Managing your image is a critical part of establishing and maintaining your personal brand. There is surely no substitute for content or the ingredients of your brand, but if the packaging isn’t right, you won’t get a second look. Here are the elements that constitute your image – and remember, you never know when someone is watching so, whether at the grocery store or a conference, make your mother proud:

• Appearance – Impressions are formed in seconds, not minutes. Your clothing, hair and grooming tell someone much about how you see yourself. Understand the environment you are operating in and stay within the boundaries of appropriateness. Know what “business casual” means in Des Moines versus Florida or at a software firm versus an investment bank, as examples. It doesn’t take a lot of money to present yourself professionally. Clothing and shoes must fit and should be in good repair; shoes must be clean and shined. Hair must be clean and styled; nails trimmed and clean, you have got to shower or bathe and use deodorant – really.

• Speech – Whether in casual conversation or making a presentation, the way you speak can determine the level of attention you can command. You must be articulate, passionate and confident. You don’t have to be loud to be compelling, but you do have to have excellent grammar, straightforward vocabulary and speak clearly, succinctly and deliberately. Leave out the extraneous (non)words such as “um, like, sort of, you know, etc.”

• Behavior –Think about people you are attracted to in large settings. What is it that draws you to them? Usually it is eye contact, a smile, their positive energy that makes them approachable. Wallflowers convey shyness and a lack of confidence. Bulldozers are boorish, pushy and sometimes mask a lack of confidence.

• Authenticity – You can’t be who you aren’t. It’s about being comfortable in your own skin. As Jay-Z says, “Do you already.” Nothing turns me off more than seeing someone who is disingenuous, insincere or just plain phony.