Did you read that Sarah Palin had spent over $150,000 on new clothes in the run up to the recent US election?

Some people would argue that she needed those clothes to project the right image. This may be true in politics, but I don’t think it is for business. Why? Because the smart people you deal with look beyond artificially constructed images for something else – you.

Here is a more personal example. I remember working with a salesman who swanked around in an Armani suit. This salesman had a peculiar nickname ‘two-suits’. Apparently, the legend was that he wore one suit in the morning … and a clean one in the afternoon.

It quickly became apparent that ‘two-suits’ was a better poser than he was sales professional. He looked great, but he was ineffectual when it came to helping other people decide – which was his job. Being with him felt like going into a posh restaurant and being served a fry up. Not quite what you expected from the packaging.

A lot of people make the same mistake when it comes to personal branding. They think it is all about getting a new wardrobe and their colours done. If only it were that easy … but it’s not.

Ask yourself:

Do I look, sound and feel like a £1,500 a day consultant? (whatever you charge)

or

Do I look, sound and feel like someone who could be trusted with £100,000, from one of the Dragon's den entrepreneurs?

or

Do I look, sound and feel like someone who listens to the customer's ideas too?

Try to see yourself as others do. Put yourself in their shoes and realise that they are evaluating you. They look at the artefacts you use, listen to the stories you tell and respond emotionally to your behaviour. That's how they decide, usually unconsciously, if you fit with the brand they want to choose. And, do you?

Incidentally, Barack Obama’s wife - Michelle - made headlines when she wore an inexpensive, off the rail, $150 dress. And, he still won the election – and it’s obvious why, isn’t it?