Two recent graduates of a well-respected MBA program vied for a position as assistant office manager for a high-profile cosmetic surgeon. Both candidates were in their 20s, had impressive backgrounds, and were equally qualified for the position. They were being interviewed by women — the physician and her office manager. The first candidate to interview wore an ill-fitting, dated suit and black shirt. This combined with an unattractive hairstyle, no makeup and heavy, dark-rimmed glasses made her appear harsh and out-of-touch with current trends.

Her rival wore a contemporary suit that complemented her coloring and was perfectly tailored. Her hair, makeup, nails, shoes and accessories completed a competent, modern, energetic look. The latter of the two was given the position because her image was consistent with the image of the practice. The woman who received the position did her homework. She investigated and read about the physician and her practice, and she saw the doctor and her staff in action because she took the initiative to visit for a facial. During her visit, she was able to see how the staff and physician dressed and how they interacted with each other and the patients.

Just as you can change your appearance with diet and exercise, you can strategically and deliberately cultivate an image that’s consistent with your goals and dreams for the future. Since our first contact with another person is visual, doesn’t it make sense to carefully plan your look in order to communicate what you want others to think of you? Isn’t it better to control your image than to be controlled by it?

In my work, I help corporations and individuals create plans that result in dramatic improvements in physical appearance, etiquette, verbal and non-verbal communications, clothing choices and lifestyle management. By working your image like a business plan, you can ensure that your goals are not thwarted by an image that conveys the wrong message. Your image should not be haphazardly acquired without your participation. An unplanned image can keep your goals and dreams from becoming reality.

After that initial visual assessment, impressions are also formed about the way you speak: vocabulary, grammar, accent and articulation all express — in not so subtle ways — your education, geographical and social background.

Another way we communicate is non-verbal. One of the first things we notice about a person is his smile. If you are happy — or need to appear to be — let your face in on it. A genuine smile can be your most effective tool in winning someone over. Every time you speak to someone, your body punctuates your words with gestures, eye movements, changes in posture and facial expressions. Body language is often unconscious, but it is read and interpreted by others.

Crossed arms may signify to others that you are closed or negative to what they have to say. Not making eye contact when someone speaks may mean that you can’t be trusted or aren’t interested in what they have to say. An open, relaxed and natural body language communicates that you are interested and receptive to the other person. Body language is the communication of feeling and emotions; make sure that yours says what you want it to.

In planning your image, these are key elements to consider:

• A color analysis determines which colors and depths for hair, makeup and clothes will make you appear more energetic and vibrant.

• A body analysis ascertains which shapes and styles of clothing highlight your assets yet disguise those areas that aren’t positive.

• A wardrobe audit will identify those items that look great, those that need to be tailored or repaired and those that need to be lovingly released.

• Make a list and shop only for those items. Impulse shopping wastes time and money.

• Get a professional opinion about your hair and makeup. It will determine if it’s time to change.

• Treat yourself to a day of beauty and grooming. Be fastidious with upkeep. Your nails, skin, hair, brows, breath and teeth need constant maintenance.

• Be aware of how you speak. An objective look at your speech, accent and grammar may be needed. If you need help in these areas, there are many options: try a community college class or speech coach.

• Watch what your body says. Non-verbal communications can be improved with practice and awareness. Watch your body movements, gestures, and posture when meeting people. Practice in front of a full-length mirror.

Your image plan will be a work in progress because you will constantly change and grow. Never lose sight of the impact image has on your future success. In both your love and work life, nothing communicates more about who you are and who you want to be.

While we hope to be judged by our talent, skill and qualifications, that isn’t always the case. Remember the old adage, “Dress for the job you want, not the job you have.” You can strategically and deliberately cultivate an image that will enhance the beautiful, positive qualities you possess. The next time you meet someone, make those 15 seconds leave indelible impressions that are positive and powerful.