Brand U


It’s always gratifying when your convictions are borne out by research. At Chez Fab the watchwords are authenticity, individuality and style, and it appears that qualities such as these are now being recognised as keys to success in the workplace.

At first, the study by University of California researchers might seem a little depressing, as it reveals that those deemed the most attractive make 12% more money than those regarded as less goodlooking. However, it’s not just down to looks. The main reason for this beauty premium is that attractive people are perceived to be more helpful and co-operative.

The conclusion from the research is that attractive people make more money because they find it easier to encourage co-operation among their co-workers. One theory arising from the research is that others are more co-operative with attractive people because they believe them to be more helpful.

Work strategist Catherine Kaputa, author of U R A Brand, suggests “Good looks have what social scientists call the halo effect. Because someone is attractive, we assign many other positive attributes to him or her that have nothing to do with looks”.

Among her top tips for success are:

- Package yourself: clothes will not help you perform, but will help how your performance is perceived.
- Emphasise features: be confident about your looks and build a strong image.
- Have a trademark: think Bono’s shades or Sir Robin Day’s bow ties. Stand out from the crowd.
- Focus on ‘soft power’: use your values, style and point of view to attract others to you.
- Hone your speech: the ability to sell yourself and your ideas is critical.

All this reinforces the age old PR truth that perception is everything. It’s not about whether you’re actually the best-looking person in the room, but it is about whether you’re the most striking individual in the room. Physical beauty counts, but so does style, presentation, intelligence and confidence.

This week, take an audit of how well you’re making the most of your assets. Are your clothes the same old, same old? Could you do with a bit of wardrobe revamp? Is your image strong or wishy-washy? Is there anything about your style that’s memorable? What would be your signature look? Focus on your values and viewpoints too – be bold and stand up for what you believe. And never underestimate the power of being genuinely helpful – attractive people are treated positively because we believe they possess the stellar quality of kindness. That alone is enough to make you fabulously attractive …

Click through to the Coach Fabulous advice column by using the link in the Favourite Sites section on the right or by going to http://coachfabulous.blogspot.com. For alert emails on new postings, email subscribe@iamfabulous.co.uk. To contact me, email coachfabulous@iamfabulous.co.uk. All material © 2007 Alison Porter. No article may be reproduced in full or in part without the express permission of the author. (Originally posted 14 Aug 07)