Rising To The Top - David LaManna

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IMAGE: IT'S WHAT YOU MAKE IT
By David LaManna

In our everyday efforts to achieve the goals we have set for ourselves, it is not uncommon for us to emulate successful people and to pattern our activities after those men and women who have already demonstrated a high degree of achievement in their careers. By infusing our own individual trademarks together with proven successful methodology, we can readily establish a clear track on which to run our own "success train". One of the most important activities that successful people do to advance their careers is image-building. And whether we're just beginning our careers or seeking to take the next step up the ladder, the image we portray is of critical importance.

Developing Image

Once we understand and accept that image plays a major part in determining our individual and business success, we can concentrate our efforts on making certain that we are projecting the image most conducive to that success. Think for a moment of your own industry or business. What's the general public's perception of it? How about your current customers? What do they think of you and your business? Whatever the answers, it important that we do all we can to create and maintain a superior public image.

So, what constitutes image? Simply stated, everything we do and say is part of the image we project to others. Our stationery, attire, office décor, advertising, sale technique and personnel all have a part in making up the composite picture of our company's image. Some image-builders are so common that many times they are taken for granted, forgotten or even overlooked. Below are just a few ordinary ideas that can have extraordinary impact on your personal and business image.

1. Develop and Maintain a Commitment to High Ethical Standards: Sure, we've all heard this before but there are people who represent themselves as professional and yet refuse to adhere to the rules of fair play in their business transactions. The decision to be guided by high moral and ethical behavior is one that each of us makes of our own accord. Being ethical is a personal goal to which every business-person should aspire. It's what can readily differentiate the career professional from the person who is merely working a job. It's also the type of behavior that gets favorably noticed by the people we are serving.

2. Learn Your Profession: We can't properly serve our customers without current knowledge and skills. (Would you want a 15th century physician performing a delicate surgical operation on you?) Likewise, our customers deserve the most up-to-date technology and information that are available. Know that when you engage in a trade or profession you have committed yourself to lifelong renewal of knowledge and continued progressive education. Without this type of commitment you won't even be in the ballpark, let alone the game. Take courses of study toward earning a designation in your industry or learn a completely new skill that will benefit your customers. With the ever-increasing sophistication of our client base, it's imperative that we stay on the cutting edge. Our image stands out clearly when customers experience our knowledge and our dedication to staying abreast of new ideas in our field.

3. Public Relations: PR involves a continuous effort to keep the public informed on issues relating to our industry, our own business and ourselves. We can earn the confidence of our customers simply by letting them know who we are: our recent and ongoing professional accomplishments, civic activities and volunteer work. All the things we do in the public arena serve to distinguish us from others and brighten our image.

4. Association Membership: Professional, trade and business associations give us the opportunity to work with our peers toward common goals that can benefit both ourselves and the community. The WBA, for example, is a business group that is always seeking ways to improve the community wherein its members live and work. Our image receives a positive boost when we take an active part in an association.

There are so many simple ways to create and add to the positive image that our clients and the general public have of us and our businesses. Choose the methods and means that work best for you. The main point is that you don't leave the creation and perception of your public image to chance. Image-building is an ongoing part of our lives and businesses. Ask yourself: What image does the public (and your client base) have of you and your business? What image do you want them to have? Who do you want to be responsible for creating and maintaining that image? Use the answers to these questions as a springboard to developing or enhancing your current image-building program.