IMAGE...
A commercial investment... A competitive edge.
The capacity of employees to look good and sound right has become a highly marketable asset for employers.
"Companies have long used the aesthetics of their hardware - buildings, logos and designs - for corporate benefit... There is now an increasing conflation of individual and organisational use of aesthetics, as companies seek to mobilise, develop and commodify individual employees as physical capital�Employees become embodiments of the employing organisation and/or simply attract more customers through the door� to create commercial benefit for (the) employing company."
- Style Counselling in the New Economy, The Industrial Society, 2001.
On a continual drive to increase profit, companies have long spent vast amounts on projecting a successful corporate identity through their impressive Headquarters, websites, marketing materials and product portfolios. Yet inconsistently, this brand-building has generally been at the neglect of arguably the most influential corporate face of all - the image of employees.
In order to be effectively persuasive, client-facing staff must make an instantaneous impact. With 93% of the first impressions we make being attributable to image, what better resource to work on than the visual and behavioural impact your staff are making?
Download full article: Image: Corporate Power (PDF - 84 KB)