AICI Global t h e
e t i q u e t t e
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Modern Manners: Etiquette in the 21st Century To Tie For
Our Favorite Menâ€™s Accessory Are You
International Image Consultant Day Are You Ready?
Embrace Your X-Factor October 2013
Education. Experience. Excellence.
2013 | 2014 AICI BOARD OF DIRECTORS
President – Jane Seaman, AICI CIP Past President – Kimberly Law, AICI CIP Secretary – Cindy Ann Peterson, AICI FLC Treasurer – Joanne Rae, AICI CIP VP Certification – Delby Bragais, AICI CIP VP Chapter Relations – Riet M. de Vlieger, AICI CIP VP Conference – Jennifer Howard, AICI FLC VP Education – Christina Ong, AICI CIM VP Communications – Coca Sevilla, AICI FLC VP Fund Development – Imogen Lamport, AICI CIP VP International Relations – Valerie Antoinette Berset-Price, AICI FLC VP Marketing – Zayna Mosam, AICI CIP VP Membership – Carolina Bejar, AICI CIP Executive Director – Andrew Shelp AICI HEADQUARTERS 1000 Westgate Drive, Ste. 252 St. Paul, MN 55114-1067 Phone: 651-290-7468 Fax: 651-290-2266 www.AICI.org Comments about the magazine? firstname.lastname@example.org
2 | October 2013 magazine
VIEWPOINT When I Google-searched “etiquette” this summer, the image results spoke volumes. Most were in cursive fonts, accompanied by old-fashioned artwork and photos. Does this visual depiction reflect a dead art form? Certainly not. AICI Global Magazine’s fourth issue sheds light on the elusive and ever-changing etiquette for the 21st century, featuring important Do’s and Don’ts for travel, digital communications and business behaviors. Etiquette breeds civility—something we need and crave in today’s complex world. Aside from celebrating the first International Image Consultants Day on November 23rd (page 27), I’m thrilled to introduce Grant Harris as AICI Global’s new managing editor. If there’s a topic you’d like to see covered or would like to contribute to the magazine, please contact him at email@example.com. We also welcome Imogen Lamport and Susan Hesselgrave as VP Fund Development (advertising contact) and proofreader, respectively. I’d like to personally thank Dr. Desmond Chan for his leadership as editor-in-chief for AICI Global’s first three issues. A naturopathic doctor, Chan researches health and fitness image management and image psychology and believes in the holistic approach to personal development. As the new editor-in-chief, I hope to carry out what he began. Lastly, I’d like to thank Magoe Johnson, former VP Communications, for her vision and dedication to making this magazine a reality. She is a tireless advocate for AICI and a mentor to many. I wish her the best as she passes the torch to Coca Sevilla. Best Regards,
Inside This Issue
Appearance & Style
Dress Codes: An Evolution.....................................................07
To Tie For................................................................................08
Communications Are you Monochronemic or Polychronemic?..........................10 Make An Impact With Disabilities Etiquette..........................12
Business A Plan For Success.............................................................15, 35 Top 10 Business Do’s & Don’ts...............................................16 Embrace Your X-Factor...........................................................18
Modern Manners: Etiquette in the 21st Century................... 20
Learn It, Know It, Live It. Editor Picks from Amazon.com....22 Video Feature: Mr. Porter’s Office Etiquette...........................24
A Letter from AICI President Jane Seaman............................26 Promote Your Business on Int’l Consultant Day....................27
BETWEEN US Member Spotlight: Hildeberto Martinez................................28 New Additions to the AICI Family.........................................30 Upcoming Events....................................................................32 IIC Day In 2014 Chase’s Calendar of Events..........................36
The Association of Image Consultants International | 3
EDITOR-IN-CHIEF Thea Wood, AICI FLC MANAGING EDITOR Grant Harris STYLE EDITOR Grant Harris BUSINESS EDITOR Karen Brunger, AICI CIP ETIQUETTE & DEPORTMENT EDITOR Sangheeta Bahl, AICI FLC TREND REPORTING Chris Loney VP COMMUNICATIONS Coca Sevilla, AICI FLC VP FUND DEVELOPMENT Imogen Lamport, AICI CIP PROOFREADERS Bernie Burson, AICI FLC Susan Hesselgrave AICI GLOBAL is produced quarterly by Association of Image Consultants International, a nonprofit dedicated to advancing the level of professionalism and enhancing the recognition of image consultants. AICI GLOBAL promotes AICI’s ideas, activities, interests and goals to its members. Responsibility is not assumed for the opinions of writers or other articles. AICI GLOBAL does not endorse or guarantee the products and services it advertises. 2013© Association of Image Consultants International. All rights reserved No part of this online publication may be duplicated or reproduced without permission from the publisher. While every effort is made to ensure accuracy of information included in the magazine at the time of publication, the publisher shall not be liable for damages arising from errors or omissions.
4 | April 2013 magazine
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Develop and expand your skills as an image consultant with our unique holistic approach. Enhance your credentials with AICI CEU authorized courses. Training DVDs, workbooks and tools you need to succeed are available on our website. Maximize your success!
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karen brunger BHEc, AICI CIP
image & communications coach & trainer recipient of award of excellence international pastpresident of AICI systems & products in over 70 countries
1.905.303.8636 . toronto . canada
APPEARANCE & STYLE
Dress Codes An Evolution Image consultants who work with corporate clients on dress codes know that the general trend for new millennium dress codes is less formal. In the 1980’s, it was all about women wearing power suits that mimicked menswear, with a few feminine touches. For men, it meant pinstripes and slicked-back hair. In the 1990’s, business attire became more about mixing and matching − blazers replaced suit jackets, matched with khaki pants. Women became more feminine with colorful scarves and open-toed pumps.
n the new millennium, accessories speak volumes for workplace personality. From handbags to iPad cases, less traditional prints and designs are more widely accepted, even in conservative industries like legal and finance. The relatively new high-tech sector embraces business casual as part of its industry culture. Dominated by a younger demographic dressed comfortably for 15-hour programming marathons, this industry has directly and indirectly influenced the corporate world’s sense of style and business protocol. Levi’s led the casual dress code charge in the early 1990’s, pushing “Casual Fridays” as a no-cost perk to budgetconscious companies who wanted to keep employees “happy”, according to Marketplace. Levi’s sent brochures titled “A Guide to Casual Businesswear” to 25,000 human resource managers across the country, featuring different business casual outfits. It’s no surprise that each look featured Levi’s new brand of pants, Dockers. Today, Levi’s and other clothing powerhouses may send their mailings directly to image consultants rather than human resource managers. Their expertise in this area can help companies determine how casual or formal their dress codes should be based on their industry, corporate culture and clothing trends. The Association of Image Consultants International | 7
APPEARANCE & STYLE
“To Tie For” by Grant Harris
The necktie. According to author and poet Oscar Wilde, tying one properly is the first serious step in life. We dare not disagree. Whether fashioned in silk, wool, cotton or linen, wide or thin, the necktie is the paint brush by which men (and women!) can put the final touches on their ensemble. Here, we discuss the long and short of how to wear a necktie (we’ll get to how long yours should be later).
Color & Pattern The color and pattern of your tie should always coordinate. Color and pattern should create synergy and harmony for the viewer. There will always be a color, but not always a pattern. Blue and green, black and white, peanut butter and jelly. You get the idea. One should not overpower the other. When it comes to fine dressing, subtlety is the order of the day. Darker colors and smaller patterns are more formal and should be worn as such at occasions which call for it, or at night. Light colors and large patterns are more casual and are best worn during the day in sunny and vibrant environments.
Length & Width Many men struggle with the length of their tie. We’re convinced it harkens back to Freud and phallic symbolism. The hard evidence suggests that the front blade of your tie should reach the middle of your belt buckle. We agree, although much like cigars, tie length is a highly personal choice. Wearing one blade longer or shorter than the other shows some dash and playful insouciance. However, 8 | October 2013 magazine
the difference in length should not be so disparate as to warrant unwanted attention. Tie widths widen and narrow as decades come and go. Today, some ties are shoe- string thin. This extreme is uncalled for in most business environments. We have come to find that the most versatile width which fits most men’s proportions falls between 3 and 3.5 inches.
Fabric & Function Most ties are silk, and silk is lovely. However, there are many types of silk. Shantung and grenadine just to start. More advanced tie wearers are intimately familiar with the versatility of cotton, linen, wool and cashmere ties. Just as one migrates from heavy to light fabrics in suits, so should one with ties. Your tie should match the weight, proportions and atmosphere of the rest of your attire. The function of your tie is simple. It serves no function. It is purely a piece of artwork to adorn the chest and create a linear illusion for the viewer. As such, add it as the finishing touch to an outstanding ensemble.
Tying Up Loose Ends: Tips for Ties
1. Dark colors for evening and formal occasions. Light color for day and fun. Patterns are best kept to a minimum and should never overpower the viewer. 2. Length should be proportionate as well as width. The longer the better is the general rule. No one wants to look like theyâ€™re wearing a bib. Recommended widths are between 3 and 3.5 inches for business settings. 3. The fabric of your tie should match the season and your attire. Light for warmer months, heavy for cooler months. Your tie serves no function other than as art, so use it as a paint brush for your mood. Stay stylish,
The Association of Image Consultants International | 9
Monochronemic or Polychronemic? Thea Wood, AICI FLC
hronemics is the study of how people communicate through use of time based on how they perceive and value time. Cultures tend to fall into two time system categories, according to Wikipedia:
Monochronic Time = A system whereby things are done one at a time and time is segmented into precise, small units. Time is scheduled, arranged and managed.
Polychronic Time = A system whereby several things can be done at once and a more fluid approach is taken to scheduling time.
10 | July 2013 magazine
Cultural Differences (source: The Articulate CEO): Monochronic Cultures • • • • • •
Do one thing at a time Value order Do not value interruptions Take deadlines very seriously Adhere to rules of privacy and pre-determined plans Consider tasks and objectives as “must do’s”
Polychronic Cultures • • • • •
Do multiple things at the same time Manage interruptions well Willing to make changes often Concerned with close relations more than privacy Consider tasks and objectives as relationship-based desirable outcomes
Examples of Both Cultures Monochronic Cultures Australia Denmark France (northern) Germany Japan New Zealand Russia (northern) Switzerland United Kingdom United States
Polychronic Cultures Brazil China Egypt India Italy Mexico Pakistan Philippines Spain Saudi Arabia Cross-chronemic communications may be impaired by these differences as they may be misinterpreted as insulting or unreasonable. Understand your audience’s cultural communication differences for successful business and social interactions.
The Association of Image Consultants International | 11
Make an Impact with Disability Etiquette
12 | October 2013 magazine
ctober is Disability Employment Awareness month in the United States. This is the perfect opportunity for image consultants to practice disability etiquette in our everyday communication with clients and the public. Using disability etiquette in communication is not only civil, it makes good business sense. More than one billion people worldwide experience some form of disability. In the United States alone, 20% of the adult population (54 million people) report having a disability. What language do you use to describe disability? Consider the following best practices to ensure your verbal and written communication reflects the highest standards of civility. There are two common disability stereotypes to avoid in our speech and writing. First, do not view disability as a tragedy. Eliminate negative and outdated words like “poor,” “unfortunate,” “tragic,” “victim,” “stricken with,” “suffers from,” “sentenced to” and “afflicted.” These disempowering words project unwanted pity instead of acceptance. Say or write instead, “she is living with a disability,” which is nonjudgmental. A second common mistake is to go to the opposite extreme with “super-hero” language. Referring to a person with a disability as “courageous,” “heroic,” “inspiring,” “brave,” “overcoming a handicap” and “succeeding in spite of disability” implies that it is unusual for people with disabilities to have talents. Well-intentioned words can also be taken out of your vocabulary. How would you react if you heard, “For normal clients, a normal shopping trip includes x, y, and z.” The word “normal” implies that people living with disabilities are “abnormal.” Trendy words like “handicap-able,” “physically challenged” and “differently abled” are also poor choices. They can be seen as patronizing and inaccurate. How can you learn more about disability etiquette? There are exciting opportunities for image consultants to make an impact through philanthropic training programs focusing on disability etiquette, plus appearance, behavior and communication at the new non-profit Image Impact International.
People First Language was developed to humanize our language and put the person first, not the disability. It is easy to use People First Language in everyday communication: Words to Lose Handicapped, invalid, patient, special, special needs Crippled, confined to a wheelchair, wheelchair bound Crazy, insane, deranged, mental case, psycho Retarded, retard, imbecile, moron, feeble minded Slow learner
Words to Use Person with a disability, person living with a disability
Pamela Judd, AICI CIP is the President of Image Impact International, a global non-profit whose philanthropic program Campus 2 Corporate 2 Community Impact focuses on career readiness, civility and disability. Find out more.
Person who uses a wheelchair or wheelchair user Person with a mental illness Person with an intellectual disability Person with a learning disability
The Association of Image Consultants International | 13
Executive Presence System
Licensee Program Developed by Diane Craig
I’m Diane Cra Craig of Corporate Class Inc. For 30-years, I’ve been helping North America’s leading organizatio organizations ensure key employees reach their full potential with m my Executive Presence System. Now, I’m offering IImage Consultants the opportunity to jjoin oin the Executive Presence System Licensee Program.
Imagine: > Breaking int into the profitable world corporate w doors to Fortune 500 companies > Opening doo results and profits > Seeing resu of weeks in a matter o My Executive Presence System is an established brand with a proven track record. As a Licensee, you receiv receive immediate recognition to ensure yyou ou build your own corporate client network.
Limited L imite Offer! To T o ensu ensure Licensees have exclusive rights within a territo territory, we cap the number of candidates. For F or m more details click here E mai email@example.com Email:
Diane Craig President and Founder, Corporate Class Inc. 14 | October 2013 magazine
A Plan For Success: You Need A Plan, But What Do You Put in It? By Brian Lipstein, AICI FLC
First, determine the purpose of the plan. Is it to go after large amounts of funding in order to support the startup costs of the business? Or is it operational and used to guide the direction of the business? The type of plan will determine the depth and direction of each of the following elements. Executive Summary Summarize the best parts of your plan. Highlight your business concept, financial requirements, current position of the business and any major achievements you have to date.
Business Description Lay out all the technical pieces of what your product or service is, the problem it is going to solve, how it is going to solve that problem, etc. Outline the legal and management structures, and how you will gain a competitive edge.
continued on page 35 The Association of Image Consultants International | 15
Do’s & Don’ts
ress in attire appropriate to the occasion. When in doubt, it’s better to be D dressed to a higher level. Give and receive business cards respectfully (use both hands with Asian cultures), with the printing facing the person receiving the card. When receiving the card, take a moment to look at it, comment on the card, and then place it in a card holder.
Be punctual for work and for all meetings. In polychronic countries, such as Brazil and Italy, meetings may not start on time, but if you are the one seeking business you are expected to be punctual. In monochronic countries, such as the United States and Germany, punctuality is required.
Respect your clients’ and colleagues’ time, and be considerate of their needs. In monochronic countries, the focus is on tasks and results; cell phones are turned off, and personal lives do not interfere with business. In polychronic countries, the focus is first on relationship-building, and personal and business lives may meld. Read about Chronemics on page 10 and 11.
5. for Business 6. Etiquette
Prepare for each appointment, and bring all necessary materials so that your meeting time is efficient and effective. If your meeting is with people of another language, provide materials in their language as much as possible.
Karen Brunger, BHEc, AICI CIP
Manners in business can affect relationships with clients, colleagues, superiors and suppliers. Because of this, manners can directly influence income, career advancement, goal achievement and success. Here are some timeless guidelines: 16 | October 2013 magazine
Accept responsibility for results. Turn problems into opportunities, and look for solutions without judgment. Apologize if you make a mistake. Discuss any problems with a neutral tonality in order to not sound defensive or aggressive.
Follow up each appointment with an email, letter or call. Clearly outline in writing the parameters of all services to be undertaken, including costs. Treat everyone at all times with courtesy and respect. Show gratitude, say please and thank you at every opportunity. Use a pleasant tone, especially on the telephone.
Cultivate the best relationships possible with everyone. Accept each others’ differences and respect individual personality, communication and leadership styles. Foster win/win relationships with everyone by “giving first.”
If you are invited to the home of a business colleague, take a gift such as a box of candy. If you take flowers, be sure the color, kind and number of flowers given are culturally sensitive. Wine or liquor may be an appropriate gift in a non-Islamic culture.
Some behaviors decrease professionalism, lower productivity, and may create a toxic environment.
1. 2. 3. 4. 5. 6. 7.
Touch another person inappropriately. rite on someone’s business card, or put it in your pocket. How you W treat a business card represents how you would treat the relationship. Speak too loudly in a communal area where others are doing business, or unnecessarily interrupt others while they are talking or working. reate distractions in a meeting, such as shuffling paper, texting or C eating. ake inappropriate nonbusiness related comments or ask too-personal M questions. Behave or speak in a rude, unfriendly, malicious or offensive manner.
8. 9. 10.
S peak aggressively and allow someone to “lose face” – especially to criticize, condemn, or complain – the “3 C’s” as expressed by Dale Carnegie. ossip, talk ill of others, or speak in a way to harm the reputation of a G colleague or competitor. ractice or encourage underhanded tactics or manipulation, lie, deceive, P distort facts, suppress information or plagiarize. I n a communal kitchen area, leave your used dishes and leftovers for others to clean and put away.
Karen Brunger is President of International Image Institute Inc, a past-President of AICI, and a recipient of the AICI Award of Excellence. As an image trainer, she is the author of numerous workbooks, including “Etiquette: Western and International.” Visit http://www.imageinstitute.com to learn more. The Association of Image Consultants International | 17
Embrace Your â€œX-Factorâ€? for Predictable Profits
The first person you have to sell on the value you provide and the fees you charge is you. What makes you unique? What makes you special? Determine these strengths and use them as your X-Factor. 18 | October 2013 magazine
ithout incorporating your X-Factor into your marketing and business strategy, you’ll struggle to gain a full pipeline of ideal clients who are willing to pay premium fees. That’s because we live in a world of instant access and the only way to ensure predictable profits is to grab the attention of your target market. It takes X-Factor marketing to standout over the noise. In the beginning, many business owners don’t believe that they can command premium fees – they don’t believe it’s possible, much less predictable. They self-sabotage themselves, thinking way too small about their business. They feel safest doing the same thing that everyone else is doing in the industry. If you want predicable profits, you must embrace your X-Factor to win over your ideal clients and then take bold action to command top-tier fees.
Here are three tips that will help you break the mold and step it up with X-Factor marketing: 1). Illuminate Your Brand. iscover what only you can bring to your client experience. No one wants to hire vanilla, D so find ways to stand out from the competition by illuminating your unique area of brilliance and creating a high-level experience that only you can deliver.
2). Claim Your Niche. A narrow X-Factor marketing strategy will attract your ideal audience who will pay top dollar for your consulting expertise. Fine-tune all your marketing materials and be sure they talk directly to one type of client, not to the masses.
3). Employ the Predictable Multiplier™ Effect. When you choose a new marketing method, do it everyday to change your habits and see results. Once you nail it, incorporate another one into your daily marketing plan. This “multiplier effect” is the best way to ensure predictable profits because you’ll be consistently increasing your marketing reach. Sarah Hathorn is the business owner and CEO of Illustra Consulting and Illustra Business Coaching. She’s the creator of the Predictable Promotion™ system that advances corporate leaders and high-level entrepreneurs.
The Association of Image Consultants International | 19
modern manners by Grant Harris and Thea Wood
Thanks to technology and transportation, countries and cultures are cross-pollinating. Consequently, etiquette has morphed so dramatically that some believe behavioral expectations are unpredictable at best and withered on the vine at worst.
This is not the case if you look at the statistics:
AICI members who list etiquette and protocol as a specialty
Amazon.com books related to international business etiquette
73,800 20 | October 2013 magazine
Number of Google results for search term “‘Facebook etiquette’ + 2013”
While dress codes have relaxed, communication expectations are jumping to warp speed. With four generations occupying the workforce, deciding which format to use for information/requests with varying priorities is a challenge. USAToday describes each generation and their communication norms, though there are always exceptions to the rule. Increasingly, the mindset is that the longer a response takes, the less respectful or even insulting the delay becomes. As discussed in “Are you Monochronemic or Polychronemic?” on page 10, people’s cultural values dictate how they use time to communicate, not necessarily technology’s speed capabilities. “New codes of etiquette need to be added for relevancy today,” says etiquette expert Diana Olson, MA, AICI CIP. “If one doesn’t know what to do, ‘kindness’ is always the solution.”
Olson cites phone etiquette as a major concern, with the most common faux pas being: • • •
Speaking on phones or texting when in the presence of others. People should excuse themselves from the room to take a call or text. Leaving phones on “vibrate” when dining with others. Turn the phone off to show respect for others. Typing on the computer during a phone conversation. Give your complete attention to the other person.
Olson’s top three tips for modern manners:
1. Stop and think twice before giving advice: Sometimes just listening can lessen another’s pain. Ask how they may want you to help. Just listen while the other decides the solutions vs. making decisions for them. Respect the opinions of others. “Agree to disagree” is powerful acknowledgement.
2. Self-restraint and self-control: Stop and think before acting or doing anything that can be hurtful to others. Self-control is essential for all personal or private relationships. Think first, act second.
3. Responsibility and blame: Accept responsibility for your actions. Blaming others creates victimhood and seldom a solution. Avoid being a complainer who stays in the problems and avoids solutions. Be solution-oriented. Diana Olson is an etiquette, communication, civility and protocol specialist and image management coach. Olson also offers Etiquette & Image Train-the-Trainer workshops. Learn more about her services.
The Association of Image Consultants International | 21
Editor Picks from Amazon.com
learn it, know it, live it,
anaging Editor Grant Harris picked Amazon.com’s top-rated, recent publications about modern-day etiquette. Click and buy them right here, right now, and help AICI’s non-profit efforts as an Amazon.com Affiliate. Remember that many AICI members are top industry experts with their own publications that are available at the AICI Bookstore. Support your fellow image consultants and buy a book today. Thank you for your support.
Emily Post’s Etiquette, 18th Edition (Emily Post’s Etiquette) About the Author Peggy Post, Emily Post’s great-granddaughter-in-law, is a director of The Emily Post Institute and the author of more than a dozen books. Peggy writes a monthly column in Good Housekeeping and an online wedding etiquette column for the New York Times.
Business Class: Etiquette Essentials for Success at Work About the Author (AICI Member) Jacqueline Whitmore is the author of Poised for Success (St. Martin’s Press, November 2011) and Business Class: Etiquette Essentials for Success at Work (St. Martin’s Press, July 2005). She is an international etiquette expert, a certified speaking professional, and the founder and director of The Protocol School of Palm Beach, a premier business etiquette consulting firm which has served hundreds of multinational corporations and associations.
22 | October 2013 magazine
AICI Guide for tipping coming this month!
Choosing Civility: The Twenty-five Rules of Considerate Conduct About the Author Dr. P.M. Forni is an award-winning professor of Italian Literature at Johns Hopkins University. In 2000, he founded The Civility Initiative at Johns Hopkins and over the years has continued to teach courses on the theory and history of manners. Dr. Forni received the AICI IMMIE Bravo Award in 2009.
The Art of Manliness: Classic Skills and Manners for the Modern Man About the Authors Brett and Kate McKay are the founders of ArtOfManliness.com, a site dedicated to helping men be better husbands, better fathers, and better men. The McKayâ€™s live in Tulsa, Oklahoma. Brett attended University of Oklahoma and University of Tulsa College of Law. Kate graduated from BYU and received her masters at Oklahoma City University.
Because Netiquette Matters!:Your Comprehensive Reference Guide to Email Etiquette and Proper Technology Use eBook: Judith Kallos: Books About the Author Judith Kallos is a successful technologist who specializes in bringing the opportunity and benefits of technology to business men and women across the country. In 1995 she started her own innovative internet consulting and web production firm, Internet Studio, Inc. Her instincts were confirmed when her company attained semifinalist status in Inc. Magazineâ€™s 1997 Marketing Masters Awards. For six years until June/2004 she volunteered her time at the HTML Writers Guild/International Webmasters Association as the list guide manager for their discussion lists and continues to be passionate about the topics necessary for all of us to successfully thrive online. The Association of Image Consultants International | 23
Mr. Porterâ€™s Office Etiquette
(A light-hearted video about serious business)
24 | October 2013 magazine
President’s Letter In my work life, I considered myself extremely privileged to have visited over 64 countries and worked with extremely diverse teams. I thought I had reached my pinnacle, but I had no idea the best was yet to come! I remember going to my very first AICI conference and being in awe of the enthusiastic entrepreneurial spirit. I sensed I had become a part of something very exciting. As I write this on the eve of completing a 36-hour strategic plan with a board that truly represents AICI globally, I know my senses were correct. There was an abundance of great ideas, but one that really excited me (and has the ability to touch everyone) is the forthcoming AICI CEU webinars. As our global membership continues to grow, the International Board recognized the need for CEU programs through the use of technology to meet the needs of our global members who are not always available or able to attend actual chapter or international conference programs needed to begin or maintain their certifications. Thanks to the wonderful collaboration between our International Board and our new management company, Ewald Consulting, AICI will soon be launching CEU webinars. This is just one of many exciting initiatives that the current board is working on along with their project task-force teams. Every day we grow around the world. Just recently we welcomed two new chapters: Nigeria and Santiago, Chile. If you would like to be part of the continuing development of AICI and play a part in one of our task-force teams, then let us know. We would truly value your input.
Sincerely, Jane Seaman President, AICI
26 | October 2013 magazine
Image Consultants in Mexico celebrate the day’s proclamation
How To Promote Your Business on International Image Consultant Day by Thea Wood, AICI, FLC
November 23rd, 2013 marks the first International Image Consultant Day. Not only does this day spread awareness of our growing and valuable industry, it also offers a marketing opportunity for AICI members. Here are a few ways you can participate:
1. Send out a local press release. Print, online and broadcast media are always looking for new events to feature. 2. O ffer special services or discounts in celebration of the day. For example: “Get 20% off premium packages November 21 - 24.”
3. P lan a chapter event that’s open to the public or part of a recognized public event. The U.S. South Central chapter will be exhibiting at the Texas Conference for Women, which attracts more than 5,000 attendees.
4. M ake an announcement in your business newsletter, website and social media. Highlight your membership in AICI as a validation of your expertise and industry status.
These are just some of many creative ideas that members will use. If you have suggestions for members, please go to AICI’s page on Facebook and post them. You’re also invited to email your International Image Consultant Day event photos to the AICI Global Magazine editor by November 25, 2013 for publication consideration. The Association of Image Consultants International | 27
Member Spotlight Hildeberto Martinez 28 | October 2013 magazine
With the first annual International Image Consultant Day just around the corner (November 23), AICI wants to recognize the man who conceived the idea and turned it into reality: Hildeberto Martinez. Martinez hails from Mexico City and is no stranger to establishing institutions. He is the cofounder of a university, where he helped design the curriculum for the professional degree in public image design. The program covers image consulting, political and corporate image, fashion, creative direction, public relations and event planning. Heâ€™s also the current president of AICI Mexico City chapter. Martinez shares insight into this new professional holiday and how it all came together.
What inspired you to think of an International Image Consultant Day? It was a natural step. For some years now, image consultants in Mexico would congratulate each other on the 27th of April, which is the Day of the Designer, but in truth, that date corresponds to graphic design. At a meeting last year, Manolo Trujillo, a member of this board of directors and image school principal, suggested that we should have a special day for the image consultant. I thought it was a fantastic idea and started working on it.
We then organized a viral campaign on the social networks. In exchange for raffle tickets to AICI Mexico chapter events, people had to include posts in Facebook and Twitter, explaining how they were going to celebrate Image Consultant Day.
Please share the path you chose to get to a proclamation and make it an official day. This initiative was put to a vote at a meeting of the Mexico City chapter, but there was not the required consensus to be able to define a particular date. At the AICI annual conference in Hawaii, there were working panels to define the direction of AICI and I commented on the proposal, but that’s as far as it went. Upon our return from Hawaii, Manolo asked me at a subsequent meeting how it had gone with the process of making the day institutional. I told him that the progress had been little or practically nil. Manolo had a congress at the French-English University Institute in Toluca, on November 23, 2012. Toluca is a large city, which is located an hour away from Mexico City. Thanks to Manolo’s proposal and enthusiasm, I organized the official signing event for the same day as the Toluca congress, at the university campus. We then organized a viral campaign on the social networks. In exchange for raffle tickets to AICI Mexico chapter events, people had to include posts in Facebook and Twitter, explaining how they were going to celebrate Image Consultant Day. The campaign was an unprecedented success, since many students and consultants gave themselves that day off. Universities with image curricula were encouraged to have gatherings with their students on November 23rd to celebrate the day. At some universities they celebrated with cake, at others with tacos. There were even creative video invitations sent, in an attempt to win the free passes. The campaign took place from Argentina all the way to Canada, with a considerable increase in the number of followers over the social networks. Many people made that day their own. After the event I sent the proposal to [then] AICI President Kimberly Law and Kathryn Lowell. A board meeting took place, and it became a reality last May in Glendale, Arizona.
How do you see International Image Consultant Day furthering the goals of our industry? In Mexico there are more than 15 universities that teach image consulting as a professional four-year degree, plus dozens of companies and institutes which grant diplomas on the subject. This creates thousands of students in image consulting, image design, styling, fashion and image, with various combined specialties such as strategic communications, public relations, fashion, etc. While it is true that in the United States and Canada the subject has been developed differently with respect to schooling, there is also a considerable number of students in similar industries and institutes. I believe that an International Image Consultants’ Day makes both the student and the professional identify in a more profound way with the industry, making it her/his own. This will also help us in the continuing struggle to professionalize our career. The Mexico chapter is programming a series of events and lectures in November prior to the 23rd. We hope that everybody joins the celebration!
The Association of Image Consultants International | 29
to the AICI Family The AICI International Board of Directors is happy to announce the launch of two new chapters in July 2013.
As a very enthusiastic group of image consultants exists in Chile, the Santiago-Chile Chapter was created in a very short time. We congratulate Lilian Bustamante as the first president of this new chapter in Latin America. A little later we opened the Nigeria Chapter. We met many of the members from Nigeria at Conference. The chapter president is Louisa Akaiso. We congratulate Louisa and her team on the launch. We look forward to working with these two new chapters and helping them with the fulfillment of their ideas. Letâ€™s give both the Santiago-Chile Chapter and the Nigeria Chapter a warm welcome! Lilian Bustamante: firstname.lastname@example.org Louisa Akaiso: email@example.com
Letâ€™s give both the Santiago-Chile Chapter and the Nigeria Chapter a warm welcome!
30 | April 2013 magazine
AICI.ORG Gets A Facelift
If you haven’t looked at the AICI website lately, you might not recognize it. That’s because she’s got a new look that not only reflects the progress that AICI continues to make in the industry, but is also easier to use for both members and non-members.
Members are encouraged to log in and visit their profiles. It’s the perfect time to upload your latest head shot and review your bio and contact information for accuracy.
Other ways to maximize AICI.org’s value: 1. List your chapter events on the searchable Events Calendar. Contact your chapter president with event details. They’ll be sure the information is added and your chapter will benefit from wider exposure and may be chosen for AICI Global Magazine coverage. 2. Members who want to earn Continuing Education Units can use the Education Calendar to find a program near you. There are 25 programs available through December 2013. There are also free tele-classes, webinars and a trainer’s directory. 3. Everything you need to become an AICI certified image consultant is located under the Certification tab. Certification adds credibility and leads to more business opportunities. 4. Connect with AICI through social media. Each web page lists icons for Twitter, Facebook, YouTube, Flickr, and Foursquare. 5. Click on the link to Amazon.com and you’ll see a list of books written by our own members. Thank you to Kathryn Lowell for leading the charge in redesigning the website. Kathryn says we’ll be seeing additional capabilities added over the next couple of months. Look for announcements as these new features roll out.
The Association of Image Consultants International | 31 The Association of Image Consultants International | 31
Upcoming Events October 11 – 13,
AICI Australia Conference People, Purpose and Passion Conference Topics: • • • • • • • •
Evelyn Lundstrom AICI CIP – Thinking on Your Feet Kon Iotrou – How to Look Like a Model in Every Photo Sarah Brummitt AICI CIP – Coaching Personal Brand and Executive Presence in CorporatesOK/? Imogen Lamport AICI CIP – The Science of Style: The Essential Elements to Figure Flattery Sara Hatten-Masterson – Fashion Forecasting: Why Image Consultants Do Fashion Ron Laurie – Levels of Existence Theory: Understanding Values Choices and Fashion Trends Dave Staughton – The Secrets of Using Body Language to Land More Clients Jill Chivers – Shop Your Wardrobe
Contact information: firstname.lastname@example.org
AICI Singapore Educational Day Education Conference Topics: • • • • • • •
Jacqueline Whitmore — Marketing secrets to increase your revenue and take you to the top of your industry and beyond The Big Picture: How do fashion magazines do it? Beauty from Runway to Real Way: How fashion magazines make it accessible Popular Culture as Beauty and Fashion Inspirations: Why you can’t afford to switch off The Korean Ideal: How long will it last? The Quest for Perfection — Skincare: Why 40 is the new 20 Makeup & Hair: What is age appropriate and what is not? Why and how you should always walk the talk.
Contact information: email@example.com
32 | October 2013 magazine
October 19 - 20,
AICI Kuala Lumpur, Malaysia Educational Day
Education Conference Topics: • • • •
Carla Mathis: “The Essential Men’s Style Training” Christina Ong: “Gearing Up Your Game Plan to Win Corporate Clients” Jacqueline Whitmore: “How to Develop a Thriving Etiquette Business” Audrey Quek: “In the Eyes of the Winning Crown”
With special post-conference workshop by Carla Mathis on October 21-22, 2013. Register Now!
November 18 - 19,
AICI U.S. South Central’s Texas Conference for Women Exhibit & Education Day
Exhibit Details: • •
eynote speakers include Rachael Ray, Bob Beaudine, Leymah Gbowee, Sallie Krawcheck, Jenny Lawson, Verna Myers, K Esmerelda Santiago. Exhibit set-up on November 18, Conference day November 19
Education Conference Topics: TBD For details on how to participate in the exhibit, buy TCW tickets or to register for Education Day, contact Jean LeFebvre.
For more information on upcoming CEU-approved courses, visit AICI’s Education Calendar. The Association of Image Consultants International | 33
Advertise Your Products & Services
in AICI Global Magazine! Reach thousands of AICI members and other industry professionals worldwide and boost your earning potential. Our readers are looking for: Color Systems Body Styling Training Industry-Related Books & Magazines Multi-level and Network Marketing Opportunities Business Tools Continuing Education Units for AICI certification Health and Beauty Products Professional Development Workshops & Webinars Hotel & Travel Services Website Design and Support Career Coaches Sales Tools Clothing & Accessories Contact Imogen Lamport at firstname.lastname@example.org for current ad rates and deadlines. Next issue: January 2014
BE SEEN, BE STYLISH, BE SPECTACULAR HATS, WRAPS & CAPS
HIGHLIGHT YOUR CLIENT’S STYLE
TO GROW YOUR BUSINESS
STEPS TO BUILDING A SUSTAINABLE BRAND The Association of Image Consultants International | 1 JULY 2013
34 | October 2013 magazine
AICI GlobAl AICI GLOBAL S t y l e S
F o r
A l l
S e A S o n S
Refining not RetiRing: Heading toward retirement in style
G R O W I N G
Y O U R
B U S I N E S S
THE WORLD OF IMAGE CONSULTING
TAKING CONTROL OF BUSINESS TIME-WASTERS
NETWORKING: FROM “UHH” TO “AHH
DRESSING FOR MID LIFE MOJO corporate image training: ARe YouR PRogRAms fit to PAss the test?
style dos and dont’s
For winning corporate clients
The Association of Image Consultants International | APRIL 1 2013
LAY A STRONG FOUNDATION FOR YOUR BUSINESS JANUARY 2013
continued from page 13
A Plan For Success: You Need A Plan, But What Do You Put in It?
How will your product or service be distributed and supported? What advertising or marketing are you planning?
Market Analysis and Strategies Take a more in-depth look into the demand for your product and service: SWOT (Strengths, Weaknesses, Opportunities and Threats). Define your goals, strategies, tactics and pricing. Look at short (6 months to 1 year), medium (2 to 5 years), and long-term (5 to 10 years) goals, and the strategies and tactics needed to measurably accomplish each one.
Competitive Analysis Examine your competition. A comprehensive analysis will position your product or service and help you to define your niche. What is your competitive advantage or unique selling proposition?
Development Plan Outline the development phases of your products, if any. Include costs, procedures, personnel responsibilities, and assessment of risks.
Operations and Management Map out the team and the roles each will play. When seeking investment, the people running the show are often more important than the business or product that is developed.
Financials Include a P&L (profit and loss statement), balance sheet, and cash flow statement. Investors look at these projections to assess their return. Even if you arenâ€™t going after investment, these financials are important to your own financial planning. These seven elements comprise almost every business plan. Depending on the size and technical depth of the business, the plan will vary in length. Build a strong and succinct executive summary, or investors wonâ€™t look at the plan at all. Even if you are developing this plan for your own personal use, make sure all of the pertinent information is included so that you have a comprehensive road map to guide your business. Brian Lipstein, AICI FLC, is president of Henry A. Davidsen, in Philadelphia, Pennsylvania. His business was recently recognized as the 22nd fastest growing, privately held business in the Philadelphia area by the Philadelphia Business Journal. More information can be found at www.henrydavidsen.com.
The Association of Image Consultants International | 35
International Image Consultant Day Now In the 2014 Chase’s Calendar of Events
ICI, the global Sponsor of International Image Consultant Day, November 23 was accepted in July to Chase’s Calendar of Events (a publication of McGraw-Hill published since 1957). It is one the most comprehensive and authoritative reference available on special events, holidays, federal and state observances, historic anniversaries and more. As members of the Association of Image Consultant International (AICI) we are all a part of this event that in the 2014 calendar edition. It brings greater esteem to our profession and increases creditability for the AICI international image community. AICI image leaders around the world are thrilled to celebrate the science and acumen of our image industry that related to all fields of appearance, behavior and communication. It was my honor to work with Chase’s Calendar of Events to create this opportunity for global recognition for our Image Industry. Thank you for allowing me the honor of authoring and reading the proclamation at AICI Gala and bringing this to Chase’s for global recognition for the Image Industry. Thank you to the AICI international board for supporting the effort and for Kimberly Law making the declaration at Gala, and signing by Hildeberto Martinez and AICI members. Accolades to Kathryn Lowell for bringing the work of AICI Mexico City to the launch of this international event.
Sincerely, Cindy Ann Peterson, AICI FLC AICI International Secretary and Philanthropy Chair
Get a copy for your Professional Image Library: The 2014 addition of hard copy and on-line version of Chase’s Calendar of Events are now available for purchase. Review the Proclamation and more AICI resources for more information. 36 | October 2013 magazine