Image - what is it? How to create and change an image

It is necessary to distinguish between reputation and image

Reputation is a meaningful part of the image, and it is “earned”. The image is “created”. Often people with a bad business reputation have the image of successful people. In such cases, the image is a wrapper without the candy. On the other hand, you may have a great reputation but not the image of someone who “they” should pay and promote, and therefore you do not feel fair recognition from your point of view.

The difference between these terms is explained by the observation that people do not buy chocolate truffles with torn wrappers. An exception is possible only if the buyer is hungry, or the candy is sold at a large discount.

Perhaps everyone will admit that you do a good job, but there is something wrong with the wrapper. You are kind of strange, with quirks. Or, it happens, you laugh out of place. Or quarrelsome - “negative energy.” That is, you have a good professional reputation, and, of course, you are essentially a truffle, but your wrapper is damaged.

The cost of promoting a product is often 70% of its cost. Of these, a significant part goes to maintaining that same image. In other words, the cost of inventing and creating products is 30-40% of their total cost. Why should this be any different for a product called labor?

If we generally agree with this logic, the reputation of a professional is not the main thing in success.

Admit it, how much time do you spend on developing your professional training compared to working on your image? Many times more, isn't it? Then another question: what image do you have now and what, in your opinion, should it be? People rarely ask themselves the first question, because they believe that others think about them the same way they think about themselves, which, as a rule, is not true. But even if they ask, it is difficult to get an answer. The easiest way is to ask others, but it also largely depends on their friendly attitude towards you.

In general, understanding how you appear in the eyes of others is not an easy task. But you need it! So find a way.

But even if you are not yet able to grasp this important point, you still need to work on it. And one of the first rules for improving your image is

The first rule: do not show sadness and confusion.

In 2008, we had the opportunity to observe on television the behavior of senior executives of companies that began to have problems. Lloyd Blenkfine, head of the American bank Goldman Sachs, and Tony Hayward, head of the English oil company BP, seemed especially expressive. Both were under extreme stress, but Goldman's man did not look depressed.

It is difficult to say how much influence image had on their careers at that time, but for the average person in the moment of failure, a demonstration of confidence and goodwill is decisive: no one wants to own or handle damaged goods, and this is exactly how a person in a bad mood is perceived.

Second rule: you should control the tone of your communication

Think critically about the text of your email messages and guess in what tone the recipient might read them. Using words with double meanings can cause conflict or confusion. Your messages represent you and help build your image. Make sure that the letter sounds polite and demonstrates the qualities you want to convey to people.

Third rule: don’t forget to talk about your achievements

Don't assume that anyone will remember them or rightly attribute them to your account.

For example, it was not Columbus who created the legend about himself, but Amerigo Vespucci: he put his name under the maps and actually introduced himself as a discoverer, since, in the absence of the Internet, his contemporaries decided that he was the discoverer of strange lands. He died rich and famous, while Columbus died poor and much less known to his contemporaries. So remember Golda Meir's advice: "Don't be so humble: you are not so great."

Fourth rule: present your image favorably

Figure out how to write an interesting message that highlights your strengths.

Fifth rule: your own opinion, but not your own facts

When you argue, you need to remember the words of the American politician Daniel Moynihan: “You are entitled to your own opinion, but not to your own facts.”
People notice and appreciate that you don't twist the truth to make your point. Expecting you to behave honestly in difficult situations is an important trait that opens up many opportunities.

The concept of self-image

This word should be understood as the totality of a person’s appearance and behavior, forming his image in the eyes of other people. I will immediately dispel one of the myths. Image is not something bright and necessarily spectacular, created to attract attention. We are simply talking about the impression of a specific person; it can be anything.
I will also add that the image is not necessarily created; it can turn out unconsciously and completely not correspond to our goals. That's why you should definitely think it through on your own, otherwise you may run into problems with collaboration or even in normal communication. You will simply be misunderstood.

How to control external factors

Above we talked about meaningful work on your image. But that's only half the story. The second half is controlling the influence of others on your image.

Acute situations at work often resemble advanced versions of the game of “broken telephone”, which you have probably ever watched with a laugh.

“Broken phone” is omnipresent. To avoid this effect, double-check how your potential critics (that is, everyone involved in the project) understand what you said.

Given this effect, your ideas must be presented simply and clearly read, otherwise they will be distorted.

If someone begins to criticize your ideas that he heard in someone else's presentation, ask him to repeat what exactly, in his opinion, you said and in what context.

Most likely, it will turn out that the thought is distorted.

In addition to controlling attempts to actively and passively misrepresent your words, you should make efforts to avoid getting into situations that end badly, even if it is not your fault. And you need to do this constantly.

For example, after analyzing a failed situation in which it was not your fault, you should tell everyone that your fault was not found, and not rely on the correct presentation of information by third parties. You have to “cleanse” the consciousness of others from distorted ideas about you and your ideas. But this should not be done spontaneously, not immediately after detecting a distortion, but at a convenient moment after some time.

To be 5% wrong is to be 50% guilty.

This rule contradicts any idea of ​​justice, and therefore is perceived extremely painfully. Consider one of the investigations into organizational failure. Usually these "exercises" are officially called "analysis of how to avoid similar problems in the future", but they often turn into witch hunts. Reports rarely note who was right. But from the very beginning they suspect that everyone was to blame to some extent!

This idea seems simple until you find yourself in a situation where, for example, you have been deceived, and the only way out is to share with the impudent person, otherwise things will not go forward, and you and him will be accused of the breakdown, even partially listening to your reasons.

Try to understand this situation: you were deceived, but it was not someone who deceived you, but a member of your own team, thus the whole team risks not reaching the finish line. People around you see that your partner is generally to blame, but the team hasn’t arrived! So you become an accomplice to failure. And period!

You, of course, will immediately point your finger at him, but your boss will say something like this: “Learn to find a compromise,” “You’re out of luck,” “You’re always right and everyone else is wrong,” or “You turn people against you, so next to they do stupid things with you.” That is, the partner is to blame, but the task was disrupted with your participation. It turns out that you are dirty too...

That's why, even if you have emails confirming the fact that you are not guilty, someone will find words in them that will question your alibi. Even without this, you may be accused of inaccuracies. That is, there will always be a way to attribute 5% of the blame to you, but because of them you will end up on the list of culprits.

Because such reports most often do not mention the proportion of fault, and management only knows that you are also to blame. This kind of social cruelty, where lack of guilt is confused with actual guilt, is one of the main reasons why it is better to find a mediocre solution to a conflict than to later explain that you did everything possible to avoid failure and thereby allow your image to be tarnished.

Rules for image formation in the modern world

First of all, you need to define the image, what it is. The concept of image is not only appearance, the ability to look good, to choose a hat for shoes and lipstick for a handbag, it is also the adequacy of reasoning, competent speech, and manner of communication. If attracting the opposite sex is important, then image and reputation will play a vital role. Not only among acquaintances, but also in the family, at work, in relation to older people, in love for the younger generation.

Each social class of society has its own idea of ​​the concept of image. It is important to understand that your opinion may differ. Clothes, the way you speak, the way you carry yourself, gestures, and the intonation of words and sentences are a great way for an employer or future spouse to form an opinion about you.

You need to start working on building your image and reputation with an adequate analysis of yourself and your capabilities.

A stylist will help you change your appearance, a makeup artist will tell you how to properly care for your skin and do the right makeup, a psychologist will help you accept yourself and your own “I,” and a dance teacher will teach you how to move and walk correctly. It’s never too late to change your image; it’s important to correctly assess yourself and the situation.

What else you need to know about image formation

The image should be changed in accordance with the emerging changes in life. If, for example, your social status has changed, then you should think about changing your clothing style. Sometimes your image needs to be changed in accordance with the dress code of the company you transferred to.

Image and reputation are also being reviewed in accordance with age. It is important to know that if you do everything right, the impression you will make will be positive. The element of uniqueness in creating your image should always be present. Image and reputation are not isolated from each other.

The main condition for achieving professional success is the constant activity of a person’s inner world, continuous work on oneself, on one’s spiritual development. Just as people train their body and pump up their muscles, it is also necessary to train their memory, ability to think and analyze. First of all, books will help here. Professional and fiction literature not only preserves knowledge, but also teaches how to think, increasing competence and positive productivity. Professionalism implies confidence and the ability to control the situation. Together with economic success, professional and career success provide a person with a high social status.

The social status itself is determined by age, education, profession, position, prestige, material security, personal freedom, level of legal and moral security, career and personal prospects.

Don't forget how important openness is

In the memoirs of Schellenberg, head of foreign intelligence of Nazi Germany, there is the following episode. Soviet experts invited to the exhibition of the latest weapons of the Reich were not particularly interested in the latest developments in German tank building. Because of their sluggish reaction, the Nazi intelligence officers observing them concluded that the USSR had more advanced developments. They were not mistaken: the USSR was about to begin production of the T-34, the best tank of World War II.

In their careers, many strive to develop the image of an “open person”, seeking promotion, someone’s love or respect.

There are also those who think that by demonstrating their friendliness at a certain moment, they will thereby neutralize any wrongdoing. Some believe in the generally accepted advice that to succeed in advancement you must constantly be “yourself”—both on and off the job. Therefore, while the military is doing its best to hide its secret developments, while at the same time trying to unravel the enemy’s plans through hints, in the career field people are striving with all their might to show their “true self.”

Is it right to fully reveal your essence in order to appear “one of us” or “principled”? The beginning of the chapter suggests the answer. However, this “no” is forgotten when the desire for recognition or regret suddenly arises.

“Seductive” situations often arise during trainings or corporate games, when people are relaxed. Behavior in such situations has a disproportionate impact on the image, since the participants themselves raise their visors, expecting to see the naked soul of others. And perhaps because of this, expectations make more important conclusions based on observations than the situation actually allows.

In all circumstances, try to maintain the image in which you want to be remembered.

For example, according to the coach’s scenario, you have the role of a violator of some regulation . You instantly got used to the character and came up with ten ways to evade responsibility for an offense. At the same time, you wanted to show off your ingenuity or ability to transform, entertain others and earn praise. As a result, you received praise, and everyone discovered the actor in you... However, now everyone is convinced that you are capable of duplicity and hiding facts!

Another option: as an exercise in self-flagellation, your boss invited you to express everything you think about him.

And “Ostap got carried away.” But the five minutes of openness is over, and then you will have to live with your boss for the rest of your life.

In other words, at the moment when everyone expects others to behave openly, it’s time to enter the image of the “ideal hero” and surprise with your integrity, devotion to corporate values, and so on, and not get completely drunk and court colleagues of the opposite sex and tell vulgar jokes in order to present yourself as a “shirt guy.”

External image of a business person

Everyone knows the saying: “You are greeted by your clothes, but seen off by your mind.” This saying is more relevant than ever in creating a person’s business image. Only an image can determine the flow of a conversation in any situation and save time on creating the desired impression.

There is one little secret that business people use at various presentations, speeches and negotiations. This secret goes like this: “The speaker should always look a little better than his listeners,” and this is the whole truth. Only by feeling your superiority can you achieve attention and due respect for your person.

The image of a business person consists of such details as:

• Good branded wardrobe
• Excellent physical shape
• Well-groomed hair, hands, feet, nails
• Flawless cosmetics
• Low-key hairstyle
• Expensive accessories

Agree, an expensive suit can be recognized and distinguished from hundreds of others. Branded clothing is distinguished by strict lines, high-quality materials and modernity. A well-groomed body and collected hair indicate your external and internal emotional restraint, good physical shape indicates enormous willpower and desire to strive for the best.

To improve your image, avoid conflicts

The epigraph to this chapter can be the popular advice on this topic: “if you see a drunk, move away, if you see a fight, go around.”

Straightforwardness as a means of achieving goals in our time is valued only in a peaceful context.

Those who resort to “military” actions risk being branded as quarrelsome or undiplomatic people. Then, even after achieving the goal of a particular project, they move away from success.

Recall that our perception of our own actions may differ sharply from the perception of the same by others because, in part, our views may “offend” the ideas of others.

In some cases, people achieve success by being principled and, from their point of view, “knights,” but more often they find that, despite their best efforts to lay railroad tracks into a new future, achievements are attributed to other employees or the team as a whole. And when management, often not privy to all the details, irritates the “community”, they are paid less for the most important achievements for the organization.

What should be the image of a successful person?

Image includes a set of details of a person’s external image. The perception of the world around you depends only on how you look, what you wear and how you feel. Simply put, if you want to be successful, create a successful image!

Presentation has a lot of meaning for a modern person, so clothes, accessories and even fragrance can change the outcome of any situation: a date, getting a job, an important event.

It’s safe to say that the following factors influence the impression of a successful person:

• well-chosen suit
• expensive accessories
• well-groomed appearance

The clothes of a successful person are made of high-quality material and always fit the figure. It does not cause discomfort to the owner and is always designed in strict shades. Accessories complement the image, for example, the watch should be a well-known brand of the manufacturer and not pretentious in design. Well-groomed hair, minimal makeup and glowing skin are signs of neatness and taste. You always want to reach out to such a person and you always want to look up to him.

Tactics of someone who achieves goals while remaining pleasant to collaborate with

"Give up half a slice" technique

The simplest algorithm for avoiding conflict for the sake of maintaining an image is the rule “give half a slice,” that is, retreat from an uncompromising position. This rule means that you should not assume that everything will happen according to your scenario, since your partner or opponent may expect the same on their part.

Following this logic, it is better to avoid conflict situations and seek a compromise, even conceding part of what is personally due to you - your “half a slice”.

As already mentioned, in the world of constant quality control of teamwork, in tactical terms, it is better to ignore the unprofessionalism or insufficient level of responsibility of a partner and give in to him in something than to run into joint failure.

"Swap Shoes" Technique

Put yourself in the shoes of someone whose function might put them in an awkward position, or invite your partner to imagine themselves in your place.

The recommendation to put yourself in others' shoes is crucial in understanding how you will feel in someone else's shoes. The effect of different sensations from one situation is most often reduced with the help, as already mentioned, of direct communication. A simple conversation with others about how they understand a common problem clearly shows a difference in perception of the problem, not a lack of desire to cooperate.

Technique “Don’t demand loyalty from others”

There are people who do not show hostility towards you personally, but are at enmity with your friends. In such situations, you should not succumb to the emotions of your friends, but you need to maintain your image as a mature person who knows how to maintain smooth relationships.

To build an image you have to make a lot of concessions. But it is important not to perceive them as losses, but to remember why you are doing them.

This is what Stalin did when he gained power over the more popular Trotsky because Trotsky divided those around him into those who were “for” and “against” him. Acting on the principle “those who are not with me are against me,” he made himself many more opponents than Stalin, who in the early stages “fought” only with direct rivals. One of the key reasons for Trotsky’s loss in the political struggle was his excessive demands on the loyalty of others.

"Don't fight on two fronts" technique

If conflicts do break out, don't fight on two fronts. When delays in work or mistakes of others are repeated or accumulated, your “internal fuse” can give out, and the accumulated irritation can escalate into conflict with several people at the same time. If this happens, at best there will be no one who will reconcile you with the antagonist; at worst, your enemies will unite against you.

In this case, even if your arguments are justified, you will create an image of a neurotic. “Something happened to him,” people will say, forgetting to mention the essence of the problem. There will be no one to explain the episode to you, because everyone will be against you, and management will tell you that “everyone cannot be wrong at the same time, you are probably the cause of the problem.” Do you need such an image?

Your finished image

Create an image:

• Purposefully create an image that influences the psycho-emotional state.
• Impress others.
• Find self-expression through clothing, manners, jewelry, denoting your uniqueness.

A new fashionable style will be convincing only if it is in harmony with one’s attitude, natural temperament and way of life.

Activity as a component of image

The image of an activity includes the analysis of a specific type of activity in order to create the most effective image. Such components as the focus of the activity, the knowledge and skills necessary for its implementation, the perceptions and requirements of society for a specific type of activity are taken into account. By type of activity, the following types of image can be distinguished:

• image of the organization (PR technologies, reputation);
• personal image (divided into the image of specialists, politicians and show business);
• territorial image (housing, recreation areas, areas of economic activity);
• social image (promotion of various ideas, ideologies).

Lady and business

Achieving success in the world of big business and politics is very difficult, especially for the fairer sex, so an attractive appearance becomes an additional advantage. So what is the image of a business woman and what does it consist of?

The most popular and successful image was developed by American image makers back in the 50s: at first this style was demonstrated by the first ladies of states, then the fashion for it spread to all layers of working women. Margaret Thatcher, Nancy Reagan, Hilary Clinton, Elvira Nabiullina are vivid examples of what the correct image of a business woman should be.

We recommend: How to change for the better?

The image should be created comprehensively, avoiding excessive softness or hardness, finding a balance between the external appearance and the inner world of a woman. The image and style of clothing should be thought out to the smallest detail and harmoniously complement each other: for example, a formal business suit can be decorated with cute but stylish accessories. Heavy and expensive jewelry, excessively bright makeup, short skirts, deep necklines are taboos, as they cause mixed reactions from people.

A business image requires not only a suit, good shoes, proper makeup, but also the presence of manners and knowledge of business etiquette. The main rule is to be natural; any falsehood will be perceived as an attempt to deceive and will cause distrust in you as a specialist. Don't try to play the role of a successful person - just be one.

Behavioral image means complete control of your body, from your gait to the slightest movement of your eyebrows. You should not cross your legs or fidget during a conversation - this will be perceived as a desire to end the conversation. The interlocutor will instinctively consider his arms crossed on his chest as distrust of him or excessive isolation. Do not laugh without reason or use ambiguous hints - this can seriously damage your reputation.

The psychology of image suggests that, having created a certain image for ourselves, we gradually adopt its qualities and transform them into our own. It is important to prepare the consciousness for the perception of a new, improved “I”, so as not to cause contradictions or resistance from your internal censor. Psychologists advise taking training courses that will help you adapt to new attitudes and reduce stress levels. Author: Natalya Ivanova