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
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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
VIEWPOINT “Somehow new thoughts and breakthroughs have emerged out of some sincere talks, especially multi-talks at multi-levels, that are a fusion of multi-cultural inputs, and that is exactly what is happening during our ‘conference,’ nicely and naturally!” Is Imageology a science? An art? Or best designated as Business Studies? One of the very few Certified Image Masters within AICI, Dr. Joyce M. Knudsen, used to tell me that it is grouped under Human Services by some universities’ faculties. This “question” has never left my mind along the life of my training and research. The way an image consultant perceives the concept and application of image consulting marks the unique way of his / her practice and determines the level and features of his / her training. We can hardly falsify the assertion from the scientific approach, since professional image consultants are inevitably required to apply certain scientific data when providing their services of image diagnosis; body shape and proportion measurement; or an accurate personal in-depth skin undertone analysis. How scientific it is varies from one’s understanding of the true secret of image a word which comes from the Latin imago, which has a very deep meaning of an “ideal mental picture” among other meanings. “Yes, so you are simply talking about the ‘state of the art’ of Imageology, and never, please, trying to generalize human features with certain hard and cold data!” I can imagine a group of artistic advocates yelling at me when reading the above lines. Truly, but my friend, I am one of yours! A scientific psycho-analysis tool has testified to me that I am an exceptionally abnormal and extreme “Aesthetic,” and yet my never-ending self-push and perfectionist attitude towards the image profession drives me to adopt the “holistic approach.” It has now been over 10 years of my practice in the field, and my experience and cases have told me that the more holistic and integrative techniques I apply to serve my client (or to train my image consultant students), the more effective and precise deliverables I can achieve. AICI has thousands of practicing image consultant members, and all are practicing in certain different ways in light of the culture and custom of their countries. Though I have missed the Conference again this year, I can image how fantastic and groundbreaking it was when hundreds of professional image consultants were sharing their experiences, case studies and unique philosophies of imageology. Though some scientists and artists love to work alone around the clock, somehow new thoughts and breakthroughs have emerged out of some sincere talks, especially multi-talks at multi-levels, that are a fusion of multi-cultural inputs, and that is exactly what is happening during our “conference,” nicely and naturally!
Dr. Desmond Chan, ND, DBA, AICI CIP
Editor in Chief AICI Global Digital Magazine The Association of Image Consultants International | 3
Inside This Issue
Appearance & Style
Issue 3 EDITOR IN CHIEF Dr. Desmond Chan
MANAGING DIRECTOR Magoe Johnson STYLE DIRECTOR Thea Wood BUSINESS DIRECTOR Karen Brunger
ETIQUETTE + COMPORTMENT DIRECTOR Sangeeta Bahl
TREND REPORTING Chris Loney
ETIQUETTE & COMPORTMENT
4 | April 2013 magazine
COMMUNICATIONS DIRECTOR Dr. Joyce Knudsen PROOFREADERS Beth Strange Bernie Burson AICI GLOBAL is produced quarterly by Association of Image Consultants International, a non-profit organization dedicated to advancing the level of professionalism and enhancing the recognition of image consultants. AICI GLOBAL is published to promote the ideas, activities, interests and goals of AICI to its members. Responsibility is not assumed for the opinions of writers or other articles. AICI Global magazine does not endorse or guarantee the products it advertises. 2013 ÂŠ The 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 has been made to ensure accuracy of the information included in the publication at the time of printing, the publisher shall not be liable from damages arising from errors or omissions.
AICI GLOBAL AMBASSADORS “The mission before us as ambassadors is to assure peace among, as it were, the diplomatic corps of fellow ambassadors. Thus we are to walk in lowliness (humility) and meekness, which fosters long suffering and enables us to forbear one another in love.” Stephen Shober
s the AICI family continues to reach far and wide, we rely on our Global Ambassadors more and more to welcome, nurture and assist our new members from all over the world in areas where we are not represented by a chapter. These hard working ambassadors are the face and voice of AICI globally; their role is to educate and inform prospective members about AICI’s mission, activities and scope, and to provide all the necessary information to help a prospective member to become join AICI. In addition to bringing on new members, our ambassadors maintain contact with existing members, often in remote areas. They host teleconferences and facilitate networking opportunities
between current and prospective AICI members. They respond to members’ needs and become the communication pinnacle between our distant members and the AICI headquarters. Our global ambassadors undoubtedly are the actual faces of the AICI mission statement, and every day they work to ensure that AICI is seen as a global organization that sets and promotes the highest professional standards for image consultants in appearance, behavior and communications.
WE THANK THEM FOR THEIR CONSISTENT, HARD WORK. The Association of Image Consultants International | 5
Here are just a few of your hard working global ambassadors
VALENCIA, SPAIN “I am based in Valencia, Spain, a wonderful city by the Mediterranean sea.” My favorite activities: Traveling, learning new things (you will always find me with a book in my hands) and music. I am the choir director at my church. I sing, and I play the piano. I like to spend time baking organic bread at least once a week. I enjoy spending time with my family, my husband Juan and my two lovely sons, Sean-Caleb and Alvar.
I love discovering new cities, walking by the beach and reading a good book.
Did you know? I was born in Spain, and I have lived almost all my life here, and I am very proud of my Haitian origins. I have also lived in Switzerland, France and Canada, so I could say that I am a real citizen of the world.
CANADA “I have been the Global Ambassador for Quebec, Canada since 2008.” Hobbies: I enjoy revamping items such as second-hand furniture, clothing, jewelry and other accessories. I also enjoy exercising with music and reading and exploring secondhand stores.
My favorite activities: I really like wood for its various textures, colors and warmth. Since I was a young girl I’ve collected only items that are made of wood. I discovered during my image training that wood is my decorating style, which reflects my true personality, and my color palette is a “soft” autumn.
I enjoy food and movies that are based on true stories. I also enjoy traveling, walking along a beach or river and spending time with my good friends. Did you know?: I am a very determined person. I do what I say, and when I believe in what I do, there is no stopping me.
6 | July 2013 magazine
VALENCIA, SPAIN “I am based in San Salvador, El Salvador, Central America.” My hobbies: I love to read themes that inspire better values, religion philosophy and successful entrepreneurship. My favorite activities are: I really enjoy everything I do. I love my job, which is to refresh my customers’ images and make them feel happy.I swim with my husband almost every weekend. (I engaged in swimming because he enjoys that sport and now I am the one pushing him to go.) What I really love about swimming is my reward club sandwich with French fries. I like to dance.
I enjoy staying at home Friday nights to relax and see a good movie, eating cheese with wine. What I enjoy the most is Sunday nights, after church, because we get together with my son, daughter and husband. Did You Know?: I enjoy going to the far end of the garden at home on Sunday mornings to play with three out of four dogs that we have, cut flowers, water that part of the garden and dedicate time to meditate and pray.
Philippines “I am based in Manila, Philippines.”
I am currently the Chairperson of Global Ambassadors. I had the pleasure of being awarded Singapore’s Chapter Member of the year in 2011. At the annual AICI Conference in May 2012 held in Hawaii, I received the prestigious aici Jane Segerstrom International Award My Hobbies: I like singing and dancing, and I enjoy going to the gym.
Some of my favorite things: Beaches, vacations, shoes and bags, intimate family moments, chocolates, romantic-comedy movies, the Amazing Race. I love sports, especially basketball. Did You Know? I am a former fashion and commercial model. I am a mother to four beautiful children: two girls, the eldest of whom is married, and two boys. I recently became a 'GLAM-ma' to baby girl, Kamea! My second daughter, Miakka, is now also an image consultant!
The Association of Image Consultants International | 7
APPEARANCE & STYLE
BE SEEN, BE STYLISH, BE SPECTACULAR By Wendy buchanan
There is both art and science to choosing eyewear that will help your clients look great and project the message they want to send. Many individuals wear eyeglasses every day, all day. Although we would never wear the same clothing, shoes or belt seven days a week, many people have only one pair of glasses. As image consultants we can empower our clients to embrace eyewear as an important aspect of their image.
8 | July 2013 magazine
The art of fitting eyewear is the fun and intuitive part of the selection process. Your client may dress as a Romantic for work and a Dramatic for a fun night out. It is difficult to have one frame that works for casual, business and dressy. Building a wardrobe of eyewear is an investment and empowers the client to make a simple change to match their wardrobe.
he science of selecting eyewear is about balance and proportion on the face as well as the body. Often times, glasses are selected by only looking at the face in a mirror. I find it best to step back and see the person as a whole to check that weight, color and shape are also in harmony with the body. For years, much time was spent on analyzing the face shape. While I think it important to consider this factor as an overall generalization, I believe that we need to take a closer look at the facial features of the individuals. Determine their best facial feature and then work with frame shape to enhance that feature. For example, if your client has large eyes, choose a frame that arches up on the top to open up the eye area. Also, be sure the frame is as wide as the widest part of the face so the eyes are not cut off horizontally. If the frame is not wide enough you will add weight to the cheeks. Think of it like wearing a pair of pants that are one size too small: Not good, right? If the cheekbones are the best feature, then best to avoid a rectangular shape. The flat line on the bottom will cut off the cheeks. Opt for an upswept shape to accentuate this area. The art of fitting eyewear is the fun and intuitive part of the selection process. Your client may dress as a Romantic for work and a Dramatic for a fun night out. It is difficult to have one frame that works for casual, business and dressy. Building a wardrobe of eyewear is an investment and empowers the client to make a simple change to match their wardrobe. Body language will also let us know if the eyewear has energized or inhibited the client. For example, I was working with a client who selected a bold black and white plastic frame. When she tried the frame on, she looked in the mirror, took a model stance and puckered her lips to kiss the mirror. Soon after, she commented, “No, these are not for me.” I then commented, “Oh, yes they are!” She did purchase the frame and her husband has thanked me ever since. Fitting eyewear is so much more than just GLASSES!!! Wendy Buchanan’s training system, “Be Spectacular™- Selects Eyewear to Frame Your Image,” a unique system of matching her 5 Frame Styles to the individual based on face shape, wardrobe and personality. Read More at www.perceptionseyewear.com.
The Association of Image Consultants International | 9
APPEARANCE & STYLE
10 | July 2013 magazine
The Lucrative Business of Image Consulting with Men By Eva Köck-Eripek, AICI CIP, and Ann Lindsay, AICI FLC
ost image consultants primarily work one-on-one with women. They may feel that they “understand” women better, menswear is too complicated, or the fitting elements of men might feel unfamiliar or uncomfortable. They think that women are just easier. The opposite is actually the case! Men are very easy clients. There is little to no ego involved – they “know what they don’t know” and they are very appreciative of your help – especially with issues like color and matching. Men have often been conditioned to believe that women know best when it comes to clothing, and they accept your guidance as to when seasonally you should get together, what general budget they should follow and what looks best on them. Men are also very decisive buyers; a woman will spend 15 minutes agonizing over a $15 lipstick, but a man will spend 15 minutes selecting a $1,500 suit ensemble – especially when you tell him why he needs it. Menswear is easier to fit than women’s garments – a waist and chest measurement (that most of them already know) is the basis for much of what you will need. Eva Köck-Eripek, AICI CIP, is a successful image consultant, speaker, trainer and the CEO of Image Institut Austria. Eva is a 2012 IMMIE Award Winner. Read more at www.imageinstitut.com Ann Lindsay, AICI FLC, is a menswear expert. Her company, Style of Success, improves selfconfidence and executive presence though consultations and group presentations. Read more at www.sosformen.com.
Men are very easy clients to dress. The Association of Image Consultants International | 11
APPEARANCE & STYLE
by Style By George Myers
12 | July 2013 magazine
The ability to influence others is a critical skill for success. While there are many variables involved in creating influence, one of those variables has to do with the behaviors people demonstrate.
eople tend to use their voice and demonstrate body language in observable patterns of behavior, or Behavior Styles. These patterns provide strong clues about how people like to interact with others and the type of behavior that will create a positive influence. The challenge is to develop the skill of reading these Behavior Styles correctly in real time and responding in ways that build credibility. That’s what influencing by style is all about. This skill is not unlike understanding someone’s behavior based on their culture. For example, if someone is from Ethiopia, we understand that their behavior and ways of communicating will undoubtedly be different than someone from Japan. Understanding these differences is essential if we are going to be effective working with people from other cultures. In the same way, someone who has a natural preference for one Behavior Style will behave and communicate differently than someone who is most comfortable demonstrating a different Behavior Style. And just like with cultural differences, we lose credibility and influence when we don’t understand and respond appropriately. Mirroring someone’s behavior can be helpful but, like cultural differences, there is a danger here. Simply parroting back someone’s Behavior Style can come across as patronizing and disingenuous, and it can pull the person doing the mirroring out of their comfort zone in a way that is draining. The key is to learn how to read Behavior Styles and respond in ways that better meet the needs of the person with that Style. Fortunately, these responses do not require major changes in our behavior. For example, if you tend to speak at a moderate to slower pace and you’re talking with someone who speaks more quickly, this could represent a different Behavior Style preference. In this scenario, it isn’t necessary to talk faster, but it will be helpful to keep your comments brief and avoid providing a lot of details unless requested. These types of behavioral changes avoid the pitfalls of mirroring and, because they are relatively minor, they do not take us out of our comfort zone, which allows us to be more authentic. At the same time, they create a powerful impact on our credibility and ability to influence others. George Myers has a broad understanding of the challenges facing leaders and teams. His passion for effective leadership and teamwork has helped organizations reach higher levels of performance. Read more at www.effectivenessinstitute.com.
The Association of Image Consultants International | 13
APPEARANCE & STYLE
-how your personality affects your future By Clare Maxfield, AICI CIP
Unfortunately, we live in a mostly stereotypical superficial society that is motivated by what we see more than by what we know.
14 | July 2013 magazine
uch has been said about our personality and how it affects not only how others see us but how we see ourselves. At AICI’s international conference in May, I demonstrated the value of how instrumental your client’s personality can be in both how they look and how they are perceived by their colleagues, industry peers and employers. Dramatics find it easy to stand out, thereby giving them a greater profile when it comes to promotion in the corporate or presence-based markets. This can be a detractor when they are looking to work within a team. The Classics are the ideal corporate players with their timeless style and elegance. For this person, the creative worlds of art and design can be a challenge as they are perceived – rightly or wrongly – to be too strict. The Naturals are great in the not-for-profit industries. They are often seen in the health services and the obvious sporting and agricultural fields. A Natural can often be overlooked in a corporate environment. Our Romantic clients will often be found in the spa industries and are suited to food services – think cupcakes – and everywhere where feminine glamour is expected. The male Romantics are in the arts. These wonderful people love to love life and spend their time surrounded by beauty. With this in mind, industries which are more cutthroat can appear to be out of their reach. Finally our Creatives do things their own way. They can be overlooked in the corporate market if they are expected to toe the line. Their eccentricities do, however, make them memorable. Take the time to explain to your clients how their style can be influencing those around them. Ensure it is correct for the industry they are in. Finally, make sure that how they see themselves in the mirror is the same way others see them. All too often I have seen clients have an inaccurate perception of their style of dressing, which can result in less-than-satisfactory feedback from their employer or can affect their own perception of what successes they should attain. Don’t let your or your clients’ opportunities for success be denied. Educate them on how they can motivate everyone around them to see them for their accomplishments and how to look their best at all times. Clare Maxfield, AICI CIP, is an award-winning image consultant who has been active on the local and international boards of AICI. She is an internationally published author with her books being translated into many languages. Read more at www.claremaxfield.com.au.
The Association of Image Consultants International | 15
APPEARANCE & STYLE
Hats, Caps and Wraps By Maritza Desjonquères Añazco, AICI CIP
Consider hats, wraps and caps as exciting ways to help your clients enhance their personal style and make a great impact. Whether it is a chic chapeau, a beautiful beret or an elegant ethnic wrap, headwear can make a difference. Hats and other headwear can be used to create stunning or muted visual impact. Discover exciting ways to use hats for highlighting not only the face but also the overall person and their style.
more than just accessories: Powerful tools to highlight your client’s style
anatomy of a hat the crown the trim the brim
Hats, caps and wraps are more than hair accessories. For many years the hat has been present with varying levels of impact on the streets, at a party or at fashion shows. The headpiece is a framework that goes beyond the face. Hats strongly draw attention to the face in a positive or negative way. Depending on their appropriate selection, hats can either highlight a face or obscure it. Good selection requires the construction of a framework that highlights not only the face and its features but also the person and their style. 16 | July 2013 magazine
hats with brims
fedora cowboy hat
classic pana ma
hats without brims
pill box hat fez
breton cap flat cap baseball cap
classical simple headband
crown type headband
d crown type headband
turbans just as traditional head-dress, it permits to create a new volu me around the face, thus transforming the all figure. It can be viewed as an alternative to hair.
turbans just as traditional head-dress, it permits to create a new volu me around the face, thus transforming the all figure. It can be viewed as an alternative to hair.
The Association of Image Consultants International | 17
Headpiece H EA D P I E C Estyles ST YLES You should match your client style with headpiece styles! CASUAL relaxed natural look, sporty like caps, or straw hats
CONSERVATIVE classical and traditional headpieces, with classical fabrics, 1 or 2 colors
CREATIVE artistic, funky, mixed colors that catch attention for creativity
DRAMATIC usually statement pieces
ELEGANT classic and chic, black and white, tasteful.
sexy, strong colors or animal prints
ROMANTIC feminine, loves flowers and natural prints, pink colors, and lace fabrics
HATS A hat is a cover for the head; it can be in any form, soft or structured. Hats convey many messages when worn as part of a uniform;,but when worn as a fashion accessory, a hat gives the wearer a feeling that only each individual wearer can explain. More than the name we give to different hats, it is important to know how to recognize and analyze the different parts of a hat.
CAPS Casual styles and square or round crowns form different facial morphologies. There are also different types of peaks, mainly curved or straight. Most common types are the baseball cap, the flat, cap and the Breton cap.
WRAPS Many types of wraps create new volume around the face, thus transforming the facial figure. The most popular in fashion is the turban. It can be viewed as an alternative to hair. Maritza DesjonquĂ¨res AĂąazco, AICI CIP, created the France Image Coaching and Image Coach Learning Institute in France. Among her greatest skills, she excels in the interpretation of color theory through style. She worked and trained with her Coaching Concept with NPL called CERCA methodology. Maritza has been the AICI France Chapter President since 2011 and leads a worldwide campaign called Responsible Beauty. Read more at www.franceimagecoaching.com. 18 | July 2013 magazine
Jessica Cox –
You Can’t Do Something A Spirit to Soar and Ability to Rise Above Challenges By Delby Bragais, AICI CIP, Cindy Ann Peterson, AICI FLC, and Ferial Youakim, AICI CIP
or those who do not know of Jessica Cox, a motivational speaker and the first woman to fly an airplane with her feet, Jessica is recognized in the Guinness Book of World Records for her unique “ability.” Jessica was born without arms but with the spirit to soar and excel at everything she sets her mind to, and she is the founder of www.rightfooted.com. She wore prosthetic arms until 8th grade, but then decided that it was really much easier to do things using her feet. She even applies makeup and puts in her contacts with her feet. We had the honor of meeting and interviewing Jessica during the May 2013 AICI Conference. Delby Bragais, AICI CIP, of the AICI Philippine Chapter designed two suits especially for her. Jessica asked Delby to create a jacket without wings (sleeves). Jessica and her husband, Patrick, live in nearby Tucson, Arizona, and stopped at the conference hotel to pick them up. We learned more about Jessica’s passion for flying and how she inspires others to achieve their best. Jessica’s message to the world is, “Never say you can’t do something.” She wants people to understand what can be gained when you face a personal challenge and rise above it. We asked Jessica how she met her husband. It was love at first sight! They met in Tae Kwon Do class. This is a form of martial arts. To excel and earn a black belt in this form of martial arts is already a feat for any able-bodied person...what more for someone missing two limbs? Jessica has two black belts.
Watch Jessica Cox’s interview with Ellen DeGeneres at http://www. youtube.com/watch?v=gcr0U2KRLrc Check out and like our Facebook page at https://www.facebook. com/pages/Image-ImpactInternational/568246663189123. Image Impact International was created by AICI members. Our vision is to create a global professional community that enables individuals and organizations to reach their
Remember that attitude is everything – take the gifts you have
highest potential and make a
and use them to your fullest!
ability, civility and possibility.
professional impact by championing www.ImageImpact.org
The Association of Image Consultants International | 19
relationships to grow your business By dawn stanyon, AICI FLC
20 | July 2013 magazine
any of us have had wonderful mentors in our lives, and I have too. Patty Motch introduced me to sales. I worked in a non-profit development office for 13 years, and Patty was my supervisor for 11 of those years. She taught me almost everything I know about sales in the guise of raising money for individuals and families needing home care and hospice services. Make no mistake about it, fundraising is sales. Here’s what I learned at Patty’s knee and still use today: • Be a relationship builder. People want to do business with people they know. The more sincere relationships you can have, the more likely you are to be successful. When you need a car, aren’t you more likely to go to the dealership where a friendly acquaintance works? If you need new stationery, aren’t you more likely to go to a friend’s gift shop? Those friends aren’t asking you to buy their products – you just respect them and so want to work with their places of business. Be an authentic connector and a networker. •S ee the opportunity. To offer someone information is not a burden to them, it’s an opportunity. To follow up with someone won’t annoy him or her – it’s actually a convenience for him or her. It’s an opportunity. To ask someone to receive the benefit and value of your training isn’t sales, it’s an opportunity. Be generous and share your fabulous opportunities. •D on’t back down. The first big “ask” I did was for a corporate sponsorship. I asked for a generous donation for a fundraising event. Sitting across the table from the business person and next to my boss, Patty, I made “the ask” and when “prospect” didn’t say anything, I backtracked. “…But if that doesn’t work we have another level.…” After that meeting, Patty turned to me and simply said, “Dawn, explain to me why you did that.” After I stutteringly explained myself she said, “I know. I understand. But from now on, never back down. The first one who talks loses.” Those are just three simple tips for building relationships to help your business grow. Dawn Stanyon is Director of Sales and Relationships at the Emily Post Institute. She empowers people to reach professional success no matter their career age and stage. Read more at http://www.emilypost.com/dawn-stanyon.
The Association of Image Consultants International | 21
EIGHT STEPS to A
sustainable brand By Lynne Marks, AICI CIM, and Anna Wildermuth, AICI CIM
A brand is not a logo and a pretty website. Those are the identity creations of a branding process which has been carefully crafted and created over time. Brands are not flashes in the pan. 22 | July 2013 magazine
hink of any brand you admire, and you will notice that they withstand adverse situations, overcome challenges and always seem to be current and relevant. You probably have a soft spot or an emotional connection to your favorite brands! In the case of image consultants, we are often the Steward of the Brand and the identity as well as the leader of our company. Personal branding is the ability to organize and project yourself as “ME Inc.” Nevertheless, a personal brand must follow the same process as a corporate brand. Never a commodity, or a service lacking in clarity or credibility, your personal brand must be the driving force of a company brand built to last. As image consultants, we need to keep reinventing ourselves as we evolve, upgrade our credibility, educate our target market and present a powerful, crystal clear message distinct from that which is offered by our competitors. What does it take to create a sustainable brand that stands out from the crowd? You may already have a lovely website and graphically pleasing logo to launch your business. However, until you have done some groundwork and worked in the business for a few years it’s not likely you will have established the depth and strength of platform for a sustainable brand. Be patient and keep pushing forward.
Here are some steps to take you through the process.
1. When you have reached a point in your business career that you can safely determine your reliable target markets and your best products and services, you can get to the next step in branding.
2. You will need to determine your mission, values and vision. 3. Answer the question: “Why are you different?” Don’t guess! Rely on client surveys, interviews and written testimonials to give you this information.
4. Following this process, create a specialty, a process, product or service that you offer and one that you are positive nobody else can touch. In other words, your secret silver bullet.
5. What is the emotional attachment people have to you and this product or service? Why was it or why are you indispensable?
6. Useful at this stage is a systematic process to clearly define, clarify and consistently communicate your brand message based on the meaningful, relevant difference you make for your clients.
7. NOW and only at this point are you ready to recreate yourself, develop a new website and totally up grade or reinvent your brand identity.
8. The rules of brand identity.
a. Distinctive and different from your competitors b. Legible and bold c. Connects graphically with your mission, values and vision It will be well worth the effort and the time. Lynne Marks, AICI CIM, and Anna Wildermuth, AICI CIM, have been helping create personal and company brands for over 20 years. Lynne Marks, AICI CIM, is dedicated to developing the careers of professional image consultants and continues to train them around the world. Read more at www.londonimageinstitute.com. Anna Wildermuth, AICI CIM, consults for corporate executives and management teams to enhance their credibility and relationship building capabilities by strategizing their professional image and sensitizing them to the nuances of business social etiquette and issues prompted by diversity. Read more at www.personalimagesinc.com.
The Association of Image Consultants International | 23
ETIQUETTE & COMPORTMENT
Future Leaders By Sharon D. Kornstein, AICI, CIP
Whether you choose to call it civility, etiquette, manners or charm, the consensus is that it is severely lacking in today’s society. Unfortunately the trend appears to be on a downward spiral, with a few bright exceptions. These exceptions are the many colleges and graduate schools that are offering courses to students on topics such as Dining Etiquette, Networking Skills, Business Protocol and Nonverbal Communication. We as image consultants are in a unique position to take advantage of the need to educate students in these areas.
came up with my idea for a presentation to AICI Conference attendees on “Grooming Future Leaders” because it is both a potential source of business for us as image consultants and a positive benefit for society. The students win because they are taught life-skills that help them develop professionally and socially. The schools win because they are educating their graduates in both technical and non-technical areas. Employers win because they have a larger pool of future employees to choose from that are well-versed in etiquette and more open to understanding corporate culture. I named the course “Grooming Future Leaders” because all successful leaders have both the quantitative skills needed to do their job and the people, or “soft” skills, needed to get along and get ahead. If you are interested in providing some of this important information to college and graduate students I have a few suggestions for you. First, consider your skills and interests. Do you have more knowledge about dining etiquette than international protocol? Have you had experience interviewing for a corporation, or do you consider yourself a networking expert? Once you decide which topic is your starting point, learn as much as you can about it through classes, books and webinars. Then start to really live it so you can provide the best example of what you are teaching. Practice your networking, dining and communication skills all the time, and observe what mistakes others are making. As you begin to develop a program for students make sure to include a mix of lecture, visual examples and interactive exercises. Ask businesspeople that you know what they feel is lacking in their employees. You can give a practice session at your town library or high school. Then market your program to local community colleges, business schools or law schools at a larger university. “Grooming Future Leaders” is a topic that promises to remain important. Civility, manners, communication and dining skills are issues that we encounter every day. By teaching tomorrow’s leaders these skills today, we are ensuring that they get passed on and that society is becoming more civilized, not less. Sharon D. Kornstein, AICI CIP, is the founder of ImageDesign Consulting LLC. She has taught etiquette skills at many colleges in the New York tri-state area and is the originator of the “Grooming Future Leaders” program. Read more at www.imagedesignconsulting.com. 24 | July 2013 magazine
A Big Market for Image Consultants
By Rosario Galindo, AICI CIP
In talking about image, there is nothing good or bad. It all depends on what you want to project. After eight years of attending AICI’s unique and enjoyable conferences, I have never heard anything addressed to adolescents. That’s why I´ve designed a training for teenagers, since this is an unexploited market. I’m sure my suggestions will be enriched by your experience and your own great ideas. As a mom of three grown-up children, with 30 years of experience as an image consultant and being constantly around teenagers, I realize that they often don’t want to take their mothers’ advice. Very often my friends and acquaintances come to my school, Armonia & Estilo (Harmony & Style), looking for advice for their teenage children. Good manners, exquisite behavior and dressing well are not contrary to a modern teen’s life. A long time ago, there used to be schools specializing in teaching good manners, how to dress appropriately and how to behave correctly.
Nowadays, the most famous schools of this type are only found in France and Switzerland, where girls go for a one-year course to get this type of training. This is why I’ve added these topics to my regular teenagers’ courses with great success.
A few tips for promoting teen classes: • Advertise your classes on school bulletin boards and in newspapers and brochures • Offer free conferences at schools to promote particular classes • Use actual, appropriate and famous role models to show teenagers what makes them look great, as well as casual, classy and different In the end, parents are happy to have invested time and money in this specialized training due to the great results achieved by their teenagers.
Rosario Galindo, AICI CIP, has been established since 1990 in Mexico with her own business, Armonia y Estilo, Makeup and Personality Center. She has been a speaker, and she has given conferences and courses around the world and was one of the founders of the AICI Mexico Chapter in 2005. Read more at www.armoniayestilo.com.mx.
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ETIQUETTE & COMPORTMENT
7 Ways to Master Your Mingle-Ability By Jacqueline Whitmore
26 | April 2013 magazine
1. Before attending a networking event, ask
yourself, “Who would I like to meet?” Acquire a guest list if possible, and research the attendees ahead of time. Prepare what you will say when you meet someone. You’ll want to focus more on the other person and talk less about yourself.
2. Go to the event early. By doing that, you are the “center of influence,” and everyone gravitates towards you. A good place to meet and greet, and see and be seen, is near the entrance.
3. Go with the intention of meeting two or three new people. Don’t sit with those you know or see every day.
My dear Granny Johnson used to say, “It’s not what you know, it’s WHO you know,” and I believe this to be true. Building a network of contacts is important — whether you’re seeking to enhance or build your image consulting business. Here are a few tips to help you gain more confidence and turn contacts into contracts.
Instead, choose to sit next to someone you don’t know or would not normally be drawn to.
Don’t make a beeline for the food and drink. Eat a little something before you go to an event. Scope out the crowd first and the goodies second. Don’t talk with your mouth full, and carry your glass in your left hand, so you can shake with your right.
5. Avoid talking with only those you know well. Circulate and introduce yourself and your guest to others. But don’t bring a guest to an event unless the invitation states that guests are welcome. It’s not an open house, so plans have been based on a specific number of attendees.
6. When making an introduction, smile, make eye contact, extend your hand and introduce yourself. Your genuineness and courage will create an instant connection. If you need help with introductions, find someone who knows just about everyone in the room and ask him or her to introduce you. And don’t forget to bring a supply of business cards.
7. Practice remembering names. When you first learn someone’s name, repeat it in conversation. Think of someone you know or someone with the same name. Picture that familiar face next to this new face. This easy visualization trick will help you lock names in your mind. If you can’t remember someone’s name, don’t fret. Simply say: “I’m sorry, it’s been one of those days and I’ve gone blank. Please tell me your name again.” Jacqueline Whitmore is an international etiquette expert, the founder of The Protocol School of Palm Beach, and the author of POISED FOR SUCCESS. Read more at www.etiquetteexpert.com.
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Aury Caltagirone, AICI CIP IMMIE Education
Aziah Jasmin Binit Azizul IMMIE Inspiration
Pamela Judd, AICI CIP IMMIE - Philanthropy
Hildeberto Martinez, AICI FLC Jane Segerstrom
And the AICI Achievement Award Goes to…
Congratulations to All of This Years Award Recipients!!
Philanthropy Award: AICI Gives Back 2013 – Chapter: France Chapter Philanthropy Award: AICI Gives Back – Member: Abbygale Arenas – de Leon Monica Bravo Rising Star
Delby Bragais, AICI CIP Award of Excellence Membership
Bernie Burson, AICI FLC Award of Excellence -
Participation and Commitment
Coralyn Lundell, AICI CIP
Distinguished Service Award
28 | July 2013 magazine
Our heartfelt congratulations to these individuals who have contributed to the success of their chapters by receiving the Chapter Member of the Year Award: Atlanta Chris Fulkerson, AICI CIP Beijing Yara Huang, AICI FLC Chicago Gwen Rich, AICI FLC France Edith Manent Guadalajara Alejandra Marroquin, AICI FLC Malaysia Azrene Soraya Abdul Aziz Melbourne Tanya Lococo, AICI FLC Mexico Coca Sevilla, AICI FLC New England Dawn Stanyon, AICI FLC Philippines Dina Loomis San Francisco Marjory DeRoeck, AICI FLC Singapore Jenny Lim Sydney Julie Rollinson Toronto Dominique Vaughn-Russell, AICI FLC Washington DC Jeanette Wagner
Congratulations to All of This Years Award Recipients!!
AICI France Chapter
“Image for a Cause” Chapter Philanthropy Award Lead by Maritza Desjonqueres_Anazco, AICI CIP
Congratulations to the following members who obtained their AICI Certified Image Professional (AICI CIP) status in 2012 – 2013: Kayoko Ikuko Kozu, AICI CIP Robin C. Powis, AICI CIP Jane Seaman, AICI CIP Mirella Zanatta, AICI CIP The following are AICI members who have achieved their AICI First Level Certification (AICI FLC) status: Rana Alahmadi, AICI FLC Ana Cheong Cheok Yin, AICI FLC Madeline Gill, AICI FLC Szu-Chi Huang, AICI FLC Tanya Lococo, AICI FLC Naomi Mihara, AICI FLC Norma Portilla Paramo, AICI FLC Irina Pringle, AICI FLC Megan Roberson, AICI FLC Dina Rudman, AICI FLC Eva Virginia Sevilla, AICI FLC Yingzi SHI, AICI FLC Dawn Stebbing, AICI FLC MEI-LING SU, AICI FLC Aungelea Wayashe, AICI FLC Mary Zimmerman, AICI FLC Read Award Category Qualifications at www.AICI.org.
Abbeygale Arenas - de Leon, AICI FLC “Image for a Cause” Individual Award
Thank you to AICI’s 2013 Archangels with cumulative donations of $1,000 or more – these donations fund AICI teleclass and educational endeavors: Lynne Marks, AICI CIM Ling Zhang, AICI FLC AICI Angels – cumulative donations of $250 - $1,000 Rosario Galindo, AICI CIP Brenda Kinsel, AICI CIP Hildeberto Martinez, AICI FLC AICI Cherubs – cumulative donations of $50 - $250 Aury Caltagirone, AICI CIP Bronwyn Clarke Carolina Bejar, AICI CIP Chris Fulkerson, AICI CIP Cindy Ann Peterson, AICI FLC dawn stanyon, AICI FLC Edith Manent Hope Mafuru Joanne Rae, AICI CIP Katherine Lazaruk, AICI FLC Leila Lomongo-Carpenter Myra Diaz Pam Friedlander Sarah Hathorn, AICI CIP Silvia Guerra
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MEMBERS IN THE NEWS • Alice Sydow dressed up and coming singer, OSO for the 2013 Grammy Awards. Read more online at the Style Network http://www.stylenetwork.com/articles/OSO-talks-Womens-Closet-Exchange-Grammys-BadgleyMischka/11021. • AICI Florida Secretary and VP, Education Geri Satin of Satin Image Consulting (http://SatinImageConsulting.com/) talks personal branding through image at Miami’s 2013 Women’s Success Summit. • In March 2013, Image Impact International met in New York City for its first team-building day and the idea for “31 Days of Civility” was born. III next launched a global Civility Council on March 21, 2013. Civility leaders from around the globe participated in an online forum to discuss Dr. P.M. Forni’s 25 Rules of Considerate Conduct and develop creative ways to Inspire Civility. As the sponsor of May’s Global Civility Awareness Month in Chase’s Calendar of Events, III developed inspirational civility quotes to spread “31 Days of Civility” throughout May. • On May 19, 2013, the Association of Image Consultants International (AICI) Board of Directors formally signed official proclamation to recognize November 23 as International Image Consultant Day. This day will celebrate the achievements and possibilities of Image Consultants worldwide. Read proclamation on International Image Consultant Day.
30 | July 2013 magazine
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AICI Gives Back
Around the Globe
“IMAGE FOR A CAUSE”
Honoring 2012-2013 AICI Chapter and AICI Individual Philanthropy Projects Cindy Ann Peterson, AICI FLC AICI International Secretary and Philanthropy Chair AICI International Conference - Glendale, Arizona - May 17, 2013
What is Philanthropy?
It is the “Love of Humanity” in the sense of caring for nourishing, developing and enhancing what is to be human.
Why Should I Get Involved?
Reasons can be personal, based on community need or professional. The choice is up to you.
AICI Gives Back Chapter Philanthropy “IMAGE FOR A CAUSE”
(To be considered an AICI Chapter Event, there must be three or more AICI members participating) • •
Atlanta Chapter Dress 4 Success – lead by Chris Fulkerson, AICI CIP France Chapter Honored with the AICI 2013 Chapter “Image for Cause” Award - given at Gala Responsible Beauty – lead by Maritza Desjonqueres-Anazco, AICI CIP • Guadalajara Chapter Forever Beautiful – helping women after chemotherapy – makeup and wigs are provided – lead by Danelia Leon Sahagun • Malaysia Chapter Lupus Efforts – lead by Josephine Lui, aici flc • Melbourne Chapter Look Good – Feel Good – lead by Clare Maxfield, AICI CIP • Mexico City Chapter (Cause of the Month Project) Fun and Education Night – lead by Aury Caltagirone, AICI CIP Every Smile Counts Day – lead by Aury Caltagirone, AICI CIP Ahora Que Me Pongo – lead by Aury Caltagirone, AICI CIP • Philippine Chapter Personality Development and Modeling Workshop entitled: “Doll Up” – lead by Delby Bregais, AICI CIP, CPS • San Francisco Chapter Wardrobe for Opportunities (WFO) – lead by Melissa Fink, AICI FLC Mentoring and Providing 5 Scholarships – lead by Adena DiTonno
34 | July 2013 magazine
• Singapore Chapter Bizlink Centre – Grooming sessions for those with disabilities – lead by Melissa Chor, AICI CIP • Sydney Chapter Style in the Sky with Dress 4 Success 2013 – lead by Soraya Raju and Julie Rollinson • Tokyo Chapter Makeup volunteer in the nursing home “Sawayaka” in Yokohama every month – lead by Kayoko Kozu, AICI CIP • Washington DC Metro Chapter Clothing Swap – lead by Joanne Rae, AICI CIP Red Cross Drive after Hurricane Sandy – lead by Eleanora Tarzibachi
AICI Gives Back Individual Philanthropy “IMAGE FOR A CAUSE” • Abbygale Arenas – de Leon, AICI FLC Philippines Honored with the AICI 2013 Individual “Image for a Cause” Award – given at Gala Bravehearts – Cervical Cancer Prevention founder Award was accepted by Delby Bregais, AICI CIP on behalf of Abbygale Arenas-deLeon • Riet de Vlieger, AICI CIP Netherlands Support micro loans for women through KIVA – Jewelry for KIVA • Madeline Gill, Sydney Correctional Centres to dress up inmates who are being released or appearing in court • Diana Olson, AICI CIP South Carolina Walter Hoving Home in Pasadena, California • Cindy Ann Peterson, AICI FLC Washington DC McLean Bible Church – Interview Dressing & Coaching • Soraya Raju, Sydney Correctional Centres to dress up inmates who are being released or appearing in court • Carolina D. Tan, AICI CIP Philippines CRIBS (Create Responsive Infants By Sharing) – founder Professional Etiquette Seminar – STI College Caloocan Rotary of Manila Bay, for students to inspire realistic insights to modeling • Ferial Youakim, AICI CIP Sydney Mums on a Mission – founder • Ling Zhang, AICI FLC Beijing Etiquette and Image – to enhance the underprivileged Chinese students with 11 Universities – free for students
Image Impact International Campus 2 Corporate 2 Community Impact AICI Chicago Chapter Members: • Kelly Duggan, AICI FLC – Disability, • SunShine Story – Disability, Interviews
AICI France Chapter Members: • Diane Monique Adjanonhoun – Grooming, Branding • Maritza Desjonquères Añazco, AICI CIP – Disability
AICI New York Tri-State Chapter Members:
• Pamela Judd, AICI CIP – Assessments, Attitudes, Disability, Interviews • Ann-Caroline van der Ham, AICI CIP – Assessments
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AICI Philippines Chapter Members:
• Delby Bragais, AICI CIP – Image Basics, Wardrobe Library
AICI Sydney Chapter Members:
• Ferial Youakim, AICI CIP – Image Basics Color • Donna Pace – Interviews
AICI Washington D.C. Chapter Members: • •
Chanel Alexandria – Civility Cindy Ann Peterson, AICI FLC – Civility, Disability, Interviews
Image Impact International Disability Book Members • Catherine Bell, AICI CIP Post Polio • Delby Bragais, AICI CIP Obesity Color • Bernie Burson, AICI CIP • Aury Caltaginone, AICI CIP Breast Cancer • Maritza Desjonquères Añazco, AICI CIP Anorexia • Kelly Duggan, AICI FLC Amputees A • Magoe Johnson, AICI CIP Blindness A • Pamela Judd, AICI CIP Chair • Carole Ann Lyons Editor • Kelly Machbitz, AICI CIP Skin Issues • Li Kin Pang, AICI CIP Cerebral Palsy • Alyce Parsons, AICI CIP Ageing Scoliosis • Cindy Ann Peterson, AICI FLC • Ferial Youakim, AICI CIP Self Esteem
AICI Toronto Chapter AICI Philippines Chapter AICI SF Bay Area Chapter AICI Guadalajara Chapter AICI France Chapter ICI Chicago Chapter ICI South Central Chapter AICI NY Tri-State Chapter AICI SF Bay Area Chapter AICI Florida Chapter AICI Singapore Chapter AICI SF Bay Area Chapter AICI Washington DC Chapter AICI Sydney Chapter
Image Impact International – Civility Council • • • • •
Maritza Desjonquères Añazco, AICI CIP, France Chapter Pamela Judd, AICI CIP, AICI NY Tri-State Chapter Cindy Ann Peterson, AICI FLC, AICI Washington DC Chapter - Chair Soraya Raju, AICI Sydney, Chapter Ferial Youakim, AICI CIP, AICI Sydney Chapter
AICI Gives Back Individual Philanthropy Commitment •
Sandra Saviozzi, Italy
Thank You AICI Members for Sharing, Inspiring and
Giving Back Around the Globe! www.aici.org
36 | July 2013 magazine
Business Matters with Mr. Pegasus Wong
— One of China’s Elite Businessmen By Dr. Desmond Chan ND, DBA, AICI, CIP
hina has produced many billionaires within a few decades, which has never happened before in modern Chinese history. Knowing the trends and lifestyles of this group of people will truly inspire and enrich the practice of image consultants. Along with this increase in the population of rich and famous people comes an increase in the demand for training in etiquette, manners, social graces, sophistication, uniqueness, personal branding and taste. All these benefit those in the industry who offer customized personal image services. Mr. Pegasus Wong, a business owner who specializes in luxury field, talks about his business experiences and image consulting.
Q. Who inspired you?
Q. What about personal branding, is it
A. My partners before, because each of us have our own luxury field connections.
Q. What was your best business decision?
A. Of course it is necessary. Credibility and reputation are very important.
A. Integration of resources.
Q. Name two things needed to build strong
Q. What was your worst business decision? Care
foundation for business.
to name a few?
A. Talent and resources.
A. Trusted the wrong person, activity execution not perfect.
Q. Is networking important?
Q. What is one piece of advice you can give image
A. Very important.
consultants that can be used right now?
Q. What one thing do you think matters most in
A. Use your social network and resources.
Q. One luxury you can’t live without? A. Love is the most luxurious element for me and my family.
A. How to avoid being copied. Our uniqueness enhances our club’s value.
Q. First thing you notice about a person’s image
Q. How do you balance business and personal
(appearance, behavior, communications)?
A. Appearance first, then when you speak with them you’ll notice their personal behavior and communication.
A. Work hard, play hard. Enjoy and learn from each day in life.
Q. Who has been the biggest influence on your
A. Dr. Desmond Chan has mentioned it to me before.
life? What lesson did that person teach you?
Q. Now that you have heard about AICI, what do
A. My Mum and Dad. They taught me a lot and gave me encouragement my whole life.
you think of image consultants?
Q. Biggest obstacle to overcome in business? A. Shortage of funds.
Q. Have you ever heard of AICI?
A. It’s a good view industry in China, whether for personal or for enterprise. China needs more international professional image consultants. Read more about Mr. Pegasus Wong at www.cnclb.org.
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...I can't believe the value I received - it exceeded all of my expectations and helped me to build a solid business in a relatively short period of time. I am booked solid with clients, and it's because of your amazing training. ~Mirella Zanatta I run out of superlatives. The courses that I attended were the most complete and life changing that I have ever experienced.... ~Janice Fisher Karen is the teacher of teachers and master of her domain. Her knowledge and experience cannot be matched.... She offers the most superior courses and texts yet available. ~Saima Haider
karen brunger BHEc, AICI CIP
image & communications coach & trainer recipient of award of excellence international pastpresident of AICI systems & products in over 65 countries
1.905.303.8636 . toronto . canada
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