The Value of the Executive Image Consultant
I recently engaged in two separate discussions with two individuals in Atlanta - a Fortune 500 executive and a technology start-up CEO - both of whom expressed curiosity about Venus Rising's services and clientele. They both had a genuine interest in understanding Venus Rising's business model but lacked familiarity with the concept of image consulting for the business executive. These were great opportunities for me to talk about the business, give clarity and get honest feedback on the business model. And, if these two individuals found themselves in need of clarification, it's likely that many others would also benefit from a straightforward overview of image consulting (generally) along with specific details about Venus Rising (specifically).
What Are Image Consultants?
You may remember from last month’s newsletter that personal image = visual appearance; and brand = visual appearance + all other forms of verbal and non-verbal communication. There are many different definitions of image consulting. Generally speaking, image consultants, like Venus Rising, work with clients to assess and align their current personal or professional image with desired goals.
With Whom Do Image Consultants Work?
If you conduct a Google search for 'image consultants' followed by 'your city,' you'll likely encounter an extensive list of image consultants, each with their own unique specialties. Some specialize in the music industry, while others cater to film and TV actors. Many consultants focus on working with business professionals, and others cater to the ‘personal image’ clients. The specialty list goes on: weddings, politics, public relations, etc. Let’s talk about a few examples…
A music industry professional might be looking for a consultant to help them style the wardrobe for an upcoming music video shoot or an album cover. For the actor/celebrity, the consultant might be working ‘on set’ or they might be working on the personal branding for that particular actor off-set (photo shoots, interviews, events, etc.). A business VP might hire a consultant to help him or her with their wardrobe and specific communications training when taking on a new role that includes more client-facing meetings and/or public speaking engagements. And the personal image client might sit on a board, travel, or socialize in such a way that necessitates a certain level of coordinated, personal branding.
Venus Rising focuses on the business professional clientele - as that strikes a very personal chord with me. I come from the corporate world and witnessed an unmet need. There are ridiculously talented women and men who are great business leaders AND who are: unhappy with their inability to present themselves in a powerful and confident way; frustrated with the options available to help solve the problem and unaware of executive image consulting.
How To Find the Right Image Consultant - and What Do They Cost?
If you are thinking of working with an image consultant, it can be a little tricky deciding which image consultant would be the right fit. Say you’re a business professional and want to find a consultant who specializes in ‘image consulting for business professionals’. You can type that into your search and still be faced with dozens of choices. What then?
One way to find image professionals in your area is to go to the Association of Image Consultants International. Here, you can conduct a search based on your preferred location and specialty. You may end up with a long list, but it’s a start! A more personalized approach involves utilizing social media platforms like Instagram to search for 'stylists,' 'wardrobe consultants,' or 'image consultant.'. By following accounts that pique your interest you can begin to narrow down your options. Ultimately you want to work with a consultant with whom you feel a sense of familiarity, affinity, and trust. The content shared on their social media accounts (posts, reels, articles, testimonials) can aid in this selection process. Then there’s always the ‘ask a friend’ option. Many of us have at least one friend who has worked with an image consultant and the word-of-mouth referral is often the best resource.
In General: Hiring a professional image consultant in the US typically costs an average of $200 per hour but can range from $75 to $500 per hour based on specialty and expertise. Additionally, consultants often provide custom packages for individuals or groups that incorporate multiple services, with prices that vary from $2,000 to $15,000 and sometimes more depending on the client’s needs.
Venus Rising Specifically: In choosing to work with the image consultants at Venus Rising, you're making a strategic investment in your personal and professional brand. Our packages are designed to deliver maximum ROI and the investment fluctuates depending on the client’s needs and success metrics. Whatever the investment is, there are three things I advise prospective clients to keep in mind as they warm up to the idea of prioritizing themselves and their image:
If they could do this work on their own, they would.
Working with an image consultant will save them money over the next 5 years as clothes will be bought once - to align with the image strategy - and not according to regular, non-strategic impulses.
Their time is valuable.
How Can A Venus Rising Image Consultant Help Me?
Do any of these ‘12 Signs’ sound familiar? These are just a handful of things that I’ve heard my clients mention, and I’m sure there are dozens more. So, what does the image consultant do and how can an image consultant help?
The Interview: The work typically begins with a discovery process. This involves an in-depth assessment of the gap between the client's current image and their desired brand identity; the specific idea of what success ‘looks like’ and; the metric(s) for how that success will be measured. This is a high-trust, high-intensity and ultimately high-impact part of the process that can and does feel messy and vulnerable to the client. It’s the chaos before the calm.
The Wardrobe Audit: After discovery comes a wardrobe audit. If this sounds easier than the discovery - it is, but only just! Wardrobes are full of money, memories, and emotions - and it can take time to separate the clothes from the stories they tell.
The Audit Report & Purchasing: An audit report is then produced that gives the client an ‘image roadmap’ with details about the client’s color, branding, clothing silhouettes, personal/cultural style and how that style relates to the corporate brand in which the client works. The report also identifies gaps in the wardrobe that, based upon the client’s goals, need to be filled. At that point, the Venus Rising consultant works with the client to set a budget and to find, buy and incorporate new items into their ‘look’. This process can take weeks, or it can take months depending on the scope of work.
The In-App Subscription Service: Clients have the option to subscribe to the Venus Rising app that manages the client wardrobe, suggested purchases, personalized look boards and client calendar so that the client knows what to wear for their upcoming events.
Conclusion
There are a lot of variables to consider when hiring an image consultant! I hope this newsletter has shed some light on the value they can provide. And, if you are interested in elevating your personal brand, find yourself at a crossroads, or have questions about how working with an image consultant can help you in your own branding journey, you can schedule a virtual Venus Rising Chat with a member of our team.
