Everywhere you turn, professional women are stepping out as the face of their business via a carefully curated visual identity we have come to know as personal branding. When creating a personal brand, most of us liken the process to simply the identity part - how things look. But the true power of brand extends well beyond getting the look, feel and colour palette right. It is how these elements are communicated alongside values and ethos that will determine the success of the brand and the person behind it. The question is… is it all worth it?

What we wear matters. Whether we like it or not, clients are judging us on how we present and making a split second often unconscious decision about whether they want to do business with us or not. Here’s how I play the style card to send the right impression.