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In honor of Building a Better Image Week we explore what it means and what it takes to build a professional, positive image. Business brand improvement is important for growth, drive and motivation. Business image includes perception by others and whether your brand conveys confidence and competency. The term used in business is “branding,” which is essentially the outward-focused image your company has in the market, and it works the same with individuals.

Before changing your personal image take a step back; consider what you want others to perceive. The essence should be a mixture of the values, the culture, beliefs and ultimately the personality of yourself or your business. A strong brand image is essential to a successful professional life.

Here are 3 tips to build a better image:

  1. Step Back First, evaluate how you want you or your business to be perceived by others. What are its strong qualities? What do you want to showcase? What first impression you want to convey? Who is your audience, potential customers or clients?
  2. Step In Now, self-assess what you currently have. Is it in line with the image you want to build? What is lacking? What should stay and what needs to change? Get feedback from trusted current clients or colleagues. It is important for your personal brand and the company’s brand to stay aligned.
  3. Step Forward Now that you have a clear idea of yourself and your brand, start to implement it within your marketing. Review any associated websites, social media profiles, and collateral; make a strategic plan to sync it with your brand. Share with your team and those you work closely with and implement it into your branding strategy.

Image-building takes time and is a learning process. It is about polishing your brand for the best impression.


Sharon Schweitzer and Sophie Echeverry co-wrote this post. Sharon Schweitzer, J.D., is a cross-cultural trainer, modern manners expert, and the founder of Access to Culture. In addition to her accreditation in intercultural management from the HOFSTEDE Centre and the Intercultural Communication Institute, she serves as a Chinese Ceremonial Dining Etiquette Specialist in the documentary series Confucius was a Foodie, on Nat Geo People. She is the resident etiquette expert on two popular lifestyle shows: ABC Tampa Bay’s Morning Blend and CBS Austin’s We Are Austin. She is regularly quoted by BBC Capital, Investor’s Business Daily, and Fortune. Her Amazon #1 Best Selling book in International Business, Access to Asia: Your Multicultural Business Guide, now in its third printing, was named to Kirkus Reviews’ Best Books of 2015. She’s a winner of the British Airways International Trade Award at the 2016 Greater Austin Business Awards and the 2017 New York City Big Book Award for Multicultural Nonfiction.

Sophie Echeverry is the corporate marketing manager and event coordinator at Access to Culture. Born and raised in Colombia, she’s a 2018 graduate with a B.B.A. in International Business and Marketing from Hult International Business School in San Francisco, CA. Connect with her on LinkedIn.