We may not like it, and it may seem superficial, but our image and self presentation is important. Looks certainly don’t make a difference in how well you can do you job, but it can make a big difference in how you are perceived on the job.

Why is that?

The way something looks, its visual identity, have what social scientist call a halo affect. When something is attractive – be it a product or person – we assign many other positive attributes to it that have nothing to do with looks. For example, tests show that products with nice packaging are perceived to be bigger and have more volume than products in the same size container but with packaging that is deemed “unattractive.”

If you don’t think the power of packaging is important for people, look at the power of a first impression. Research shows that we are pegged in the first couple of seconds. Social scientists call it “thin slicing” and Malcolm Gladwell’s book, Blink, demonstrates how quick and often accurate these blink-of-the-eye impressions are.

The good news is that all of us can package ourselves attractively and we don’t have to have a perfect figure to do it. Studies indicate a variety of factors in attractiveness:

You have to be willing to stand up and stand out. You have to want to step forward and take the initiative to lead others.

It’s risky being a leader. You can’t hide behind being number two anymore.

You can’t blend into the background at a meeting with no idea of what to do.

You have to have a point of view or the ability to spark conversation and discussion to solve the business issue. You have to be willing to step out and move the group forward.

People will be looking up to you as a leader in more ways than you realize. You need to set the tone.

A traditional leader says, “Here I am.” A creative leader says, “there you are.”

A creative leader realizes that when people aren’t having fun, they seldom do good work.

Creative leaders realize they have intertwined roles of substance and symbol. Their role is not just to know the technical aspects of the business and to exert authority, but to be a symbol of inspiration and connection for the group.

Creative leaders want to change lives.

They are a symbol of hope that things will be better under their leadership. They give us the courage to do things they we wouldn’t do on our own.

A traditional leader appeals to our intellect.

A creative leader trusts intuition and feelings, and wins over our hearts and minds.

A traditional leader prizes analytics and authority.

A creative leader prizes creativity and empowerment.

A traditional leader acts big. A creative leader acts small.

What business are you in? The healthcare business? Law? Financial services? Technology? Education? The Arts?

No matter what industry you are in, you are in the business of building businesses, and you are in the business of inspiring and persuading people. That’s why creativity and leadership can make a big difference.

A traditional leader can make you do something because they are the boss, but the creative leader makes you want to do it.

Soft power prizes context and nuance.

As a creative leader, you realize that the world is growing fast and shrinking fast. You realize that challenges are interconnected and the best strategies come from encouraging diversity.

Soft power means developing all your assets that can motivate and inspire others. That can mean developing your image, your voice, your words, your body language, your stage presence much like a performing artist prepares to go on the stage.

Soft power is the carrot that attracts people to you and makes you a creative leader.

The creative leader uses soft power to supplement hard power strengths.

Soft power or personal branding power is your intangible assets that attract followers to you.

Soft power puts creativity into the leadership equation both in how you think about yourself as a leader and how you approach business problems.

Soft power is your ability to inspire and “click” with others so that they identity with you and your goals. It’s having a purpose. It’s having the desire to make a difference that motivates others – and the ability to communicate your purpose in a way that’s authentic and powerful.

Unlike the traditional leader who prizes being the lone agent who creates new worlds, the creative leader realizes the individual is small and the group and context are large.

The creative leader asks not, “What should I do?” but “What needs doing?”

The creative leader asks, “What is the opportunity in this situation? What are the challenges?

What important things need to be done that my team and I can play a role in?

And, “How can I motivate others to join me in this endeavor?”

In working with all types of clients as a personal brand strategist, I find that what hinders people is not knowledge or technical skills. It’s not substance or “hard power.” They have strong technical knowledge and understand their business well.

In today’s business world, career success isn’t a project to be completed or a schedule you can delineate on a Venn diagram. It’s a dynamic landscape to be explored.

Business success isn’t just about analytics and five-year plans.

Today’s business landscape where nuance and change defy traditional business analytics.

What is holding many people like is what I call soft power or creative leadership.

It used to be an unusual first name was a liability. Just ask my sister, Kevin. Yes, her real name is Kevin. And she grew up in the 60’s when girls had names like Sue, Ann and Karen.

Today, unusual names are all the rage to a point. Self-branding minded parents are spending time and money trying to choose unusual yet interesting names for their newborns. They’re looking for a name that is ownable on a Google search.

That’s why “baby names” was one of the top ten generic Internet search terms in 2006 ranking it up there with “weather” and “directions.” There are more than a hundred baby-naming websites that offer name databases, online polls and individual consultations. Like marketers, some enterprising parents are even hiring naming professionals to come up with a distinctive name. What’s in a name?  A lot.