Health, Beauty and Lifestyle with Denise McNamara

A 2014 study by researchers in Yale University using mock negotiations with test groups found that the group of people who dressed in smart business attire earned three times more than the group who dressed casually.

Of course, personal style is exactly that – personal.

If everybody had the same style the world would be an altogether duller place.

But how we carry ourselves, how we come across, matters. Our appearance, body language and tone comprises up to 93% of our communication to others, according to Áine Killilea, who recently set up a personal branding business.

She cites people like Kate Middleton and George Clooney as two high profile people who have very particular personal styles.

“Their personal style has evolved to make it clear who they are and what it is they do.  When developing your own personal style, it is important to consider what you want to say about yourself and what your lifestyle is so you can function comfortably in what you wear,” advises Áine.

“When looking at your personal style ask yourself questions such as ‘does this piece fit properly to show I take time to present myself well?’ ‘Is this style a little fresher than what I would have worn ten years ago to show I am current and pay attention to styles moving on?’ The questions you ask yourself come down to what it is you want to tell people when they meet you. These details matter.”

Áine has worked for 17 years in public relations in Galway, surviving in an industry that has seen many stalwarts move elsewhere after the 2008 recession and then the pandemic.

While working with clients from a wide variety of backgrounds, she found that she most enjoyed seeing clients build confidence in who they are.

“I saw them grow as they gained belief in how they could communicate clearly in media interviews and board meetings,” she reflects.

So, what exactly is your ‘personal brand’.

“Your personal brand is your story. It is your combination of skills, experience and personality.  Ultimately, it’s how you connect with people and build trust.  I help people tell their stories.

“Developing a person’s personal brand accelerates them towards achieving their professional and personal goals.”

Pictured: Áine Killilea