AICI GL BAL
B R A N D I N G : F O R T O D AY, T O M O R R O W & F O R E V E R
THE BUSINESS OF BRANDING
WANT TO BOOST YOUR BRAND AND BUSINESS? WRITE A BOOK! ESTABLISHING PERSONAL BRANDS
OUR NEW CLASS OF CICS & CIPS MEMBER SPOTLIGHT
DR. HYERI KIM, AICI CIP, MFIPI APRIL 2019
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EDITOR’S NOTE 2019
AICI BOARD OF DIRECTORS President Riet de Vlieger, AICI CIP President-Elect Ferial Youakim, AICI CIP Secretary Gail Morgan, AICI CIP Treasurer Chris Fulkerson, AICI CIP, FFS VP Certification Ana Cheong, AICI CIP VP Education Shanna Wu Pecoraro, AICI CIP VP Business Development Maria Pia Estebecorena, AICI CIP VP Conference Valeria Doustaly, AICI CIP VP Human Resources Lilian Bustamante, AICI CIP Executive Director Gigi Jaber AICI HEADQUARTERS 1000 Westgate Drive, Ste. 252 St. Paul, MN 55114-1067 Phone: 651-290-7468 Fax: 651-290-2266 www.AICI.org
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THE ANSWER TO “WHO ARE YOU?” can either be simple or complex, depending on how philosophical you want to sound. Many people live their lives without really contemplating on the latter. As Image Consultants, we don’t have that luxury. In fact, figuring out the answer is the first step to developing our own brand. In my experience, an effective way to develop a branding strategy is by writing your own “Brand Story”. A brand story is more than content and a narrative. The story goes beyond what’s written on your website, the text in the brochure or the presentation used to pitch to clients. Your story isn’t just what you tell people, it’s also what they believe about you based on the work you have done. The story is a complete picture made up of facts, feelings, and interpretations, which means that part of your story isn’t even told by you. In other words, it’s not just a marketing message, it’s truly “Who You Are”. This edition of the magazine focuses on all the elements of branding, with our President establishing a relationship between marketing and personal branding. You can learn the secret of how to boost your brand by writing a book in a featured article by Delby P. Bragais, AICI CIM. We are also featuring one of the most prominent personal brands in the Image Consulting Industry in Asia, Dr. Hyeri Kim, AICI CIP in our member spotlight section. In addition, do not miss the new CIPs reinforcing their personal brands and new CICs establishing one. AICI global provides tons of opportunities to help members establish their personal brand in the Image Consulting Industry. One of the opportunities to do so is also to join the elite Team of Editors of the AICI Global Magazine. Look inside for more details. Remember that the best kind of branding often happens when you are not listening, and your customer is telling a friend how your service has changed their life. Proud to be AICI!
SONIA DUBEY DEWAN, AICI CIP Editor-in-Chief
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Issue 23 EDITOR IN CHIEF Sonia Dubey Dewan, AICI CIP
ASSOCIATE EDITOR Monica F. Prado
FASHION EDITOR Jainee Gandhi, AICI CIP
COPY EDITORS Bernie Burson, AICI CIC Julie Kaufman, AICI CIP
FEATURED CONTRIBUTORS Delby P. Bragais, AICI CIM Sonia Dubey Dewan, AICI CIP
LAYOUT Limb Design 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. 2018 © 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.
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FEATURE ARTICLE Want to Boost Your Brand and Business? Write a Book!.............................. 7
Inside This Issue
PRESIDENT'S LETTER................................. 6
ARTICLES Get Noticed: Ways to Build Your Brand........................ 12 Authentic Styling Tips for Creating Your Personal Brand....................................... 15
BETWEEN US Member Spotlight: Dr. Hyeri Kim, AICI CIP, MFIPI..................................... 17 Introducing Our New Class: CICs & CIPs......................23 Meet AICI Global Magazine Team................................. 25 Conference Speakers.....................................................27 Save the Date: AICI Asia 3rd Conference.......................29 Upcoming Events.......................................................... 31
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LETTER FROM THE PRESIDENT T
he upcoming AICI Global Conference has the theme, "the Business of Style". In AICI, we are well aware that starting your business as an Image Consultant and making it profitable is not easy for many of our members. If you are one of them, you might think that you cannot afford to come. On the other hand, there is a chance that you cannot afford not to come, as there are so many resources available. And even going home with only ONE big idea is enough to transform your business. I speak from personal experience. As Image Consultants, we shall always focus on improving our offerings, developing new products, and get-ting better at what we do. But there is a trap in here. We need clients who want what we offer, AND they need to be able to find us. There are two main ways of taking this on: Marketing and Personal Branding. Let's take the best of both. And as Image Consultants, we can expand our businesses by marketing our products and services and adding parts of Personal Branding to our own offerings. So learning more about Marketing and Personal Branding provides more than one benefit. In the media, I see Personal Branding often used as a form of selfmarketing. But using the tool this way is a missed opportunity since Personal Branding is a rich method of knowing who you are and expressing this in a couple of values that describe you. And then, with these values, take into account all expressions and forms of communication about you and your work. Isn't that beautiful? And how about helping to define and shape that for your clients? In this magazine, we will focus on an even wider scope of "Branding". Let's be inspired to use the content for ourselves and our own business, and meanwhile, look for openings for new programs to enrich our clients
RIET DE VLIEGER, AICI CIP AICI International President
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WANT TO BOOST YOUR BRAND & BUSINESS? WRITE A BOOK! BY DELBY P. BRAGAIS, AICI CIM
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ost entrepreneurs work on developing a strong personal brand or reputation to attract opportunities. For those in the business of selling expertise and experience such as Image Consultants, Speakers, Trainers, and Coaches, one of the best ways this can be done is through writing a quality book focusing on an area of expertise or one you would want to be known for. Writing my first book on personal branding entitled â€œThe Purple Pig Wears Red Lipstickâ€? was a life-changing experience. I remember the numerous times I would stand in line and wait for my turn to have a book autographed by the author. Today, I find myself on the other side of the fence with people waiting for their turn for
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me to autograph my book and to have a photo taken with me! Years ago, this was only a dream, but with hard work, perseverance, and a healthy dose of strategic thinking, my dream finally became a reality. A well-written book serves as a great Personal Brand amplifierâ€Śa marketing tool working 24/7 to promote you and your business to your target audience. This, however, involves a long-term, big-picture perspective and strategy to make sure your book does not gather dust sitting in your basement once it is published. For Image Professionals, here are a few ways a book can help promote your personal brand and business:
BEING IN THE FOREFRONT A book opens the gateway to being invited to TV shows, radio shows, print interviews, podcasts, and other avenues for increased visibility. When I first came out with my book, one of the most memorable invitations I had was when I guested on a radio show wherein the host went over my 8 Steps to a Personal Brand Makeover while focusing on each step. I was surprised with the amount of airtime given for my interview! At the end of the radio show, the host took me aside and confided that he was a cancer survivor and that he also wanted to write a book about his journey to health one day!
LEVEL UP TO EXPERT STATUS One of the most powerful ways to establish expertise is to contribute your thoughts and perspectives in a particular field or industry. A book increases your credibility and elevates you to expert status. Once a book is written and published, this can be a source of continuous content to be distributed across relevant channels on social media. It can help in scaling personal branding initiatives of the author and can position her or him as a recognized expert. Being perceived as such gives the author a competitive advantage in today’s crowded market landscape.
ADDITIONAL REVENUE STREAM Today, with the advent of technology, first-time authors can self-publish and earn more from the profits from book sales compared to those who go the traditional route with publishing houses. More importantly, the control of self-published books rests with the author. This is invaluable from a long-term perspective, as once a book is written, you can use the content to drive awareness through different channels way into the future. For first-time authors with book deals, publishing houses will usually have control of your work and permission has to be granted for the author to use his or her work for any purpose whatsoever. In her article, Many Authors’ Earnings Fall Below $500pa, Survey Finds, at theguardian.com, Alison Flood said that statistics show that the average selfpublished author only makes around $1,000 per
year. The real value of a book is in the other revenue streams that can be launched or strengthened because of it.
THE SECRET: LEVERAGE YOUR BOOK TO BRAND How do you let people know what you do, your expertise, and the value you bring to the table without being pushy or too self-promotional? One of the best ways I know of is to write a book! Using a book as a key element in your Personal Branding Tool Kit helps establish credibility, gives you the opportunity to tell your story in your unique voice and serves as a foundation for higher ticket items such as proprietary information products, workshops, coaching programs, and mastermind offerings, among others, that you could market to open up multiple income streams. My very first client for the first workshop I facilitated based on my book was a bank that asked me to run my proprietary Personal Branding program as a
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reward for their top real estate brokers, all of whom generated sizable income for the Bank through loans. Thus, the true value of a well-written book lies in its ability to serve as a beacon, sending signals to others across the globe so that you can be found by those who might be interested in your message, who might be in need of inspiration or information, or who might be looking for like-minded people to connect with.
THE RISE OF INDEPENDENT AUTHORS AND SELF-PUBLISHING Most aspiring authors are daunted by the amount of work that goes into writing a book, not to mention searching for a publishing house to provide a book advance and help with taking the manuscript all the way to a finished book and distribution to bookstores. Today, there is a rise in the number of independent or “indie” authors. With the advancement of digital technology, self-publishing has never been easier and more beneficial for an aspiring author. These advantages include: • The ability to scale and reach a global readership;
References Flood, Alison (2015, January 23). Many authors’ earnings fall below $500pa, survey finds. Retrieved from https://www.theguardian.com/books/2015/ jan/23/authors-earnings-fall-350pa-survey.
ONE OF THE MOST POWERFUL WAYS TO ESTABLISH EXPERTISE IS TO CONTRIBUTE YOUR THOUGHTS AND PERSPECTIVES IN A PARTICULAR FIELD OR INDUSTRY.
• The continuous availability of your books, unlike the “out of print” problems that used to plague the book industry; • The ability to sell directly to readers through personal selling and other different channels such as your website, Facebook page, and other online sites; • The ability to fulfill readers’ book orders in different formats immediately.
BEYOND BRANDING AND BUSINESS When used strategically, a book is a great avenue to tell your story, positively influence the perception of others about you, and ultimately, open up business opportunities. Beyond branding and business, writing a non-fiction book announces to the world that you are ready to use your unique voice to make a meaningful contribution to others.
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DELBY P. BRAGAIS AICI CIM (www.delbybragais.com) is an award-winning fashion designer, image consultant, and international speaker. She is the Author of The Purple Pig Wears Red Lipstick, a business metaphor that focuses on The 8 Steps to a Personal Brand Makeover for Impact, Influence & Incredible Income. Her book is sold both in a digital format via Amazon Kindle and as physical books distributed through Fully Booked Bookstores.
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GET NOTICED: WAYS TO BUILD YOUR BRAND BY MONICA F. PRADO
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side from offering high quality products and services, what sets products such as Nike, McDonald’s, Apple, and Coca Cola apart from the rest? It is BRANDING! When I was teaching Marketing Classes to undergraduate students at a local college, I always reminded my students that marketing brings home the bacon. No matter how good your product or service is, if no one knows about your brand, success would seem like a far-fetched idea. So before you can build your empire, build your brand. Building a brand goes beyond the creation of an attractive logo and catchy tagline. It requires careful research, sharp decision-making skills, good intuition, and the ability to envision. Here are some tips to help you build your brand.
1. KEEP YOUR TARGET MARKET IN MIND.
3. CREATE YOUR BRAND IDENTITY
This is the most important step. Your market is like your compass as it sets the direction for your brand. Educator and writer, Dr. Eduardo Morató, emphasized the importance of Market Research in his book, A Trilogy on Entrepreneurship: Preparing for Entrepreneurship. In the book, he said, “The more the entrepreneur knows about his or her relevant market, the more customers can be properly segmented and reached, products can be positioned, brands can be promoted, prices can be set and locations can be pinpointed.” Thus, ask yourself a few questions. Who do you want to tap for your business—corporations, executives, celebrities, or aspiring image consultants? What do they need? Once you have determined your most profitable market segment, consider them and their needs as you further develop your brand.
What words would you use to describe your brand? Is it elegant, sophisticated, approachable, warm, or straightforward? What do you want to be known for? This is a good starting point when determining your brand identity because these qualities must be reflected in your logo, colors, and tagline. Your brand identity would also affect other important points such as your pricing and distribution channels. If your brand is elegant and sophisticated, then the price point would be higher. You would also want to put your office in a high-end place that is accessible to your target market. Take your cue from chef restauranteur, Geoffrey Zakarian, who was quoted as saying, “Determine who you are and what your brand is, and what you’re not. The rest of it is just a lot of noise.”
2. IDENTIFY YOUR PRODUCT OR SERVICE’S VALUE OFFERING What can be your value offering? This is not simply about creating a tagline. This is about identifying the value that your product or service can offer to address the needs and improve the lives of your target customers. It is easy to claim that you’re the number one or the first at something. But dig deeper. Be creative yet truthful. What is it that sets you apart? Is it your efficiency, years of experience, mastery of the subject matter, or straightforward approach? If you can clearly identify your value offering, then it would be easier for you to communicate it to your target market.
4. CREATE BRAND AWARENESS It’s now time to spread the word and let your market understand your value and brand identity. When creating brand awareness, know where your market searches when they need a product or service like yours. Be visible online through a professional-looking website and some social media accounts such as Facebook, Instagram, and Linkedin. But having online presence is not enough. Meet new people and tell them about your brand. According to Jacqueline Whitmore, an Etiquette Expert and the Founder of The Protocol School of Palm Beach, she helps her clients identify her value offering by asking the question, “How much would it cost your company or how much revenue would
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BUILDING A BRAND GOES BEYOND THE CREATION OF AN ATTRACTIVE LOGO AND CATCHY TAGLINE.
you potentially lose if one of your employees were to send a nasty email, say something inappropriate to a client, order the wrong thing at an important business dinner or wear, an inappropriate outfit?”
5. WALK THE TALK No matter how good your brand looks, if your product or service cannot deliver what it said it would, then, success would be short-lived or worse, still be far-fetched. Thus, make sure that your product or service can truly address the needs of your target market. Moreover, remember that you are a walking advertisement of your brand. It always pays to see that the brand of your products or services extends to you and your people. All your marketing materials and effort must communicate a consistent message to avoid confusion about your identity and value offering.
References Aaker, D. & Joachimsthaler, E. (2000). Brand leadership. London: Simon & Schuster UK Ltd. Morató, E., Jr. (2008). A trilogy on entrepreneurship: Preparing for entrepreneurship. Philippines: ACE Center for Entrepreneurship and Management Education.
Building a brand in a competitive market is exciting. But it is no easy feat. According to David Aaker and Erich Joachimsthaler in their book, Brand Leadership, when it comes to brands, “The challenge is to be noticed, to be remembered, to change perceptions, to reinforce attitudes, and to create deep customer relationships.” Are you up for the challenge?
MARIA MONICA F. PRADO, M.A. is a sought-after communication-image consultant, speaker, and writer. In 2010, with her background in the fields of communication, media and corporate training, Monica established Communicare Training and Development (communicaretraining.com/), a communication training firm. She has developed and conducted trainings for thousands of individuals and various local and multinational corporations.
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AUTHENTIC STYLING TIPS FOR CREATING YOUR OWN BRAND BY JAINEE GANDHI, AICI CIP
hy do we talk about fashion or styling in the same breath as personal branding?
Have you read Blink: The Power of Thinking Without Thinking by Malcolm Gladwell? As stated in the book’s summary posted at wikiwand.com, “The author describes the main subject of his book as ‘thin-slicing’: our ability to use limited information from a very narrow period of experience to come to a conclusion. This idea suggests that spontaneous decisions are often as good as—or even better than— carefully planned and considered ones.” Now that we are talking about how it important it is to create a brand for yourself, we all know that 93% of this is visual. So even before someone chooses to hear our thoughts, they decide if they like us or not. Thus, it is important to know what your branding is and not just any branding. Your authentic branding can be highly improved once you figure out your AUTHENTIC STYLING. Let's take the example of Michelle Obama. Her styling has not always been on point. But in the last few years, she seemed to have realized the importance of her role and her position so now, we never see a single picture of her in denim shorts and tee. Her styling is more or less structured pieces of clothing and accessories with a wide smile that makes me want to listen to what she has to say. My other personal favorite is Kate Middleton, Duchess of Cambridge. Her life is under scrutiny every single time she even peeps from her window. Her styling says a lot about how warm she is. She not only promotes local designers in her home country,
she also promotes local designers in every place she travels. I remember the time she wore an Anita Dongre (An Indian designer) outfit during her visit to India. The designer’s website crashed in one hour because people wanted to buy the same dress as Kate’s. She also makes sure to promote repeating or re-wearing of styles. Styling has been given a bad reputation with many stating that it is vanity. But if used well, it creates such a huge advantage. I am going to share a personal story of how styling changed the way people look at me now. I was a huge introvert in school and university and it did not help that even in the workplace, I was never confident. When I started my Image Consulting practice, I started experimenting with the way I dressed. Getting bolder with every experience, even on days my styling did not work, I knew exactly why. On my 32nd birthday, I decided to get a pixie haircut. I used to have shoulder-length hair so when I looked at myself after the cut, I could not recognize my-self. But that simple style transformation changed the way I looked. I looked powerful and authoritative and it was needed in those first few years of business. The way we style ourselves says a lot about us. And if it is going to say WHO I AM without me talking, then I better make full use of that. Reference Blink: The power of thinking without thinking (n.d.). Retrieved from: http://www.wikiwand.com/en/ Blink:_The_Power_of_Thinking_Without_Thinking.
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JAINEE GANDHI, AICI CIP is an accomplished image consultant and one of the only CIP’s in India. She works with individuals and corporates on creating an authentic image for themselves. Her motto is “refuse to be unseen.” Jainee is the founder of ImagEdge Academy (www.imagedgeacademy.com/) and the President-elect for AICI Singapore chapter.
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DR. HYERI KIM, AICIÂ CIP. MFIPI BY SONIA DUBEY DEWAN, AICI CIP
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Q. How did you get started in Image Consulting? (이미지 컨설팅은 어떻게 시작했습니까?)
A. 반갑습니다. 김혜리입니다. 저는 현재 에듀아티스트로
강연, 공연, 콘서트 등 다양한 분야에서 활동하고 있습니다.
대학교 때까지 어학을 전공했지만, 여러 번의 취업면접실패에서 이미지가 중요하다는 것을 깨닫고 이미지 파워에 매료되어
스스로를 관리하는 방법을 배우고 연구하며 이미지 컨설팅을
시작하게 되었습니다. 제가 이미지 컨설팅 했던 사람들이 꿈을 이루는 것을 보면서 그때부터 한 사람의 인생을 조력하는
이미지컨설턴트로서 보다 제대로 하고 싶다는 생각에 대학원에 진학하여 이미지경영교육전공으로 석박사학위를 취득하였고,
영국과 미국 그리고 일본에서 국제자격을 취득하였으며, 지금은 이미지 파워를 나누는 일에 집중하고 있습니다.
As an Edu-Artist, I have been actively engaged in various fields includ-ing lectures, performances, and concerts. I majored in Language Studies in College, but I realized that image is important after failing to get a job several times. I started off my career in Image Consulting when I became fascinated with image power while learning and doing my research on how to manage myself. I went to Graduate School in the hopes of becoming a better Image Consultant and helping other people. I obtained my Master's and Doctoral Degree in Image Management Education. Moreover, I acquired the international license in U.K., U.S.A., and Japan. Currently, I am focusing on sharing the value of image power.
Q. What do you do in your business? (사업에서 무엇을 합니까?)
A. 저는 사람들이 조금이라도 더 건강하고 행복할 수 있도록 이미지 파워와 컬러 그리고 쥬얼리와 음악을 융합한 토탈
휴먼 이미지 컨설팅을 하고 있으며, 자신만의 에너지를 담은 “Daheuin Energy Color Jewelry”를 런칭하여 판매하는
비즈니스를 하고 있습니다. 뿐만 아니라 이미지 파워를 알면
알수록 휴머니즘과 인문학적 관점에서 사람과 사람을 잇는 핵심 가치라는 생각에 삶의 의미와 감동을 더하여 함께 한 모두에게 자신을 사랑할 이미지 파워를 전하고 가슴 뛰는 삶을 살아가게 할 핵심가치를 나누는 에듀아티스트라는 신 직업을 대한민국 서울 신직업인재센터에 등록하고 특허청에 서비스상표로도
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등록하여 강연, 공연, 콘서트 등을 하나린&MI컴퍼니의 소중한 사람들과 함께 하고 있습니다.
I provide Image Consulting to people by infusing image power with color, jewelry, and music to help people live a healthier and happier life. I am currently working on launching and selling “Daheuin Energy Color Jewelry” with each person's energy. In addition, knowing more about image power makes me think that image power is the core value connecting people. With this idea in mind, I registered Edu-Artist as a new job in the Human Resources Center in Seoul and also registered the job as a service mark in the Korean Intellectual Property Office. I now collaborate with people in Hanarin & MI Company for lectures, performances, and concerts
Q. What is image consulting like in Korea? (한국에서 이미지 컨설팅은 어떻습니까?)
A. 한국에서 최근 10년간 성장도를 바라보면 이미지컨설턴트를 양성하는 교육기관이 늘어났고 산업현장에서는 수료생
80%이상이 강의를 하고 있습니다. 또한, 최근 뷰티 관련
방송프로그램이 급증하면서 주로 퍼스널컬러 진단을 통한 뷰티스타일 컨설팅이 증가하였고, 현존하는 뷰티샵에서
퍼스널컬러 진단 시스템을 융합하여 매출을 올리고 있습니다. 한국의 이미지 컨설팅 분야를 바라볼 때 상당히 고무적인 발전을 거듭해온 것은 사실이오나, 지금은 그동안 내실을
다져온 전문가들이 토탈 이미지 컨설팅을 열어나가기 위한 지속적인 노력이 필요한 때가 아닐까 생각합니다.
Looking back at the growth rate of Image Consulting in Korea in the past ten years, the number of educational institutions training image consultants has increased. More than 80% of the graduates are giving lectures at industrial sites. In addition, with beautyrelated programs soaring, Beauty Style Consulting through Personal Color Analysis has been booming. Revenue from other related businesses has also increased by integrating the Personal Color Analysis System into existing beauty shops. It is true that Image Consulting in Korea has achieved significant and inspiring development. However, I think it is time for experts who have been working hard to do total image consulting.
AICI’s organized system has inspired me to found the Chapter in Korea. I have been an AICI member since 2009. During the 2009 Hawaii Conference, when I worked without a chapter, I had a dream of giving lectures globally while attending the lecture of an image expert. But in 2013, I was notified by the Headquarters that the Korean Chapter was suddenly dissolved. I could see that more people wished to establish a chapter in Korea. With the help of some people and with the belief that we could contribute to the growth of the Image Field together, I was able to establish the Chapter in Korea.
Q. Under your leadership, the Korea Chapter hosted AICI Asia’s 2nd conference. Tell us, why did you step in to take responsibility for such an enormous task? (귀하가 이끄는 한국챕터는 제2회 AICI 아시아 컨퍼런스를 개최했습니까? 우리에게 말해 봐요, 왜 그런 엄청난 일에 책임을 지려고 개입한 거죠?)
A. 한국챕터의 설립에서부터 아시아이미지컨퍼런스를
개최하기까지 말레이시아 챕터의 깊은 배려와 한국의 KB챕터의 임원진들이 있었기에 이 모든 것을 해낼 수 있었습니다. 저는
2009년부터 글로벌 컨퍼런스에 함께 하였는데 국제무대에서
Q. You’re the AICI Korea Chapter Founding President. What made you get involved in AICI leadership in the first place? (당신은 AICI 한국 지부 설립자인데, 무엇이 당신을 애초에 AICI 리더십에 관여하도록 만들었습니까?)
A. 원칙적이고 체계적인 시스템을 갖춘 AICI에서 활동하면서 챕터가 없어서 가장 힘들었던 위기의 순간이 저를 뛰게
만들었고, 마음을 모았던 사람들이 함께하였기에 챕터 설립에
박차를 가할 수 있었습니다. 저는 2009년부터 회원으로 활동을
하였는데 2013년 본회로부터 갑자기 한국 챕터가 해산되었다는 통보를 받았습니다. 2009년 하와이 컨퍼런스에서 80대 백발의 이미지전문가 강연을 들으며 전 세계로 강연을 다닐 꿈을
품었던 제가 챕터가 없이 활동 하는 동안 한국에 챕터를 다시 설립하자는 사람들이 생겨났고, 마음이 맞는 사람들과 홀로
외롭지 않게 이미지 분야의 성장을 함께 도모할 수 있을 거라는 믿음으로 한국의 챕터를 다시 설립하게 되었습니다.
견문을 넓히고 전문가로서의 성장을 거듭해오면서 가슴 뛰는 현장을 함께 나누고 싶었으나 비용의 부담으로 함께 하기
어려워하는 한국인들을 볼 때마다 한국에서 국제전문가와 함께 동반성장할 수 있는 컨퍼런스를 개최하고 싶었습니다. 제2회
아시아이미지컨퍼런스를 개최하면서 국제교류를 통해 글로벌
마인드를 함양하고, 이미지 전문성도 서로 나눔으로써 이미지의 가치를 느끼며 이미지 산업의 성장을 함께 도모할 수 있을 거라고 믿었기 때문입니다.
From the founding of the Korean Chapter to hosting the Asian Image Conference, all of these became possible through the consideration and help of the Malaysian Chapter and executives of the Korean KB Chapter. I have been working on the Global Conference since 2009 and I would like to share my passion for the field while broadening my horizon on the global stage and growing as an expert. So I hoped to host the conference where we could grow together with international experts after realizing that some Koreans could not join the Global Conference due to
The Association of Image Consultants International | 19
the cost. I believed that hosting the 2nd Asia Image Conference would be helpful in strengthening the global mind through global exchanges and sharing of expertise in image. I believe that this would make us realize the value of image and contribute to the growth of the image industry.
Q. Tell us about the Asia conference and your favorite moments? (아시아컨퍼런스와
가장 좋아하는 순간에 대해 말씀해 주시겠습니까?)
A. 아시아이미지컨퍼런스는 동반성장이라는 슬로건 아래
레인보우컬러를 행사의 방향으로 하여 구성되었으며, 모든
컬러의 빛이 하나 되면 화이트가 된다는 원리의 깊은 뜻을 품고 준비되었습니다. 제2회 아시아이미지컨퍼런스는 기조연설,
CEU세미나, 전시 및 체험 부스 등 모두가 지닌 진정한 가치를 마음껏 표현하고, 모두가 조화롭게 하나 되어 빛날 수 있는
자리였습니다. 가장 기억에 남는 순간은 마지막 날 2박3일의
여정을 담은 동영상을 본 후 고생해 준 모두와 함께 무대 앞에서 다 같이 인사를 했던 순간입니다. 꿈을 꾸고, 그것을 이뤄내는 여정이 쉽지 않았지만 함께 힘을 모은 사람들과 묵묵히 그
여정을 마무리 했던 그 순간의 감사함과 감동을 잊지 못합니다.
Mutual Growth was the direction of the Asian Image Conference. It was conceptualized based on the principle that all the colors of light will be white. The 2nd Asian Image Conference was an event where everyone could fully express her true value and shine through keynote speeches, CEU-approved seminars, and exhibits. The most memorable moment for me was when I greeted everyone on the last day of the event. Our journey of realizing our dream was not easy. But I cannot forget the gratitude and tranquility of that moment when I concluded our journey with the people who worked hard together for this event.
Q. The AICI April Issue talks about branding in the Image Consulting business. Tell us how you created a brand for yourself? (AICI 4월호에서는 이미지 컨설팅 사업의 브랜드화에 대해 설명합니다. 어떻게 직접 브랜드를 만들었는지 말씀해 주시겠습니까?)
A. 저는 “가치 있는 사람과 함께 하려면 내가 먼저 가치 있는
사람이 되어야 한다”는 신념으로 세상이 가치 있게 여기는 것의
20 | April 2019 magazine
기준에 부합되기 위해 노력했고 사람들이 신뢰하고 필요로
하는 가치 있는 사람이 되기 위해 노력해왔습니다. 특히, 2007 년부터 다양한 재능기부 강연과 공연을 통해 사람들이 제가
어떤 일을 하는 사람인지 직접 경험하는 시간을 쌓을 수 있도록
노력했습니다. 그렇게 13년 쌓이다 보니 저를 가치 있게 생각하는 사람들과 행복하게 일할 수 있게 되었습니다. 이것이 진정한
이미지 컨설팅 사업의 브랜드화가 아닐까라는 생각을 해봅니다.
I have strived to meet the standard which people consider valuable with a belief that "I should be a worthy person in order for me to stay with worthy people." I have made a greater effort to become a worthy person who people can trust and need. In particular, since 2007, I have been trying to gain experience through various lectures and performances and to share my talents. Fortunately, I have had the opportunity to happily work with people who value me. I think this is the true branding of an Image Consulting business.
Q. Why did you seek your CIP certification? How has your business benefited from this level of certification? (CIP 인증을 받은 이유는 무엇입니까? 이러한 인증 수준을 통해 귀사의 비즈니스가 어떤 혜택을 얻었습니까?)
A. 2009년 하와이 컨퍼런스에서 80대 백발의 이미지전문가 강연을 들으며 전 세계로 강연을 다닐 꿈을 품었던 저는
AICI를 통해 국제 비즈니스의 길을 열고 있었고, 이를 보다 전문적으로 하고자 CIP 국제 자격을 취득하였습니다. CIP
를 취득한 후, CIC를 취득하고자 했던 사람들이 저를 더욱
신뢰하였고 제게 배우러 왔습니다. 지금까지 한국에는 총 18
명이 CIC를 취득하였고 4명이 시험을 합격하여 포트폴리오를
제출할 예정이며, 약 7명이 CIP를 함께 준비하고 있습니다. AICI 가 인준한 CIP는 신뢰가 기반이 된 비즈니스를 할 수 있게 힘이 되어준 국제 자격입니다.
I obtained the CIP (Certified Image Professional) Certification to be more professional. I dreamed of lecturing all over the world while at-tending the lecture of an Image Expert in the 2009 Hawaii Conference. Through AICI, I am now able to do international business. Moreover, after becoming a CIP, those who want to earn their certification from AICI trust me more and come to learn from me. Currently, four members have passed the CIC (Certified Image
Consultant) Exam and are preparing to submit their portfolio. On the other hand, a total of 18 members in Korea have already obtained their CIC Certification. Out of these 18 CIC members, seven of them are preparing for to earn their CIP certification. Obtaining the AICI CIP Certification gives us the international qualification to do business based on trust.
Q. Are you planning to go after your CIM? Why? (CIM을 추진할 계획입니까? 왜입니까?)
A. 저는 2016년 영국의 국제자격 인준기관인 City&Guilds
와 국제이미지전문가연합회인 FIPI(Federation of Image
Professionals International)의 인준을 받은 CIM입니다. 한국에서
국제이미지마스터로 활동하면서 동시에 지난 3년간 CIC 국제 자격을 준비하는
제자들을 먼저 지도하였고, 현재 AICI가
인준하는 CIM 심사를 받고 있는 중입니다. 그동안의 여정을 되돌아보고 앞으로 그
누구보다 삶을 건강하고 행복하게 살아갈
assessed for the CIM Certification. I am doing my best to become an AICI CIM to strengthen people’s trust in me as a person who lives a healthy and happy life.
Q. Are you attending AICI Global conference at Chicago? If Yes, why? (시카고에서 개최되는 AICI 글로벌컨퍼런스에 참석할 예정입니까? 그렇다면 왜요?)
A. 참석할 것입니다. 2009년부터
AICI 회원으로 함께 참여하면서 전 세계인들과 함께 소통하고 글로벌
비즈니스를 도모하며 서로의 성장을 축하하는 귀한 자리가 바로 글로벌
컨퍼런스이기 때문입니다. 지난 2017 멕시코 글로벌컨퍼런스에서 저는
한국인으로서는 최초로 2016 올해의 국제이미지컨설턴트로 수상하였고, CIP 국제자격을 취득하여 모두의
박수를 받았습니다. 또한, 한국에서 참가했던 임원들이 2015 워싱턴
글로벌컨퍼런스에서 한국의 챕터를
설립시켜 모두의 축복 속에 인준서를
받았고, 아시아 챕터 회장들에게
아시아이미지컨퍼런스를 하자고 제안하여 홍콩을 시작으로 한국에서 개최한 것처럼 글로벌컨퍼런스에서는 전 세계 회원들과 의미 있는 일들을 추진할 수 있기에 참여할 충분한 가치가 있습니다.
I will attend. As a member of AICI since 2009, I think the AICI Global Conference is the place where we can celebrate mutual growth by communicating with people from all over the world and contributing to the global business. At the 2017 Mexico Global Conference, I was the first Korean to be awarded the International Image Consultant Award for the year of 2016. I also received my CIP International Certification. In addition, in the 2015 Washington Global Conference, I got the blessing to found the Korean Chapter. I also proposed to the Asian Chapter Presidents to hold an Asia Image Conference. I thought it would be valuable for the members from around the world. The first Asia Image Conference was held in Hong Kong. The second one was in Korea.
수 있는 사람으로 믿음을 더 확고히
하고자 AICI CIM이 되는 순간까지 최선을 다할 것이며, CIM이 된다면 진정성 있는 행동으로 많은 사람들과 행복한 순간에 함께 할 것입니다.
I am CIM certified by City & Guilds, UK's international qualification authority, and FIPI (Federation of Image Professionals International). I have taught students how to prepare for the CIC International Certificate for the past three years while working as an International Image Master in Korea. I am currently being
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Q. What do you like to do for fun? (재미로 무엇을 하고 싶습니까?)
A. 저는 호기심이 많아 다양한 경험을 하고 배우는 것을 좋아합니다. 특히, 뮤지컬을 좋아하는데 잘 다듬어진 뮤지컬을 보고 나면 그 감동이 제
삶에 활력을 줍니다. 기회가 된다면
뮤지컬 노래들도 편곡해서 연주해보고 싶고, 뮤지컬을 배워도 보고 싶습니다. “ 노력하는 자는 즐기는 자를 이길 수
없다”는 말이 있듯이, 초등학교 때부터 바이올린 연주를 취미로 하였는데 이제는 취미를 직업으로 접목한
사람이 되었습니다. 그래서 앞으로도 에듀아티스트로 활동하면서 다양한
경험을 하고, 저를 즐겁게 하는 요소들을 강연이나 콘서트에 하나씩 접목시켜
감동을 전할 수 있도록 노력하겠습니다.
I like to experience and learn various things as I am very curious. Particularly, I like music. Watching musicals gives me inspiration. If I have any chance, I would like to arrange and play musicals. As the saying goes, "Those who try cannot win against those who enjoy." Ever since I was in Elementary School,
I have been playing the violin. Fortunately, I have been able to turn my hobby into a profession. I strive to give inspiration to people by incorporating my entertaining elements into my lectures and concerts while acting as an EduArtist.
Q. What’s your best business advice for other image consultants? (다른
이미지 컨설턴트를 위한 최고의 비즈니스 조언은 무엇입니까?)
A. 새로운 시도를 두려워하지 말고
행동하라고 조언하고 싶습니다. 저는 실패를 하든, 성공을 하든 직접 겪은
경험은 늘 새로운 지혜를 준다고 굳게
믿기 때문입니다. 제겐 전혀 보이지 않았던 국제 이미지 분야의 길도 매일 조금씩
가지를 쳐내고 풀을 밟고 앞으로 나가다 보니 어느새 길이 되어있었습니다. 잘
다듬어진 길을 걷는 것보다 조금은 힘들고 늦을 수 있겠으나 그 어떤 상황에도
멈추지 않는다면 길은 반드시 생깁니다.
자신이 원하는 바가 분명하다면, 포기하지 말고 끝까지 스스로 개척해나가세요. 모든 것은 여러분에게 달려있습니다. 자신의 삶을 온전히 스스로가 이끄는 행복을
누려보시길 바랍니다. 여러분의 건강하고 행복한 삶을 응원합니다!
Don't be afraid of making a new attempt. I firmly believe that experience, whether you fail or succeed, can always give you wisdom. On my path to International Image Business, I made my way by trimming trees and stepping on the grass little by little everyday. It is harder than walking along a well-polished path, but if you do not stop, you will surely find your way. If you are clear about what you want, don't give up, and carve your way until the end. Everything depends on you. I hope you get to feel the happiness that comes with leading your own life. I would like to support you in your quest to have a healthy and happy life. Disclaimer: The Editors have attempted to provide an accurate translation of the original material in English, but due to the nuances in translating a foreign language, slight differences may exist. These slight differences, if there are any, are not intended by the Editors.
SONIA DUBEY DEWAN, AICI CIP, is an Entrepreneur, Image Consultant, a Keynote Speaker and the first Internationally Certified Image Professional (CIP) in India chapter by Association of Image Consultants International (AICI), USA. She is the Founder and Managing Partner of Indian School of Image Management (www.indianschoolofimage.com), providing education and training solutions to aspiring Image Consultants in India. Dubbed as a “Fairy Godmother of Transformation” by a leading news publication, Sonia is passionate about sharing her views on Image Management, Personal Branding, Positive Body Image, Entrepreneurship and Women Empowerment. She quotes, “You are your most valuable asset, start investing in it today.”
22 | April 2019 magazine
INTRODUCING OUR NEW CLASS: CICs & CIPs CERTIFIED IMAGE CONSULTANTS
Fernanda Luchesi Susy Bello Knoll Rosario Diz Yin Min Aysha Correa Teruno Aiba Sophia Marins Domingos Alonso Eiko Komori Younghwa Lee Yumi Ichinose
CERTIFIED IMAGE PROFESSIONALS
ANA CARRERA ANDRADE
SONIA DUBEY DEWAN
ABIGAIL CHEONG ANN WEI LING LINDSAY
CINDY ANN PETERSON
YUN IRENE LEE
Naoko Ishida Ayaka Nagasawa Mina Enomoto Lisa Chan Alejandra Marquez Hiromi Osada Minkyeong Kim Makoto Miyazaki Maria Drexler Natalia Pierri
MARIA PIA QUEENA QINYAN ESTEBECORENA WANG
The Association of Image Consultants International | 23
IT'S TIME TO GET
"Getting a certification from AICI is not about the promise of potential earnings. It is about the professionalism we uphold. Embrace certification for yourself and your profession and more importantly, for the clients we serve. "~Ana Cheong Cheok Yin, AICI CIP, VP Certification, AICI Global International Board
24 | April 2019 magazine
MEET THE EDITORIAL TEAM!
SONIA DUBEY DEWAN, AICI CIP EDITOR-IN-CHIEF
MARIA MONICA F. PRADO ASSOCIATE EDITOR
Sonia Dubey Dewan, AICI CIP is the Managing Partner of Indian School of Image Management (ISIM). She is an Entrepreneur, an Image Consultant, a Keynote Speaker and the first Internationally Certified Image Professional (CIP) in India chapter by Association of Image Consultants International (AICI).
Maria Monica F. Prado is a communication-image consultant and writer from the Philippines. In 2010, Monica established Communicare Training and Development, a training firm to help people learn how to communicate effectively through their verbal and non-verbal cues. She has developed and conducted trainings on business communication, presentation skills, business writing, and image branding for thousands of individuals and corporations.
With over 10+ years of experience of working in the field of Image Management, Personal Branding & Training India’s top companies & startups are among her corporate clients along with many C-suite executives, entrepreneurs, socialites, celebrities & politicians are her personal clients. She is also President-Elect of AICI India Chapter. Dubbed as a “Fairy Godmother of Transformation” by a leading news publication, she regularly contributes in leading newspapers, magazines and blogs. She is the Editor-in-chief of AICI Global Magazine and Author in Entrepreneur magazine. With her customized, empathetic and inspirational approach, Sonia is known for her motivational, exuberant yet elegant, and always open to share quality.
Monica also served as a marketing & communication faculty of Miriam College's Communication Department. In 2018, she was one of the shortlisted nominees for the Outstanding Learning and Development Professional Award at the Philippine Society’s Training and Development’s Gawad Maestro (Master Award) Awards. She obtained her Master of Arts Degree in Integrated Marketing Communication, with Honors, and her Bachelor’s Degree in Communication from Miriam College. www.communicaretraining.com
She quotes, “You are your most valuable asset, start investing in it today.” www.indianschoolofimage.com
The Association of Image Consultants International | 25
JAINEE GANDHI, AICI CIP FASHION EDITOR Jainee Gandhi loves all things stylish. She discovered this at a young age when she refused to have lunch until her dad bought her the silk skirt she wanted. When her own daughter did the same thing she knew in an instant how her father must have felt. Jainee is an Indian Image consultant living in Singapore and is currently the President-elect for AICI Singapore Chapter. Jainee is the founder of ImagEdge Academy. Her motto is “Refuse to be unseen.” Jainee believes in a holistic way of an Image makeover for her clients and the image professionals she trains. She believes that “Style has to be inclusive of all age, size, color, restrictions of any sorts will limit clients in a box and not let them explore their true worth.” www.imagedgeacademy.com/
BERNIE BURSON, AICI CIC COPY EDITOR The founder of Bernie Burson Color & Image established in the year 2003 in Oregon, Bernie Burson helps her clients discover
their own individual style, so they feel great about their appearance in ways that fit - pun intended! - who they are. They learn how to become authentically attractive and genuinely magnetic, which gives them the confidence to fully engage with their lives, careers and biggest goals. She works with people who want to look great and feel great about their appearance without stressing about getting dressed or feeling like someone they're not. http://www.bernieburson.com/
JULIE KAUFMAN, AICI CIP COPY EDITOR Julie Kaufman is the Principal Image Consultant at the Julie Kaufman Wardrobe Consulting established in year 2004. She grew up surrounded by the excitement of a fashioncentered household. The daughter of a clothingdesigner father and a fashion model mother, Julie has always enjoyed shopping. After spending more than 20 years in advertising and market research, supported by a master’s degree in psychology and an MBA from Stanford, Julie decided to launch a consulting practice to help people look their best and have fun doing it. She finds it rewarding to help others experience the excitement of finding just the right clothes. http://www.juliekaufman.com/
JOIN THE TEAM You can also join the elite editorial team of the AICI Global Magazine. We are looking out for a Business Editor, Fashion Editor, Contributors and Translators in Spanish and Chinese. If you have a flair for writing, send in your profile and queries to Editor-in-Chief, Sonia Dubey Dewan, AICI CIP at firstname.lastname@example.org or email@example.com.
26 | April 2019 magazine
MEET OUR SPEAKERS
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28 | April 2019 magazine
Interchange 2020.... AICI 3rd ASIA CONFERENCE 2020 6TH-7TH JUNE 2020 GRAND HYATT HOTEL KUALA LUMPUR
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30 | April 2019 magazine
UPCOMING EVENTS THURSDAY, APRIL 11, 2019
SATURDAY, MAY 4, 2019
AICI CHINESE TELECLASS 超速识人- 销售成交的必修课
AICI HONG KONG CHAPTER CIC EXAM
Time: 12 PM (Beijing Time)
Location: Guangdong Sheng, Guangzhou
TUESDAY, APRIL 23, 2019
FRIDAY, MAY 31, 2019
AICI PORTUGUESE TELECLASS O PODER DA COMUNICAÇÃO INTERPESSOAL EFICAZ
AICI SIMPLIFIED CHINESE CIC EXAM
Time: 7 PM (Brasilia Time) / 5 PM (NY Time) TUESDAY, APRIL 30, 2019
AICI ENGLISH TELECLASS MY TOP 10 MOST EFFECTIVE PRESENTATION TIPS FOR WINNING CLIENTS
Location: Beijing / Time: 8:20 AM SUNDAY, JUNE 23, 2019
AICI TOKYO CHAPTER CHAPTER CIC EXAM Location: Bunkyo City, Otsuka / Time: 12:30 PM
Time: 10–11 AM PST (San Francisco)
The Association of Image Consultants International | 31
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WELCOME TO THE 2019 AICI GLOBAL CONFERENCE
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THE AGE OF RELEVANCY
THE ABCDâ€™S OF IMAGE
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CULTURAL CONSIDERATIONS IN IMAGE
FINDING HER VOICE: THE REVOLUTION OF CATHERINE GRACE O'CONNELL
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2019 GLOBAL CONFERENCE FEATURE
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A L O O K AT T H E B U I L D I N G B L O C K S O F T H E P R O F E S S I O N
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DR. CAROL PARKER WALSH JANUARY 2019
AICI Global Magazine April 2019