In the Finance Industry, Building Trust Begins with Your Wardrobe
Copyright (c) 2009 Refined Images, LLC
In the hard-hit finance industry, building trust with clients unnerved by the shaky economy is critical. Creating a trustworthy image begins with the most visible element of your personal brand — your wardrobe.
Expectations for the finance industry are more conservative than other business sectors, since would-be clients subconsciously assume the style of their financial advisor’s dress reflects his or her values and decision-making expertise. Simply put those who accord care and attention to detail to their wardrobe are seen by clients as experts who can be trusted to demonstrate the same care and attention in handling money matters.
In a difficult and worrisome economic period, the right image and an excellent first impression become vital to every financial advisor. Thus, it is not surprising that a recent report from the data experts at Yell.com found that online searches for the professional services of image consultants increased by 206 percent over just the summer of 2008.
Accredited image consultants can position professionals in the financial services sector – as in other industries where credence is critical to success – to adopt a wardrobe that promotes trust.
An important aspect for men creating an image that says “trust me,” are conservatively styled, dark colored suits with a crisp, solid-color shirt and quality silk tie. Accessories must be conservative; a wedding ring and watch cover the extent of recommended jewelry.
A clean-shaven face also carries psychological weight in allowing a client to “see” more of a person, thus allowing someone to feel safer in the company of a professional who looks open and easier to judge..
“Trust enhancers” for women in the financial services industry include matched business suits. Skirts are considered more conservative than trousers. Closed-toe pumps with sensible heels (no higher than 2 inches) fit an image that says, “I will be sensible in advising you about your money.”
Professional application of makeup to create a polished yet natural finish denotes that same attention to detail that causes clients to feel safe.. Choose subtle signature jewelry that can consist of a simple brooch and/or classic earrings.
What not to do?
Men should keep haircuts above the collar and avoid excessively flashy apparel such as French cuff shirts with showy cuff links. Clients are less likely to feel comfortable with financial services professionals who appear frivolous. Holster clips for cell phones are too casual, and suggest multi-tasking and carelessness to clients: Not professional attention to detail..
Women in the financial services sector should avoid “girlie” hair bows and similar casual accessories, and avoid dangling or noisy jewelry. If you can “hear it,” as is the case with bangle bracelets, don’t wear it.
A conservative image also means not showing excessive skin. Choose long sleeves over short sleeves, avoid skirts that end higher than 3 inches above the knee, and avoid showing cleavage.
Dressing appropriately can inspire more than just your clients’ trust: Your successful look can inspire your peers to dress accordingly, enhancing the image of your company as well as your personal brand.
Employ that same attention to detail in choosing the right image consultant to assist you in your goals. Select an image consultant accredited by the Association of Image Consultants International, and investigate whether that consultant has training and proven experience serving corporate clients.
About the Author
Patty Buccellato, AICI, CIP, is president of Refined Images, a company specializing for more than 15 years in image and personal branding. Patty holds a Bachelor of Science degree in Fashion Merchandising from Western Michigan University, and is a Certified Professional Member of the Association of Image Consultants International – a distinction earned by fewer than 100 consultants across the U.S. To learn more, visit http://www.refinedimages.net
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