By Katy Goshtasbi

I get asked often why the visual element is so important in terms of personal branding. People often assume personal branding and the related association are based strictly on name recognition. For instance, I read an article recently about legendary producer Jerry Bruckheimer. In it, Bruckheimer is referred to as a brand. Most people have no idea who Bruckheimer is, let alone could spot him in a crowd. However, they know him as the producer of many great shows and movies, including The Amazing Race and Pirates of the Caribbean, to name just two. For Bruckheimer, his brand is his name.

For most of us, our brand is about the visual reality we establish and build with people who get to know us. We remember people based on what we "saw" of them initially. Thus, I tell my clients to package their personal brand to be aesthetically appealing to those around them who’d want to get to know them better, then perhaps become clients and build long-term relationships.

What is aesthetically appealing? The human eye lands and stays on objects and people that are neutral, high energy and generally appealing to look at. In other words, we like to look at and interact with those who are easy on the eye…literally. Creating an aesthetically appealing personal brand is about art and proportionality as well as the proper use of color, pattern, texture and design.

Once people are attracted to your aesthetically appealing personal brand, they’ll build affinity for you and communicate with you based on your reality, which hopefully is their reality, too.

What can you do to become aesthetically appealing and easy on the eye? Here are some tips:

• Always look at yourself in terms of maintaining the proper proportionality when you dress. Keep bulky attire to a minimum and if you’re wearing loose clothing on top, taper it with more formfitting garments on the bottom. This applies to men and women. You wouldn’t buy a lamp that’s out of proportion, so why would you choose to interact with someone who looks out of proportion and disturbing to your subconscious sense of art and balance?

• Always ask yourself, "Why am I wearing what I’m wearing today and what does it say about me as a person and professional?" Is the garment appropriate for your personal brand and the message you’re trying to impart to your audience for the day? Your message in terms of who you are and what business you perform is critical in your visual appearance.

Katy Goshtasbi, owner/founder of Puris Image, works with business owners on refining their personal brand so they get to dictate all first impressions and increase self-confidence, sales and revenues. Learn more at purisimageandstyle.com.