What a Difference a Poncho Makes
By Catherine Kaputa
A gray poncho. It was the indelible image of Martha Stewart being released from prison. Martha’s “Coming Home” poncho was a hand-made gift from a fellow prisoner and Martha proudly wore it for a dramatic exit out of Virginia’s Alderson Federal Prison Camp. And Martha brought her prized poncho to the office showing it to employees on her first day back, tossing off the line, “We’re looking for the pattern to bring it out.”
The poncho was a brilliant branding device because it enabled Martha Stewart to convey the right messages for rebranding herself. The image of Martha and her poncho said:
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Martha is back on top of her game |
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Martha made lemonade out of lemons |
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Martha bonded with her fellow prisoners |
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Martha is stronger because of this experience |
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Martha can pluck style from anywhere |
With her gray poncho, Martha took control of her brand message. Remember how Martha looked in the months leading up to her conviction? In a word, guilty. She was hiding from the press, often caught looking unglamorous and shielding her face.
Visuals “speak” a potent language. Your visual image can convey whether people will perceive you as a winner or a loser, guilty or not guilty, cheap or expensive, likeable or not. That’s why branders pay such attention to packaging and the look of a brand.
How something looks is often the point of first impact and lasting impact for a brand, be it a person, a company or a product. As the Chinese expression goes, “A picture is worth a thousand words.” Make sure your visual identity speaks the right language to move your brand forward and connect with your target audience.
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April 1, 2005 Vol.1, No.3
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Q:
How should I dress for a job interview?
A:
It depends on where you are interviewing. You want to dress as well as the person you are interviewing with and in a style compatible with the company culture and industry. Looking the part can often get you half way there in many companies (and maybe all the way in others.) One client who runs her own marketing company nixed two candidates who came dressed ultra conservatively on a job interview. Her reason? Marketing is a trendy business and her client list is cutting edge. So do your research and dress accordingly.
Who We Are
Catherine Kaputa is a career/business coach and brand strategist who uses branding
principles and strategies to help executives, enterpreneurs and companies achieve
business results.
www.selfbrand.com
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