One of the best pieces of business advice I’ve been given is this:

“Dress for the audience to whom you want to speak.”

I can’t remember who said it, but it stuck. It applies to all aspects of business dress. When you go networking, if you want referrals to business leaders, don’t turn up in jeans and a scruffy t-shirt. When you’re meeting a potential client for the first time, unless they run a gym, don’t turn up in leggings and trainers. When you’re speaking on any stage, think carefully about the impression you want to make on your audience.

You might not be there yet – speaking at the level at which you would like to be speaking – and that makes it even more important to think about what to wear. Plan your uniform.

Standing Out

The opening keynote speech at the GSA event was amazing. Not just because of the content, but also because of the outfit in which it was delivered!

The speaker wore a very smart, black, white and red suit skirt and jacket. Her hair was immaculately styled. Her clothes fit perfectly. Her lipstick was bright red. She told us a story of how her school teachers told her that she would amount to nothing. She told us that part of her transformation came from finding her ‘uniform’, her signature look. She now has an agent who books speaking engagements for her, all around the world. This agent told her a couple of years ago to start writing down exactly what she wears to each event. Why? So that she knows not to turn up to the same client or the next gig wearing the same outfit. So that she maintains the level of elegance and sophistication for which she is known. So that her clients have assurance that they will always get what they have booked.

This speaker even goes so far as to dress to her brand. Black, white and red. I don’t go quite that far – my brand colours are blue and green – and I also love wearing red and purple and stripes. (I have just ordered a new electric car, for delivery in three months. I could have had a black one on the day I ordered. Did I? No! I paid extra to order a bright blue one, because I am known for always driving bright blue and green cars!)

While you don’t necessarily need to stick to corporate colours in what you wear, what is important is having a uniform that you wear. If you’ve seen me speak, or you’ve met me at a networking event, you might have noticed my ‘uniform’ of a short dress and a pair of knee-length boots. In certain circles, I’ve become well-known for my boots and their absence is commented on.

So why no boots in the photo of me at the top of this issue of Scribbles? Early September in Germany was unseasonably warm for the time of year. I travelled out in my boots but then had to swap them for shoes, as it was too hot. But I still wore my signature short dress!

Stamp it Out

Back in the UK, I attended a networking event for speakers. Even though I wasn’t speaking, I wore one of my short dresses. At the event, a relatively new speaker gave a short, introductory talk. He told us that he was looking to speak to business leaders and CEOs. So why did he turn up in jeans, trainers and a creased shirt that wasn’t tucked into his jeans? I struggled to listen to his content because I was too distracted by the messy view in front of me. I would be very hesitant to recommend him as a speaker, as I would be worried about him creating the wrong impression with the client if that’s what he chose to wear for a paid engagement. It would create the wrong impression of me too. My clients wouldn’t expect me to recommend someone who turns up not looking the part.

You don’t have to be a follower of fashion, or spend a fortune on new outfits. Most of my clothes now come from good quality second-hand or charity shops (part of my effort to spend less on new ‘stuff’ as there is already too much of it in the world.) What you do need to do is find your style and stick to it. Understand your clients and your audience and dress to suit them. If in doubt, dress one level above what your audience will be wearing – you can always take your jacket off, after the start of the event. Find your uniform and build it into your marketing, in order to Stand Out from your badly dressed competitors!