Your brand starts inspiring confidence

I confess that I never believed it too much for first impressions. Phrases like "You never get a second chance to make a good first impression", or "face is the mirror of the soul" strike me as trivial in the context of brand management, either corporate or personal.

And one reason not to believe is that there seemed no scientific evidence to show such a level of transience in the sense of judging in a few seconds. So, everything was in an aesthetic assumption.

A few years ago I heard for the first time psicomorfología, a widely used technique in human resources with a simple photograph allows a specialized psychologist can draw a profile of the candidate and extracting personality traits. But although they have written books and treatises on the subject, the fact is that the level of precision is low, and employers often cheat.

The key is confidence

Going beyond belief and subciencias, a few days ago I came across an article Business Insider that illuminated my understanding of the "first impression". According to the article, psychologist and professor at Harvard University Amy Cuddy argues that a quick first print gets determine the level of trust and to a lesser extent the level of competition. I like that, that justifies an acceptance or rejection on first impression, especially trust.

Children are clear

You remember when you were 5 or 6 seleccionabas years at a family reunion who wanted to say hello and who you preferred to flee? Why not, It is pure instinct, but not based on aesthetic criteria or pleasantness but based on trust. I trust this person, then I approach it without fear; I do not trust this, I prefer to neglect it. If the first question is whether you can trust someone, the second according Cuddy- referred to competition if that person is you commands respect.

That's not an opinion, It is findings of studies over more than fifteen years by a group of psychologists, and certainly I suggest that the first impression does not judge how beautiful or ugly we are, judges whether inspire trust and respect.

Your brand starts with confidence

This statement may make more sense apparently seen in the article by Business Insider and a fantastic TED the same Amy Cuddy (highly recommended). The first trial, in tenths, It is based on trust and respect.

Why we insist so much on putting pictures on our profiles?

Because the absence of photography equivalent to a negative judgment, lack of trust and respect. The second question would be whether we can "manipulate" a photograph to inspire greater confidence. possibly not, but I think-and this I strongly agree with specialist personal brand image María A. Sánchez– we can eliminate distractions so that people see in us what we want to see, without further ado.

A real case

I explain in formations often an anecdote referring to a photograph that I used for some time, tanto offline (the back of card) and Internet.

William portraits RecolonsPerhaps because young looked like a child, there was always endeavored appear in photographs with rictus of some seriousness. I remember the wonderful portraits Alberto Schommer who managed to pass the mark of character in a captivating way, cold, implacable.

But what happened to the photograph which I speak (The one of the left) is that apparently conveyed an image of little confidence about me. So I did know a client after a few minutes chatting with him to meet and overcome the first impression. He confessed that a priori expect to meet with any other colleague before me, and it based its expectation on my profile picture.

Without thinking twice, I changed the photo on the other performed during the same session, a portrait that best conveys how I am. Now, almost five years later, and thanks to the findings of Amy Cuddy, I can know what happened with that first picture: He did not inspire confidence.


  • Watch what you transmit. If you are and what you convey do not match, You must give importance to that first impression so there match.
  • Go to a professional photographer, but if possible someone who knows you, you know how you are done inside. A photographer, default, You can get your good side, but often the aesthetic criterion prevails over any other.
  • The briefing can only be one: explains the photographer or want to convey confidence.