So What--or Who--are you Dressed as Today? Do clothes make the man? Can a lawyer wear sandals? Should I have really worn that cheerleader outfit to the the company Halloween party? To answer these questions and many more, I recruited the help of Style Consultant and marketing wonk Darcey Howard.

Darcey is a friend, a client, a former marketing exec for Seattle's Best Coffee and Nordstrom and, really, an excellent dresser. We sat down over burritos and margaritas to chat about style, substance and that too-rarely visited island in the marketing sea, Personal Branding.

CH: Ok, so, what's a personal brand?

DH: Glad you asked. A personal brand is the idea and impression people in your life or in the world have of you. We all know companies have brands, but people do too. If I say "Chris Haddad" to anybody who knows you, a certain attitude, a certain personality and a certain style will immediately pop into their mind. And that's your personal brand. That, really, is

what people are buying when they hire you.

And we all have personal brands. Me, you, Bill Gates, Michael Jackson . . . every one of us has a brand. You can either just let your brand happen--which we both know from our marketing work is a bad, bad idea--or you can take control of it. What I do is help you take control of it. I help you shape your brand so your brand doesn't shape you.

CH: And you do this through . . . clothes?

DH: Yea. Here's the thing: we live in a very image conscious culture. I don't care if you're an accountant, a copywriter, a politician or a ice cream store manager, the way you look--and how comfortable you are in your clothes-- will have a huge effect on your success, both personal and professional.

CH: So you're saying I need to be stylish and wear those leather pants the Queer Eye guys keep talking about?

DH: Not at all. Personal branding and personal style isn't about being fashionable. It's about looking the part. It's about taking a look at who you are, who you want to be and dressing in a way that will help you get there. When I work with a client I take the sort of "rules" of their profession or company and blend them with colors and cuts that look good on them and fit their personality.

Basically, I help my clients dress for the career and the life they want to have, not the one they have now.

CH: But, shouldn't just being good at your job be enough? If I'm a great accountant, shouldn't I be able to go to work wearing whatever I feel like? Shouldn't that be enough to get me what I want in my career and in my life.

DH: Well, yes and no. Being good at your job is important, just like delivering a quality product is important, but you also have to think about what people are investing in you. being an expert isn't enough. Your image communicates everything to your coworkers, to your clients and to your boss.

If you put two people next to each other and one looks he just rolled out of bed and the other looks like he took the time to get dressed and look professional and confident, who are you going to invest your money in? Who are you going to pay to be your expert.

CH: But doesn't that seem sort of shallow? Wouldn't it be better to live in a straight meritocracy.

DH: Sure. Yes. I'll be the first to admit that it's a little shallow. But, again, we live in an image conscious culture. There's just no way around it. There's an old and very true cliche': You never get a second chance to make a first impression.

CH: Or a second impression.

DH: Or a third. Or a fourth. And as we know, branding is about impressions over time. You're making an impression every day. Every day, the way you act and the way you look is having an effect on the people around you. It's tuning their ideas about you. It's building (or destroying) your brand.

CH: But what about being yourself?

DH: It's all part and parcel of the package. I never put anyone in clothes they aren't comfortable in. If there's a color you love, I'll try and make it work. If you really like suspenders . . .well, we'll talk about it. Basically, it's your personality plus your goals mixed together with your target market--the professional and social world you live in. Stir well.

CH: So, should I wear a suit everyday?

DH: No. If that's not something you're comfortable in, it's going to show. You need to have clothes that you're comfortable in in ever situation. Clothes that prepare you for the modern world. Clothes that help you be the go-to- guy or girl for your company.

CH: OK. So, what are some of the big mistakes you see people making with their appearance and what are some small changes they can make that'll have an effect on their lives and their careers?

DH: First off, for business owners: You are your company's brand. You embody the goals of your company. So keep those in mind when you think about who you're talking to and how you want them to respond.

But on a more concrete level: Most people don't dress for their size. Ill fitting clothes, whether they're too big or too small, can have a devastating effect on the impression you're trying to make. You need to be flexible when you shop. Sizes today--due to some pretty big changes in American demographics--aren't the same as they used to be. You need to be flexible when you shop and find things that work for the body you have now, not the one you had ten years ago.

And then, look at what things in your closet you really do like and get them tailored so they fit better. A lot of people have clothes that didn't fit them to begin with and now they're all worn out. If your clothes look tired and dated, people will think you are tired and dated.

CH: Thanks, Darcey.

DH: No problem. Just remember, Sometimes Style is Substance.

Chris Haddad is a copywriter and marketing wonk living and working in Seattle, Washington. Chris specializes in using rhythmic, conversational copy to break down the final barrier between company and customer and to turn one-time buyers into highly loyal, high spending friends. You can learn more about Chris at http://www.haddadink.com