What should the image of a business person consist of. The image of a modern business person: how to create an impeccable image from the details

The image is understood as the formed image business man(or organization), which highlights the value characteristics and features that have a certain impact on others. Gorchakova R.R. The image of a modern leader // Bulletin of the Mordovian University. - 2009. - No. 3. - S. 142-143. The image is formed in the course of personal contacts of a person, based on the opinions expressed about him by others.

People more easily accept the position of the person to whom they experience an emotionally positive attitude, and vice versa, they accept worse, or even reject the position of the person to whom they experience an emotionally negative attitude. Many individuals naturally have an attractive image, they are endowed with charm. Charm is not so much visual attractiveness, but the fullness of trust, a sincere disposition towards people.

The acquisition of an attractive image is not an end in itself, but mastering it is a very significant personal and professional characteristic. The desire to cooperate with a particular person or company largely depends on the image. An attractive image is one of the factors determining business success. The image has the following properties:

Image is a conscious phenomenon, it does not exist only at the level of an individual, i.e. the object must be known to any group of people (consumers, partners, etc.);

A favorable image should have an exact address, arouse interest, attract certain groups of partners;

The image is active in its essence, it is able to influence the consciousness, emotions, activities of both individuals and entire groups;

The image is not something once created, formed; it is dynamic, its attributes are transformed, modified in accordance with changes in itself;

The image must be plastic, change quickly, responding to economic, psychological, social conditions;

The image must be believable (correspond to what actually exists or give such an impression), otherwise the image is not believed, and it does not achieve its goal.

A good reputation is difficult to acquire, it takes years, but it can be lost instantly, and most often because of a trifle: not answering a phone call or letter in time, not sending a fax that is expected, showing bad manners in any form. Everything is important for an attractive image - the culture of speech, the manner of dressing, and the interior of the office. The ignorant and rude have never possessed the magic of charm. It is difficult for an individual with bad taste to count on a favorable impression. Self-confidence and stereotyped behavior negatively affect other people's perception of a person who is interested in recognition and a friendly attitude towards himself. In all countries, the code of conduct for a well-mannered person includes four basic rules: politeness, responsibility, dignity, tact. They are highly valued in the world, as they are the foundation of an indispensable condition for successful, fruitful business relationships - mutual trust. The business image is more and more often specially designed in the interests of a person or a company, taking into account the characteristics of the activity, internal merits, qualities and characteristics of the image carrier.

In many cases, the image is the result of skillful orientation in specific situation, the right choice of behavior model. Behavior model - an integral set of signs (speech, non-speech, behavioral) aimed at creating a certain image. The model is perceived as a whole.

The choice of a behavior model is the reproduction of such behaviors that, in everyday communication, help a person become attractive.

The correct choice of a behavior model is based on the following criteria:

Moral impeccability (with all the propensity for the subjective experience of morality in society, there are generally accepted approaches to explaining such concepts as honesty, justice and conscience);

Accounting for the specific situation in which the person acts or finds himself by coincidence;

The goal that the individual sets for himself; Self-critical assessment of the significant possibilities of using a particular behavior model.

The transition from the original forms of market relations to civilized, cultural ones increasingly actualizes the knowledge and implementation of business and secular etiquette, because the image, and hence the success of both individual businessmen and enterprises, depends on this. This actualization is largely stimulated by the developing international contacts of domestic entrepreneurs and businessmen. In order for these contacts to turn into sustainable business relationships, it is necessary to accept and follow the rules of business communication based on business ethics.

AT Western countries there are many image consulting firms. Image specialists - image makers - teach business people pleasant manners, the ability to dress, conduct business conversations and negotiations, and the psychology of business relations. Only in Japan for teaching etiquette and consulting for employees, according to Jay Yager in his book Business Etiquette. How to Survive and Succeed in the Business World”, more than 700 million dollars are spent annually, as a good knowledge and implementation of etiquette standards form a positive, favorable image of the employee and organization. An image is usually understood as a purposefully formed image of a business person or organization, in which value characteristics and features that have a certain impact on others are highlighted. The image is created to promote, advertise the activities of business people, products and services of companies.

Ignoring the rules of etiquette by businessmen in the business environment causes a negative attitude towards them from others. The desire and desire to cooperate with a businessman and an enterprise largely depends on the image. In this case, those who have formed a positive image in the business world with their behavior and attitude towards customers and consumers are more likely to succeed. To be successful, more effective communication and people management, many entrepreneurs and businessmen are engaged in the restructuring of personal image. Business is characterized by high self-organization and self-management in the choice of activities. The external regulators of activity here are the laws of the state, the rules of the market, traditions, which are largely similar, but have both national and regional differences.

Business is characterized by a variety and richness of emotional relationships, the impact of various, often extreme factors determined by market conditions and requiring significant stress on psycho-emotional mechanisms from business people. These loads are periodic, sometimes monotonous, but can reach significant magnitude in difficult situations, under the influence of fatigue and overwork, and conditions of lack of information and time, the reaction of the environment, a sharp change in conditions environment combined with a lack of intellectual skills, knowledge and experience, with non-compliance with the rules of organization, behavior, interpersonal conflicts, etc. This is a group, less often individual, interconnected activity, the interaction of employees, partners and customers.

Restructuring a personal image is, in essence, changing oneself. Significant forces are required to obtain a quite tangible result. According to renowned management consultant Jeanie G. Scott, the powers of thought help a person make the changes that need to be made and decide what steps to take to bring about those changes.

The process of including the power of thought in the work consists of several stages: the definition of behavior, thinking and actions. At the first stage of changing your own business image, you should ask yourself questions: “How would I like to change?”. “To be more cordial and gentle, to act more clearly, to be confident in your intentions and actions? Or behave in a different way? Then it is necessary to create a mental scenario of behavior in a new role and put the accepted scenario into practice, which is a test of the chosen role in practice. For example, if according to the script you need to show friendliness to people, then in communicating with your employees, you need to behave according to the image of an attentive and sympathetic person.

If the script prescribes to be firm, in communication, especially when making decisions, one must follow the pattern of firmness and determination.

There is an appropriate theory and practice of restructuring your image, after mastering which, you need to start training. Makarushkina M. Significance and method of forming an effective image of a leader // Management of human potential. - 2005. - No. 4. - S. 72-75. The image is a positive image, they try to acquire it not only individuals but also organizations. Moreover, the founders of the organization take concrete steps in this direction even before the birth of their offspring: they give it a name - a name when drawing up documents for registration. And to give an organization a good name is to determine its advantageous place among other organizations from the very beginning. A worthy name provides the organization with a positive response in the opinion of people. A successful and worthy name disciplines employees, and an unsuccessful and unworthy name discourages them, so the founders of the organization cannot be mistaken.

It is known that any name has its meaning and meaning. The meaning is transmitted to a person in the form of information that is imprinted in his mind as a specific image of the name. The meaning is born on the basis of the information received somewhere in the depths of the subconscious. It is colored by the personal impression of the recipient, and therefore acts as a subjective image of the name.

As a result, it turns out that people perceive names differently. It is known that each verbal unit, and especially the one that designates a name, evokes in a person a whole gamut of the most diverse subjectively colored associations. It turns out that there can be no question of any unification of the perception of names. This is exactly what happens in life, and this must be reckoned with.

Business reputation and image is the first information that your potential partners, clients and employers have. That is why it is so important to know the components of a business image, as well as to understand the basic rules and methods of building a reputation and image of a true professional.

In this article we will talk about the image of modern.

Ethics and image of a business person

The concept of business image appeared relatively recently - this term appeared in the second half of the twentieth century. At the same time, the first mass studies of the influence of the image and style of a business person on the success of his business began. Of course, the importance of the external image for businessmen, politicians and public figures was known much earlier - already in the Middle Ages, Nicollo Machiavelli substantiated in his writings the importance of forming an image corresponding to the activity (“masks”, “masks”). Here it is important to understand that the task of the image is to create a favorable impression and emphasize your positive qualities, and not to hide unprofessionalism, meanness or lack of moral principles, because sooner or later the truth is always revealed, and here no image will save you from the stigma of a hypocrite and a fraudster.

The etiquette and image of a business woman are inextricably linked - after all, in order to make a favorable impression on business partners or clients, you will need not only professional skills, but also the ability to “present yourself”, behave organically in society, at official events, dinners, corporate celebrations.

How to create an image of a business person?

Women's business image includes several components:

outward attraction. Properly selected clothes, hairstyle, makeup, well-groomed appearance - all this contributes to the formation of a positive external image;
professionalism. Theoretical knowledge and practical skills in the field of professional activity are also an integral part of the image. It is impossible to maintain the image of a business woman for a long time, using only appearance and charm;
inner mood. Friendliness, tact, attentiveness towards others, tolerance - these traits help to quickly “merge” into the desired social environment, establish friendly relations and make acquaintances;
speech and manners. A high-level professional must be able to communicate with people, know the rules of etiquette and follow them. Of course, extra-class specialists can afford to be a little extravagant, but still their activities will be much more successful if they are guided by generally accepted norms of behavior;
entourage. The importance of accessories, small details and even the interior of an office or study is not inferior in importance to other components of the image. After all, it is precisely on the basis of the characteristics of the company's office that its clients and partners draw conclusions about its success, efficiency and reliability;
biography. It would seem that you can change in your own life history? After all, you can’t bring back the past, and you don’t choose your parents and relatives. Meanwhile, a business person has the right to independently choose what to hide from his past and what to present to the public.

To create a business image, a girl should first of all remember the need to harmonize the external, internal and professional components. It is not necessary to wear a black, blue or gray pantsuit all the time - a couple of bright accents in clothes will not hurt. If you are not too confident in your own abilities regarding the creation of an external image, contact a professional stylist or image maker for advice. The main thing you should pay attention to when choosing clothes is your company and your own type of appearance. Choose 5-7 base colors, and 4-5 additional bright shades. Mixing them together and creating different combinations, you will always be able to look fresh and fashionable, at the same time, without going beyond the business style.

You can see examples of clothes that help form an attractive business image in our gallery.

We all know that they are greeted by clothes, and only then they consider the business qualities of the interlocutor. Therefore it is important to createbusiness person imageOtherwise, you won't be able to make a first impression.

Exactly appearance of a person sets the pace for the course of negotiations, conversations and other meetings. Saving money on creating your own unique image is not worth it, although this pleasure is not cheap. But very important.

Modern business man

In a society of business people, there is one main rule: the speaker should look a little better than his audience. But the main thing here is not to overdo it, it is unlikely that any of the ordinary workers will like your expensive Italian suit, Swiss watch and other details of the image, the price of which is much higher than wages target audience.

But there is no way to sell cheap here, because your main task is to earn respect for yourself and those around you.

The image is made up of details

business person behavior

business person imageconsists not only of the external image, but also of the ability to. Charming interlocutors will make a much greater impression than insecure, constantly stammering and confused in words.

It would be nice to pick up secular manners and study business etiquette, only in this case you will be able to easily establish contact and establish relationships with the people you need.

“If you have a Komsomol image -
Strengthen the image with your deeds .. "
Folk proverb during perestroika

The meaning of the fashionable word “image” is often confused with the meaning of the concept of “business reputation”, which allows talented schemers (image makers) to skillfully mislead a diverse audience. Dotting all the “and”, it should be noted that the image is the image of a person, product or company, which is created exclusively by artificial means. While business reputation is formed over the years and reflects the real achievements of a businessman or enterprise, confirmed by financial and social success. But the image is a kind of fiction, which is successfully used in business circles and advertising for the most profitable representation of a person or a commercial project. Of course, there are cases when a positive image and business reputation correspond to the real state of affairs, but this popular characteristic should still be attributed to artificially made tools of modern business and social relations.

Origin

Everything is simple here - this concept came to us from in English, in which the single-sounding word “image” means “image”, however, unlike the natural meaning, as mentioned above, the image is an artificially created product of the mass media. Another translation of this word - "idol", more accurately reflects the essence of the image of a person, product or company, which is sometimes the subject of mindless worship of a completely mystical order. And another interpretation English word"image" - "ghost", upon careful reflection, fully reveals all the secrets of this iconic component of the modern business world.

Story

The word "image" in Russia began to sound from TV screens with the beginning of perestroika, which for the first time in history Soviet Union opened the door to private enterprise. If in the 90s of last year, the characterization of a politician necessarily included the no less sonorous word "charisma", then when it came to a respected businessman, the mention of a business image was a sign of a good journalistic tone. It is worth noting that in developed countries this concept is not given as much meaning as in Russia, since all thinking citizens are well aware that modern PR technologies allow creating almost any image for any person or company.

Image magic

Despite its complete illusory nature, the image today is a highly effective tool for representing a person or a commercial project in the public or individual mind. Moreover, often people, fascinated by a masterfully created and maintained image, do not pay attention to a damaged business reputation, which eventually leads to serious disappointments, financial losses and even tragedies.

A simple example is the well-known Russian pyramid "MMM", which, like a Phoenix, constantly rises from the ashes, despite the lamentations and curses of the last depositors of the previous "public fund". And it's all about the skillfully presented image of the project and its organizer. So the availability of prospects for such skillful manipulators of a social creation is always guaranteed by the effectiveness of image technologies.

How is an image created?

First of all, with the help of advertising and the media, which have long become the main "architects" public consciousness and worldview. At the same time, it does not matter at all, around which person or company the image aura will be created, it is impenetrable armor. The second source is economic and social success, which forms the image of a “successful business person”, regardless of the personal qualities of a particular subject.

Today, the image is not spent less funds than to promote goods and services, because the image image itself is an effective promotion tool. Under the image, loans are taken and competitions for the supply of products are won, insolvent businessmen with a “strong” image devastate the state budget and become respected politicians. This by and large non-existent fiction in our time becomes a real material value, which can be bought dearly and which can be sold profitably. That is, the image is all the same money, which, as always, successfully cloud the eyes of all the people of our planet.

image of a business man

The image of a successful modern man includes three main components - a prestigious job with a good salary, an elite apartment or house, and, of course, a decent car. In second place are the ability to dress stylishly, a beautiful wife, connections with bohemians and the mighty of the world this. All this together forms an artificial aura called the “image of a business man”, which, upon closer examination, turns out to be a rather boring set of generally accepted patterns.

At the same time, pay attention - the absence of at least one of the main components immediately destroys the deceptive structure called "image". A millionaire in dirty jeans, constantly driving a Lada Kalina and choosing an aging librarian as his wife is already a scandalous outrageous act that breaks image standards. A stylishly dressed handsome man in a sports car without a job, savings and place of residence is already nonsense, which causes, at least, suspicion and distrust. And the notorious image of a business man is to blame for everything, who is simply obliged to possess all of the above advantages at the same time.

business woman image

As for the beautiful half of humanity, the deceptive magic of the image has long been adopted by our women. And given that today the standard make-up and the ability to present oneself with the help of a well-thought-out elegant toilet is complemented by a powerful arsenal of aesthetic medicine, then any wealthy lady or girl who has a worthy patron can acquire the image of a business woman.

This concept usually includes good job, own car, travel around the world and clothing from leading brand houses. The image of a business woman also includes the ability to maintain a conversation on "male" topics, equal or dominant participation in solving serious problems, solid business ties. That is, the female business image is a kind of emancipation in its various manifestations, leveling the natural purpose of a woman, which is to give birth and raise children, maintain a “home”, love for her man, and not for work.

Pay attention to our "socialites" and famous women businessmen - these are very often difficult destinies, often without a normal family and warm sincere relationships. This is exactly what today pays for the "image of a business woman", on the altar of which a lot of money, health and personal happiness are often put.

Image future

What awaits us in the near future in the framework of the above? Most likely, mass inadequate assessments of goods and personalities represented by artificially created images that penetrate into the depths of the subconscious. Our life has already gained an unprecedented pace, so there is nothing surprising in the fact that a society of total consumption will choose an image, rather than a business reputation and real consumer characteristics.

We have no time to read the biography of a businessman from independent sources, which are also becoming less and less. We do not have time, and we do not want to get acquainted with the instructions on the packaging of products of well-known fashion brands. Our hairdressing salons are already called nothing more than image studios, and businessmen and politicians with a dubious past, but with a “positive image” are broadcasting from the TV screen. Therefore, another meaning of the multifaceted English word "Image" - "imaginary", "imaginary", in the very near future, is likely to become a basic characteristic of the surrounding reality. And then it will be possible to fully trust only distant stars, whose image was created by disinterested poets, romantics and philosophers ....

Golikov Oleg Igorevich

In the modern business world, great importance is attached to the ability and ability of a person to make a good impression. For a business person, the effectiveness and result of his business activity depends on how he looks in the eyes of others, what impression he makes on his colleagues and partners, so he strives to create a certain “attractive” image.

Image(from the English image - image) is a purposefully formed image with the help of which a person presents himself to the world, a kind of form of self-presentation that contributes to the impact on others. This is the art of managing the impression that a person makes on others. On the one hand, we try to give information to others, on the other hand, we pursue some goals.

The concept of image includes not only natural personality traits, but also specially created ones. Many people have an attractive appearance, but, as a rule, people's sympathy is acquired through the ability to present oneself, i.e. skillfully manage their external data. All it takes is desire and skill. the best way Express your strong personal qualities.

One of the conditions for creating a positive image is knowledge of the rules of etiquette and the ability to behave in accordance with them. Possession good manners communication tactics contributes to the achievement of a person's goals. It must be borne in mind that when forming an impression, the first thing people pay attention to is your appearance. It is very important to be able to master and manage your non-verbal language: facial expressions, gaze, gestures, posture, posture, gait, etc. It is necessary to accustom yourself to restraint in expressing emotions through facial expressions and gestures. Remember to smile, because a smiling face always evokes favor. Your posture largely reflects how you feel in a particular situation, and the gestures and postures you take say about your attitude towards this situation or people. You can be perfectly built and tastefully dressed in expensive things, but if you do not know how to stay calm, your posture out of habit represents readiness to defend yourself, and your face is gloomy, then your partner will be uncomfortable in your company.

The appearance of a person and the harmony of all the components of his wardrobe are the main component of the image of a business person.

clothing- one of the main conditions for how an opinion will develop about you, it carries certain information about a person, and in accordance with it we are correlated with one category or another: they determine the social status, economic opportunities and belonging to the professional field. Very often the clothes are peculiar calling card, it can provide psychological impact on communication partners, often predetermining their relationship to each other.

business style - clothes for work, important meetings and business negotiations. This is a strict, conservative, seasoned style, belonging to the category international standards. In a business suit, preference is given to classic clothing models. good quality, discreet color combinations, classic shoes. It is better to refrain from using bright, eye-catching color combinations in your business suit, but you should also avoid completely black or white clothing. Business style is when everything in a person corresponds to one idea: clothes, hairstyle, demeanor.

Dark neutral colors (navy blue, dark gray, brown, black, blue-green) will make your look more significant, while light neutral colors (beige, brown-yellow, light gray) will create a feeling of peace.

Most important color- the one that is closer to the face. Shirts, blouses, ties should be of such shades that suit the complexion, set it off. Usually the color of clothes is selected with the following calculation:

Shades are best for blondes of blue color;

Brunettes - shades yellow color;

White color goes to people with a pink skin tone on the face.

When choosing clothes, a woman must adhere to certain rules:

Long blazers and cardigans in contrasting colors go well with short skirts, while short ones go well with long skirts. With short stature, the skirt should be up to the middle of the knee or slightly higher and the same color as the top:

If the budget is limited, have only one or two in your business wardrobe, but of excellent quality and impeccable cut of a suit that can be combined with each other;

In the clothes of a business woman there should be two, maximum - three objects of the leading tone. If you are wearing a black suit, it is advisable to wear

black shoes and there should be some other black detail, such as a bag;

A common mistake is that our business ladies wear sleeveless clothes in summer. Sleeves should cover the shoulders at all times, and they should not be flared or too short. If you chose a skirt or dress, then an indispensable rule of business etiquette is the presence of tights. The roughest and common mistake is the summer of their absence;

Permissible minimum jewelry in a business suit: classic-style earrings, wedding ring, chain with pendant, watch. It is necessary to refrain from bright, large and shiny jewelry. In Europe, it is generally not customary to wear jewelry, especially expensive ones.

Excluded from the business wardrobe tight-fitting knitwear, maxi skirts, products made of fabric with a sheen, made of transparent materials. No exposure is allowed: neckline, miniskirt, bold slit, skirt slit, bare shoulders, belly;

The best choice shoes for a business woman are shoes in classic colors, i.e. black or dark brown, without frilly decorations, with medium heels in a fashionable configuration. Shoes must match the color of the suit. If the suit is light, then you can wear light, but not white shoes that are in harmony with the color of the suit, and of the same color and texture as the handbag. According to the rules of etiquette, summer shoes with an open heel are allowed, but not with open toes, no matter how flawless the pedicure is;

Golden Rule when using perfume - moderation. When choosing a perfume, it is preferable to smell that suits you personally, even if it is not the most fashionable.

The main rule that should be observed when choosing clothes is the appropriateness of time and environment. When developing a style of clothing, it is necessary to take into account your data: age, complexion, position in society. Can have fashionable clothes, but not to make a decent impression.

A man's clothing style affects his success in contacts, and the right suit helps create the right working atmosphere. The art of combining elements of clothing should always take into account color and line. The line is not so much the general silhouette of clothes as the general direction of the lines on a jacket, shirt, tie, on a suit. They are arranged either in vertical stripes or in cells. The main thing is that the lines of clothing elements do not sharply intersect with each other and do not merge. Unity of style is easiest to achieve by choosing plain elements of clothing. A one-color suit should be the main element of a business man's attire. Such a suit has the ability to go well with solid colors and patterns of other elements of clothing, which simplifies the choice of the right combination: suit - shirt - tie.

You can have a good pair of suits and a pair of jackets and trousers, and that will be enough to always look spectacular, with obligatory condition have at least a dozen different shirts and ties in your wardrobe. From the combination of shirt and tie changes general form any suit. The shirt should always be lighter than the suit and the tie darker than the shirt.

An important element in the image of a business person, which determines his appearance, is a hairstyle. The hairstyle does wonders for the human face, it can hide both protruding ears and irregular shape skulls. Men with dark hair look more authoritative and can enhance this impression if they wear a suit that matches their hair color and their hair is slightly longer than usual. Blond and redheads should not wear clothes that match the color of their hair.

Glasses can greatly affect the overall appearance. If no glasses suit you, wear contact lenses.

It is important to take care not only of clothes, but also of yourself. In this case, not only do others treat you well, but, above all, you yourself feel better and more confident.

Bad taste, excessive extravagance, non-observance of seasonality and simply carelessness - all this is detrimental to the image. The inability to dress crosses out many excellent qualities and creates a false impression of them. The clothes you choose should match your personality.

A correctly chosen and formed image is the key to solving many life and business problems.