FRAGRANCES, WHAT TO WEAR, AND WHEN
By Lesley Everett

In this visual world, it's important to understand that we all have brand personas just like a product.

You already have a Personal Brand, whether you've consciously developed it or not. It is a collection of the perceptions that others have about you, and how they think of you when you're not there.

What do people say behind your back? Is what people say in line with who you think you really are, and what you stand for? Or are you leaving a lot to chance?

The way we package and present ourselves is our branding to the outside world.  This personal branding comprises first impressions, voice quality, body indicators, attitude, behaviour, clothes and appearance.  We need to be consistent, clear and on message.

And, everything you do every day in your job – emails, calls, meetings and presentations – all either reinforce your authentic brand, or weaken and dilute it.  

How to get started on building your personal brand:

1. Create a chart of all the words or short phrases that describe your brand – your values, your strengths, your personality and style

1. Then get others to give you 3 words that they would use to describe your brand

1. How big are the gaps?

1. What needs work to be more congruent with who you really are?

1. What behavioural traits need to change?

1. What do you project well and consistently about yourself that is a strong part of your brand?

So you not only need to dress like you mean it, because clothes are external clues to your personality, but something as simple as the fragrance you wear also speaks volumes about your brand.

Overdone, it can turn others off – prospective employers, dates, colleagues. Studies have showed us that people who DON’T wear aftershaves and perfumes to interviews are more likely to get the job! This tells us that we can offend, over-do and get it wrong with heavy, unsubtle aromas.

Men and women should aim to smell naturally shower-fresh.  Avoid 'splashing it all over'’. If you really want to use fragrance at work then the scent you choose should be different to what you wear at weekends.  Certainly avoid anything heavy and ‘old-fashioned’ for the office such as Brut and Old Spice and for women, those heady, sometimes migraine-inducing fragrances such as Chanel No 5 or YSL Opium. 

A Guide:

Morning meetings: ideally, opt for shower & clean laundry freshness - natural

Lunch meetings: a very light eau de cologne mist - light citrus works well

Afternoon meetings: no need to top up!

Evening meetings/galas/dinners:

Do not mix fragrances if you have used some during the day! Yet assuming this will be a new application, then something a little heavier will work well.  Top Tips: less is definitely best. Light naturally fragranced skin balms for guys are perfect and understated scents are chic for women. Dry clean suits regularly to remove stale smells.

Lesley Everett is a leading authority on Personal Branding and founder of Walking TALL International.

Tel: +44 1344 427977

lesley@walkingtall.orgwww.walkingtall.org