The power of presentation: navigating formal vs. casual in digital branding
Your clothes make your brand
The choice of attire in online branding shapes perceptions of professionalism and trust.
Potential clients and partners view your brand differently depending on whether you wear formal or smart casual attire. Formal attire often conveys authority and competence, while smart casual can make your brand appear more approachable and current. Studies suggest that attire affects perceptions of ethicality and credibility in business contexts.
Selecting the right style of dress is crucial for aligning your brand’s image with its core values and target audience.
Formal wear: the pillar of professionalism
Credibility and authority: a suit and tie, or a well-tailored dress, are statements of intent. And research supports it that formal attire heightens perceptions of competence and seriousness. This perception may be vital for brands in finance, law, or high-order consultancy where trust is paramount.
Positive first impressions: formal attire helps create a professional image from the very start. It lands the message of seriousness that you are giving to your business, being effective in initial business dealings, or when pitching to high profile prospective clients or investors.
Ethical perception: people correlate formal attire with ethical perceptions. A study published on Springer Nature1 shows that people who dress formally are perceived as more principled, affecting consumer trust and loyalty, particularly in ethically challenged industries.
Smart casual: the modern balance
Approachability and relatability: the workplace is changing, and the dress code is too. Smart casual wear adds a personal touch to make brand representatives seem more human and reachable. This can be a plus for brands in creative industries, tech, or any other area where innovation and collaboration are in focus rather than tradition and hierarchy.
Flexibility across contexts: smart casual is not a one-size-fits-all approach. It can be professional yet permissive, showing a character that really appeals to modern consumers’ values for authenticity and self-expression. Brands targeting younger demographics or those in dynamic, fast-paced industries might find smart casual more aligned with their ethos.
Less formal, no less professional: professionalism doesn’t have to be compromised with a slightly casual look. It’s all in the styling: a thoughtful smart casual outfit can communicate competence and reliability. This balance is important when you need to appear professional yet approachable, such as in tech or lifestyle businesses.
Dressing your brand identity
Choosing between formal and business casual should be a strategic decision based on the following criteria:
Audience: your audience will help you get dressed up. Wear formal attire for traditional sectors and smart casual for industries with a more relaxed or creative user base.
Industry standards: every industry has its silent norms regarding dressing that may affect trust and credibility.
Brand values: the choice of your attire should reflect the core values of your brand. If the core is all about innovation, flexibility or community, then smart casual may be more appropriate. If your core values are authority or tradition, formal attire will work best.
Online outfit choices are not about looking your best, but also about conveying the right message. Your clothing (formal or smart casual) should represent your brand and target audience to build trust and online presence.
Sotak, K.L., Serban, A., Friedman, B.A. et al. Perceptions of Ethicality: The Role of Attire Style, Attire Appropriateness, and Context. J Bus Ethics 189, 149–175 (2024). https://doi.org/10.1007/s10551-023-05347-7