Earlier in the year I was awarded my AICI Certified Image Consultant (CIC) credential. It is recognised worldwide as a standard of excellence within the Association of Image Consultants International.
Even though I have been working in the field of image consulting for many years receiving this award was testament to the rigorous standards of practice and professionalism required by the association – the peak global body for image consultants.
Having this certification plus the many years of learning and hands-on experience has equipped me well to bring to my clients, education, consultation and transformation through styling for men and women, behaviour, colour analysis, non-verbal communication, business etiquette and more.
Image consulting may seem an odd credential for someone who works in personal branding and has a public relations background. But here I share with you my thoughts on the difference between image and personal brand.
Personal branding and image are not just catchwords; they are essential tools for establishing credibility, professionalism, and influence. When working with clients, the two main factors I address are positioning and professionalism. But what do these truly mean? The answer lies in the intersection of personal public relations, image management, and branding.
As a former public relations consultant, I’ve always believed that strategic communication plays a crucial role in shaping perceptions. While media relations can help build reputation and credibility, a strong personal brand is what truly sets an individual apart. People are at the core of every business, and how they present themselves can have a lasting impact.
Personal branding, image consulting, and public relations share common principles. Both image consultants and PR consultants work to enhance a person’s reputation, influence perceptions, and craft effective communication strategies. However, there are distinct elements to each discipline:
• Image consultants focus on visual presentation, helping clients prepare for public appearances, interviews, and speaking engagements. They help individuals feel confident and comfortable with their appearance and they guide individuals on developing a professional image that reflects their personal style and credibility.
• Public relations consultants specialise in messaging and media relations, ensuring a brand – whether personal or corporate – is consistently and positively represented.
• Personal brand consultants help individuals define their unique value, identify their target audience, and create a compelling personal brand story that highlights their expertise and experience.
Over the years, personal branding has evolved into a holistic concept, encompassing not only social media presence but also physical appearance, media profiling, and the overall perception one creates. In my business, I integrate all these elements to help clients establish a distinctive and authentic brand identity.
As an accredited CIC, member of The Association of Image Consultants International (AICI), I work alongside a diverse range of professionals – stylists, social media specialists, media experts, etiquette advisors, and leadership coaches. We are all in the business of managing impressions and shaping how individuals are perceived.
An article in the AICI Magazine, Brand is Image, resonated with me. It emphasised that branding must come from within, reflecting core values and identity. Whether for a business or a personal brand, authenticity is key. Your brand is not just about how you look; it’s about what you stand for.
For leaders, whether in corporate roles or entrepreneurial ventures, your responsibility is to set the standard. You must own your brand, be clear about your values, and ensure consistency in how you present yourself.
Consider the impact of your outer image. High-profile personalities, such as Nicole Kidman and David Beckham, collaborate with stylists to create a look that aligns with their star personas. Politicians carefully curate their appearance to maintain credibility and support their party’s messaging. Every visual choice contributes to the narrative they craft.
What does your personal image say about you? Your visual appearance should align with your brand values. If you want to be seen as intelligent, confident, and approachable, how does that translate into your clothing, colours, and overall style? Does your image enhance your professional credibility or distract from it?
Your personal brand should be intentional. It’s about consistency, credibility, and confidence. From your wardrobe choices to your communication style, everything should reinforce the best version of you. At the end of the day, your personal brand should reflect not only who you are but also the excellence and value you bring to your clients and colleagues.
You are your brand. Own it, refine it, and let it shine.
If you would like to elevate your image sign up for my free eBook, The Secret to Your Personal Brand Revolution. Get Your Free eBook Now!
Sue Currie is an image entrepreneur who guides and empowers business leaders and entrepreneurs to have “Spotlight Confidence”. She is passionate about helping professionals elevate their personal and professional brand through her speaking, coaching and training programs on Self Brand, Style and Speaking Skills, providing a multi-faceted approach to gain high transformation for her clients.
