Business Image | Isabella Ratti

“With an evening coat and a white tie, as you told me once,
anybody, even a stock-broker,
can gain a reputation for being civilized. ”
(Oscar Wilde, The picture of Dorian Gray, 1891)

    Our first impression when we encounter a person is influenced 55% by what we see (clothes, hair, accessories), 38% by gestures and body language and 7% by words.

    Approximately 93% of the opinion that we form about an individual is driven by visual perception.

    You are what you wear – to others…

    On the surface, clothes do make the man, and the professional image that we transmit represents the key to opening the door to relationships and to success. If the key does not correspond to what we really are or clashes with the context within which we want to position ourselves, our actions will be hindered and our efforts will be in vain.


    …and even to yourself

    Beyond the impression that we awaken in others, an equally important element is determined by the perception that we have of ourselves when we feel inadequate.

    If we wear a pair of sneakers and a polo shirt to an executive meeting, it is likely that nobody puts any weight on our words. And if we put on a tailcoat and a top hat to an Alpine meeting, it is certain that we feel out of place.

    Image tells a story

    The dress code is a fundamental element of communication. Speaking the language of your target audience also means sending an immediate message, transmitted through the choice of an outfit or an accessory. Awareness of details facilitates openings and a sense of union, favours our inclusion in inner circles and breaks down the barriers of mistrust and distrust. An unspoken pact is thus made, endorsed by belonging to the same tribe. This mode of communication is widely used by the media and by advertising language, subliminally influencing our choices through visual stimulation that evokes certain environments and lifestyles in which they want the public to recognise themselves.

    Image identifies

    The IR Business Style Coaching Method helps build a strong personal and professional corporate identity, which conveys powerful messages on multiple levels.

    It starts with the analysis of the target audience and the identification of marketing objectives in order to devise and structure a business brand identity, focused on people and subsequently on products, services and business locations, which leads to success and to the achievement of goals.


Isabella Ratti

Isabella Ratti