I’m all for laid back, candid, authentic social content but something about the extreme lack of professionalism rubbed me the wrong way. While I like fashion and boldness and distinction, I value professionalism in a business setting. This is the power of branding: your style will attract your ideal clients while simultaneously separating those who don’t align with your approach. The right fashion choices help you communicate who you are, and the right audience will respond.
This doesn’t mean you should dress to please everyone. Wear what feels authentic to you! If you love bright colors, wear those pink sparkly shoes! If tattoos and bold accessories speak to your personality, flaunt them. Your fashion choices are a powerful form of self-expression and should be used to attract the clients who resonate with your brand.
Let Your Style Tell Your Brand Story
Fashion is an extension of your brand, and when you dress with intention, you not only feel more confident, but you also reinforce the message you want to send.
Whether you’re a new business, a ministry, a girl in a new city reinventing herself, let your fashion sense give the world a glimpse of what you care about and you will attract your people. Your brand is a reflection of your expertise, personality, and values. So, let your wardrobe work for you, and watch how your personal brand opens doors that usher you into next level growth, joy and alignment!

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