We will not repeat the hackneyed truths that image is everything, one image is worth a thousand words and men love the eyes. Modern man is clear without further reservations. We consider the image of the modern business woman from the point of view of psychology. The image of the modern business man will be considered in the context of the article as the keynote theme.

Image has always been part of your personal brand. Moreover, one of the most important parts is the clothes you meet others in. The point here is not only and not so much about the fashion designer labels, which can be associated with the person as an individual style announcing an occupied or desired social position. In image, you can easily determine if a particular position is attained or desired as well as if a person has membership in a particular social group, income level and even business sector.

If we talk, in general, about the business image, it is traditionally believed that the more «masculine» appearance will be favoured and promotion and advancement will follow in politics, finance, banking, law or those areas which are now becoming more and more popular among women. «Men» style attributes seem to convey an air of importance, seriousness and underlining «businesslike» attitude; putting you at a higher level in the hierarchy of any business community.

Logically, any social group needs to look «well-matched» in order to be unique. The next level involves body language, gestures, speech and thinking. This dictates the image of a person, through the external perception of his/her own reflection in the mirror. We must, thus, begin to change habits and behaviours.

To harmoniously integrate into the team and inspire confidence with bosses, you need to fit into the overall atmosphere of the business community. More and more, you need to stand out from the masses and it is these qualities that are in demand in any given social group at the moment. If your image stresses great business acumen, leadership, self-confidence, energy and responsibility, then surely it will attract attention and will make the right impression on others, including the boss, potential partners, customer and investors; helping promote your business faster and stronger. In business, as in sports, the strongest wins.

Apparently, this knowledge will open up a sure-fire way to win any race, even before it starts. Get dressed in a certain way (as the most powerful), train certain qualities of character (which are expected from the strongest), create a brilliant résumé (where all will be screaming, you are strong) and success is guaranteed. However, in practice, there are many «buts», especially if you have not adequately crafted your personality, character, dreams and the impulses of your soul to be in line with your image. An example from life is needed. At the beginning of my career, I turned for advice to a cherished teacher. Her first and only logical question was: What goal do you pursue at the moment and what would you like to achieve in life? At that moment, I was sure that business and politics were my destiny and my everything. For me, it was important to move up the career ladder, to win the best place in the sun and to stand out in a highly competitive business community. This teacher looked at me critically. Then, I wore long hair, flowered blouses, earrings with stones and rings on my big fingers. It was decided that, with this appearance, I could only rely on the post of secretary in any office or, even better, a fortune-teller at a salon of magic. Not that we have anything against secretaries or fortune tellers, but from the point of view of a business’s image, I was nowhere near ready.

It should be mentioned that this teacher worked, in his time, with the image maker Irina Khakamada, at the beginning of her political career. This case, for some reason, was taken as an example to create a template of my business image. It was necessary to have a short, sharp haircut, buy a white shirt with a stand-up collar and purchase a dark blue business suit (thank you, it was not black!).

Certainly, everything was adjusted in accordance with the structure of the individual pieces, such as the style and colour. It was a hugely colourful look with a distinct image-profile that I still possess today.

Saving the cost of a suit did not make sense because, as they say in the environment of the image-makers, if you want to be perceived as a step above (a very important item for promotion), you need to put on at least one thing that is a magnitude higher, and the cost of the clothing, here, does not play a role. By the way, fashion designer brands do not play such a big role in the business environment. Moreover, paraded labels can be evaluated as a mauvais ton. What are most important are impeccable style and the quality of the clothing.

Eyeglasses should necessarily be a dark colour. It makes people look you in the eye and allows you to manipulate them. Bags should have a strict form that can accommodate A4. Any ring, except for a wedding ring, is not permitted in a business image. Of course, you do not want to look like a gypsy in the market or, in the best case, a bohemian freelancer.

There was only one scrubbing. Working day and night without rest, I remained myself in secret. My desires of the soul were still the same and they could not be reconciled with the image in the mirror, no matter how brilliant and successful I appeared. It did represent me. Deceiving myself was the hardest. I could not and did not want to see my business image in the mirror, with short hair, tailored clothes and monotonous colours in clothes … it was not me!

Every day, I had to struggle to gather my strength and assume this identity, despite the fact that my career was flying upward. Only years later, having tried a lot of other activities and experimented with a variety of other images, have I realised that, before creating a particular image, you must, first, understand yourself and your inner aspirations. You must ask yourself the question: Do I really want to be a world-class business lady (and not just look like one)? Otherwise, you may get trapped in that golden cage full of desire, which, for some reason, some of us are not happy in.

Now, I again wear long hair, rings on my fingers, sparkles and skirts to the floor. I feel comfortable and cozy in my bohemian image because it reflects my inner freelancing self and I am «free». I wish for you to know yourself and to build an image in accordance with your true self and to be happy!