Corporations and individuals are using the services of professionals to improve soft skills and outer appearance
In a city as compact and aggressive as Hong Kong, finding an effective competitive edge can be challenging. While strategic branding and marketing can go a long way towards getting noticed, it is often at the individual personnel level that the biggest impressions are made. Poor communication skills, sloppy behaviour and a shabby appearance from staff can quickly undermine the slick image a company wishes to convey.
'I think society is getting more competitive,' said Desmond Chan, image consultant by profession and president of the Image de Monde. 'Ten or 20 years ago all you needed was knowledge of your chosen profession but now people look at the way you serve them, the way you dress, the way you present yourself. Image has become important and professionals need to develop their 'likeability' - the soft skills that make good first impressions.'
The pursuit of these soft skills has led many corporations and individuals to employ the services of image consultants, such as Mr Chan, who specialise in re-shaping visual appearance and enhancing verbal and non-verbal communication. Working carefully within a company's branding and ethics, an image consultant will coach individual staff members to express their company's goals more effectively.
They also advise staff members on how to spruce up their personal appearance, sharpen their communication skills and refine their business etiquette.
'What you wear and how you behave is what you are - and that determines what people will think of you,' said Lan Ting, founder of Exciting Life Strategic Image Management, and the president of the Hong Kong chapter of the Association of Image Consultants International (AICI). Through her work, Ms Lan helps individuals develop what she calls their 'personal branding' - a name and an image that reflects their vision of themselves and their role in society. Her clients come from all walks of life - from hoteliers to bankers, fashion models, university students, housewives and corporate executives.