Dress to impress

There's an old saying along the lines of: 'If you look good you feel good, and if you feel good you do good.' It may be trite, but we can all recognise the fundamental truth behind it: you perform better and have more confidence if you look and feel your best. This applies equally at both a personal and corporate level, but the problem is that when it comes to judging ourselves it can be difficult to be objective.

The extent to which '“ as a firm and individually '“ you appear successful and radiate self-assurance is a hugely important but often overlooked aspect of marketing and is something we all tune in to. Just think of the firms and individuals you hold in high esteem, chances are that you admire them because they're 'successful and confident' which enhances your perception that 'they're good at what they do'. The problem is that prospective clients may never get to the stage of finding out how good you are if you don't radiate those initial positive first impressions.

Another pertinent saying is that 'you only get one chance to make a first impression' but it seems that many people and firms are either unaware of or unconcerned about this. Like internet dating, the reality of visiting a firm's premises for the first time can be a disappointment. You can say wonderful things on your website about how progressive you are and your unfailing attention to detail, but if that's not borne out by reality the relationship will get off to a rocky start.

How then can you go about making sure you're not just up to scratch, but the very best you can be? As with many workplace issues, a good starting point is to seek feedback. In this case, first ask your staff and colleagues what they think about their surroundings and what low-cost or no-cost improvements they can suggest. Seek informal input from your clients and others too (though in the current climate, avoid implying that you're about to embark upon an expensive office refurbishment).

Attention to detail

Over time, fashions change and things wear out, so décor needs freshening and updating regularly to keep it in prime condition and reflect current trends. As with your logo, personal taste means it's unlikely that everyone will agree on what the ideal décor should be, but the important thing is to identify and create a definite style and make sure everything is in keeping with that.

Ultimately, once you've got the overall look of things right, it's all about attention to detail. At a very basic level, make sure everything is immaculately clean (my pet hate is dirt around door handles), tidy (partners' offices can reveal mind-blowing clutter), and up to date (no old magazines). On the other hand, avoid an over-zealous approach to neutrality '“ it can eradicate any sort of welcoming ambience leaving reception areas and meeting rooms clinical and cold.

Look around you when you visit other offices and take note of exactly what is impressive and appealing. It may just be simple things like room layout, artwork, or simply the quality of the coffee cups. Little touches like fresh flowers (replaced regularly) can have an amazingly beneficial effect as can the quality of your external signage and a few luxury accessories in the washrooms.

At a personal level, it's harder to appraise one's own appearance honestly but a session with an image consultant can be extremely useful. That aside, take a long look in the mirror and then take another long look in your wardrobe. Are you and your work clothes really the absolute best you could be? What improvements could you make? Once again it's more about immaculte grooming and attention to detail than spending lots of money.

Culture of enthusiasm

Having made progress on image, your next step is to tackle the issue of confidence. It's surprising how many firms undersell themselves believing that anything more is somehow in poor taste. Not at all! Confidence isn't about being brash or domineering, it's about having an absolute belief in your own abilities and subtly communicating that self assurance to the outside world.

Corporate confidence levels are not easy to change but a good starting point is to focus on fostering a culture of enthusiasm. It's all too easy to get into the habit of being reticent and down-beat, whereas making sure everyone knows about your successes, no matter how small, congratulating people internally and recognising exceptional effort can bring about huge changes in morale. Part of this involves being creative. Ultimately, success is never dependent on money, size, location, skill or any other particular factor. Success comes from using the talents, skills and innovation within your firm to generate opportunities and make your own luck.