In business and marketing, you often come across the term ‘professional image.’ Usually, tips are provided to help you maintain and cultivate a professional image for your business. But what do we mean by this? How can we define a professional image, and what is its importance? 

All business owners and managers must be aware of this term. As you make your way through this guide, you’ll soon realize why it is so crucial …

Defining a professional image

Firstly, let’s split this up into two separate terms. An ‘image’ is basically the way that people perceive you. It’s a combination of characteristics you give off that people associate with your brand. So, the simple definition is that a professional image is a way of presenting yourself in a professional manner. 

Of course, this doesn’t really explain things that well. What do we mean by ‘professional’? Some people have very closely defined definitions of this, while others are more open. In fact, there are loads of different dictionary definitions of what it means to be professional. For me, the best one is that you are skilled or competent in a particular activity. In essence, you demonstrate to others that you know what you’re doing and are good at doing it. 

Therefore, a professional image is just that. It’s the perception that you are skilled at your job and can do it to a high level. When people see your business, they instantly associate it with competency and credibility. By contrast, an unprofessional image makes you seem like an amateur company that doesn’t really know what it’s doing. Already, you can spot some serious advantages to having a professional image. 

Why do you need a professional image?

Cultivating this image is essential if you want to be successful. You don’t need to be a marketing expert to understand that people respond to professionalism. It builds trust between your business and the consumer. People are more likely to do business with a brand that gives off professional vibes. Why? Well, revert back to the definition: you show capable skills and a high level of competency. When someone is about to spend their money on a product/service, they need assurances that it won’t go to waste. 

Building trust is essential if you want to generate leads and find new customers. Nobody will choose a business that doesn’t look trustworthy. Why bother taking a risk when there are other companies with a professional image looking way more trustworthy? 

Ultimately, you can narrow down the need for a professional image to the following points:

• Build more trust with consumers;
• Engage more leads;
• Create more sales opportunities;
• Put yourself ahead of the competition; and
• Grow a sense of brand authority in your area of expertise.

How do you build a professional image?

You’ve learned what a professional image is and why it’s important. Now, let’s look at the key factors in building your public perception. What can you do to improve your image and make your brand seem more professional? 

In truth, it doesn’t have to be challenging. If you are just starting your business, it’s very easy to cultivate a professional image. Problems usually stem when you’ve already established a certain image and wish to change it. Don’t worry; rebranding your business is definitely possible; it will just take longer. Either way, here are some tips to help you build your professional image:

• Make yourself look visually professional. The first step is to present yourself and your employees as seasoned professionals. This is simply a case of looking the part. All you have to do is wear clothes and carry yourself in a way that makes people see you as experts in your field. The easiest way to do this is to dress smartly when at work. You could even click here to find some stylish glasses to wear while working. Even if you don’t need glasses, they’re a visual cue that people associate with professionalism. Obviously, if you work remotely or are solely based online, you don’t interact with consumers. Instead, post team photos on your site that show off your professionalism. 

• Design a proper website. Speaking of online businesses, all companies need a digital presence. A website is the most important aspect of a professional image in modern times. If you don’t have one – or it looks terrible – your image goes down the gutter. Work with proper web designers to create a contemporary site that wows consumers and proves you’re a professional company. 

• Provide excellent customer service. Customer service is vital in determining the professionalism of a brand. Firstly, open up multiple channels for people to contact your business. This includes telephone, email, social media, or even a live chatbot on your website. The more options you provide, the keener you seem to service customers. As a result, it boosts your image and makes you look credible and professional. Of course, the swiftness that your employees respond to customer service queries also plays a big role. The faster you are, the better!

• Offer fantastic content. Lastly, a great content marketing strategy can really up your image. Professional companies will display their skills and competencies through content. Think of it as a chance to show that you walk the walk and talk the talk. Post valuable content relating to your industry and appealing to your target market. For example, a marketing agency looks super professional if it posts content on social media tips, SEO basics, PPC essentials, etc. You’re proving your worth, building trust with consumers, and potentially securing new customers. 

In conclusion, a professional image is crucial for all businesses. It’s the art of displaying yourself as skilled and competent in your chosen field. As a result, consumers are more likely to trust your business over others. This sets you apart from your rivals and helps you generate more leads and sales. Obviously, this creates a more profitable and successful business! Follow the tips mentioned in the final section to learn how to build a professional image for your brand.

Guest Writer, UK.