Personal branding: Making an Impact with Attire

When preparing to meet your clients for the first time how much thought do you or your employees give to what you are wearing?  I always say we never get a second chance to make a first impression.  It is important to our image matches the message we want to convey.  How we dress sends subliminal messages to clients we meet which can influence them – get it right and you can gain an advantage over your competitors.

If you look good – you will feel good – and it will show.

Lasting impressions are established in 4 minutes, people judge by:

  • What they see – 55%
  • How you act – 38%
  • What you say – 7%


Choosing and using colour effectively

We are all affected by the colours around us.

When choosing the colours to wear you should consider the image you want to project.

Using colour for impact

You will notice that sharp combinations such as black and white are used by those in the public eye who wish to project authority, such as the police, judges etc.  Colour can be used effectively to influence the perception of others – follow the tips below to achieve this with your own clothes.

The best colours for you will be those that work with your individual colouring.  Colour analysis would help to identify your individual colour direction by establishing the colours that work in harmony with your colouring.  Colour characteristics are determined by pigments in the skin, hair and eyes and in colour analysis we refer to the three qualities of colour as depth, undertone and clarity.  Visual balance and harmony result from wearing colours with the same or similar characteristics as our own colour pattern.

If you want to project authority for example like the police; wear black and white together.

Here are some common colour associations.  These relate to the western world and of course, will vary in other cultures and nations.


Positive Effect:            Up-beat, confident, assertive, exciting, bright.
Negative Effect:          Aggressive, domineering, threatening.

Wearing red can give you energy when you feel tired.

It can give you authority and confidence – wear at presentations or when feeling in need of a confidence boost.


Positive:           Respectable, neutral, balanced.
Negative:         Dull, uncertain, safe.

In business this colour is the safest.  It is less authoritarian than navy or black.


If you team your grey suit up with a blouse or shirt in a strong/vibrant colour like violet or turquoise you can project innovation and creativity, whilst still remaining professional.


If you want to project authority and status wear darker or brighter colours with a high contrast, the maximum for your colouring –  e.g. black and white or navy and cream).

Wear structured, tailored styles – avoid loose or floppy fabrics.

it’s the little things…

Add extra details to show individualism, creativity and quality like a belt, accessories, pen, bag or briefcase.

Image for your website photo

It is worth thinking about the message you want to convey to your clients before you have a photo on your website.

If you are in the creative sector, you can go for colours like purple and if you are an accountant or in finance blue conveys that you are intelligent, professional, trustworthy and credible.

Website Videos, webinars and  TV appearances

It is often difficult to know what to wear on camera. Many things that look fine in person are not so flattering when on camera.

Here are some tips:-

  • It is best not to have too many conflicting visual images in your clothing when you appear on your video or when doing a webinar.
  • Avoid black and white, particularly worn together.  Pure white can be difficult on camera as it tends to burn out and black is overwhelming.
  • The colours that are easy on the eye are colours like blues, greens and purples.  Blue-greens and turquoise shades are particularly good.  Be aware that deep greens look black whilst bright greens can be blinding.
  • Purples look great on camera and suit most people.  These can range from medium lilac, violet or soft plum.  Avoid deep purple which can look black on camera.
  • Plain styles are best to wear, keep it non-fussy with little detail.
  • Think about your neck line.  If you have a short neck avoid cluttering it with a collar, scarf or chunky necklace.  Keep the neckline open like a V-neck or cowl.
  • Avoid complex patterns like parallel lines, dots and paisley.  On camera they blend together and look like a mess and can be too busy for your audience. A subtle pattern in your tie or suit probably won’t even show up on camera.

I hope you find these tips helpful and enjoy “Dressing for Success” in business and in your personal lives.


Denise Dale

Denise Dale has worked in the Image Industry for 18 years and specialises in helping people create a personal impact whilst saving money. Denise offers bespoke packages to help you with your personal branding and advice on how to build a capsule wardrobe that matches your budget and life-style. Denise also helps people discover their purpose & how to make their dreams a reality. This means that they can live lives they are proud to own. Denise has been a guest on Premier Radio’s Woman to Woman and was live on air for Kate and William’s wedding in April. She has been a Personal Shopper at Debenhams, and as a specialist consultant in Colour and Style to the Burtons Group. She is a teacher at Kingston and Havering Colleges on Colour & Style. Denise works with a number of professional people, working mums, teenagers and young people. She is also a Nutrimetics Consultant and offers wedding make-up and wedding planning services. //

Be the change that you want to see. Step into your leadership.