I like to think of myself as a pretty open and accepting person. I've travelled the world, I grew up in the country, come from a very working class family and have been exposed to people from all walks of life.

The truth is though, I still make judgements based on appearances. I'd challenge anyone who said they didn't. That's why cover shots on magazines and book covers are so important... you know how the saying goes re books and covers and any person in publishing would agree.

As a marketer I'm always talking about how important appearances are when it comes to positioning your business and creating an instant perception in someone's mind.

Your business card, your logo, your web site, store presence, staff - all of it says something about your business.

I've also been thinking lately though about individual appearance. I've sat across from business owners often in meetings who've wanted our help with marketing and helping them get a foot in the door, with key distributors, clients or influencers.

Often these business owners are starting out, so they can't rely on client testimonials, case studies or proven outcomes to convince prospects to trust them.

Inevitably positioning and brand image are usually mentioned.. but I have to admit, it's very hard to tackle the sensitive question of personal image. I've sat in meetings knowing that getting the designers to overhaul a web site or logo is only half the battle.

That's why I've decided to blog about it as an easier forum in which to address it.

Looking professional and like you care about what you look like, says a lot to someone that you are trying to approach.

If your look is dated, your hair unkempt, not well trimmed or those side burns are way too long, you are sending a message about how much you care about yourself. It also says something about how self-aware you are and how perceptive your are about what's happening around you.

Now I'm not suggesting that you rush out to join the biggest loser, or visit a cosmetic surgeon but I am saying that taking a good look in the mirror occasionally and thinking about the perception you might be creating with your appearance isn't a bad idea.

Often simple small improvments can have a big impact:

• Investing in some classic outfits that highlight your good features and minimise the flaws.
• Having a good hair cut that you can maintain that looks contemporary.
  
• Losing long side burns, comb-overs, moustaches or beards.
• Changing accessories (like glasses, jewellery etc) to give an outfit more polish.
• Getting some professional shots taken for marketing purposes.
  

I'm no image consultant, but there's a very good case for them exisiting.

So, take a good look in the mirror and ask yourself (or even better ask someone else who you know will be honest) about what your image says about you?

Have you had an image overhaul to help sell yourself, what impact did it have? Has someone's appearance cost them your business and why?

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