It is often those occasions we ‘look forward’ to with trepidation that turn out to be the most stimulating, and I can certainly say this is true of my recent trip to Iran. With Iran being in the news so much at the moment our view of the country can be tainted, however I can only say I am so glad I went!

It was an honour to be only the 4th female speaker to be invited to Iran - so despite having advice ranging from “don’t go” or “why would you want to go there”, to “it’s an amazing country and an opportunity you shouldn't miss” I decided it was something I had to experience. I love to travel and have spoken in 20 countries across 4 continents, and I’m unaware of ever having been booked because I am female. I consider myself as a professional speaker not a ‘female speaker’. However, I knew that there would be a number of ‘rules’ I would have to take into consideration being a woman speaking in Tehran.

Sepehr Taverdian from Hamayesh Farazan Co. originally asked me to do a tour for several events over 10 days. After doing some degree of research I decided just to speak at the main event at the end of the tour - the 3rd International Advertising Forum, rather than risk being challenged over a 10-day period! It was a good way to test the water gently!  Not my usual style, but it seemed the best way.

I have to say here, that Sepehr is one of the most professional and ethical event organisers I have ever worked with! He is also Iran’s top translator, translating all our presentations from 8am to 7.30pm – it was an absolute pleasure to work with him and his wonderful team.

My main concerns on speaking in Iran were around whether I would be accepted, and whether my content and message would be deemed credible. Speaking on Personal Branding I know my image is an important part of my presentation - how would I cope, and express my personality being covered from head to foot? Equally importantly, would I accidentally follow my own Personal Brand rules and offer a hand shake to a man - or do something else disrespectful unwittingly?

My husband Chris travelled with me - apparently for support, and nothing to do with the fact that he too loves travel. He was incredibly (and sometimes irritatingly!) concerned that I had my hijab securely fixed to my head – his sense of adventure was limited by the ramifications he might suffer should his charge breach cultural protocol.

As we landed, our first views of Tehran were of thick snow on the ground. Not what I had expected at all! I didn’t think to check about snow…. We sailed quickly through immigration without any conversation with immigration officials, again not expected, and my hijab reasonably firmly in place.  I was told to make sure my hijab was with me in my carry-on luggage so I could put it on before getting off the plane.

Sepehr had kindly sent his father to meet us at the airport. We all jumped in a taxi, and what followed was a 30-minute hair raising drive on icy, slushy roads with snow coming down thick and fast, in a car with no seat belts and a driver on his mobile phone! Different laws exist on the roads in Iran! We were relieved to arrive at our hotel at 3.30am, in one piece.

Next day we awoke to a beautiful scene from the hotel window of snow on the mountains, quite stunning. We met up with Sepehr and the other 6 speakers. Some were great friends already – Mike Ogilvie, Geoff Ramm, George Torok, Martin Goodman, Shaun Smith and Barnaby Wynter. Most had been on tour for the previous 8 days and had the benefit of having familiarised themselves with the Iranian culture. Having been told by Sepher’s father the previous night that my outdoor jacket was not long enough nor suitable to wear in public places, I had begun to wonder about the suit I had planned to present in. Whilst I had checked as part of my planning before I left the UK that the length of jacket of my trouser suit would be acceptable I soon discovered that it wasn’t. It didn’t cover my backside completely. Apparently I needed a ‘manteau’ which is longer and looser. Fortunately, Mike Ogilvie offered to take me shopping - he had been to Iran before and understood what was needed. (A shopping trip with Mike is an experience!)

The shopping malls were a revelation - full of women’s clothes shops and fashion labels, many more than men’s stores. Under their manteau the women go to town with their outfits – the designer labels and beautiful clothes come out at weddings and parties or at home with their husbands. Surprisingly, when dressing for pleasure, no particular fashion is followed. Peer pressure in Iran directs a woman towards wearing what she wants as opposed to what the current fashion may be elsewhere in the world. What a wonderful and free way to be.

I found a smart black thigh length coat that I was assured by Mike was the norm for Iranian women. This along with my trousers and hijab became my new speaking outfit - rather more restrictive than my usual presenting attire. While I felt like a local (blond hair excepting!), I felt a little ‘trussed up’ and had a continual concern of the hijab slipping. The brooch I had intended to secure it with was added to by hair grips which did the job better but were rather lacking in the style stakes!  Comments from the rest of the gang (who you can see above) about only needing a mop and bucket, were not appreciated!

Finally the presentation arrived. I learnt that an Iranian audience likes the presenter to be lively and dynamic, and to come down to and integrate with them. Of course I had gone through my presentation with a fine tooth comb to ensure no mention or images of forbidden subjects; politics, sex, drugs scantily clad women, alcohol or suggestive adverts are all a no-no. 

We soon realised the audience love to mingle with the speakers after the presentations and have photographs taken. I had to smile until it hurt. However, I also had to keep reminding myself not to shake hands with any of the men or to stand too close. It is not acceptable to stand too close to a man in a photograph - again things we would not think about in the western world.

A chilled glass of wine would have been most welcome at the end of a long, hot day in the conference centre, but of course no alcohol is available!

I’d like to share with you some valuable lessons I learned from Iran - just in case you ever get invited, and by the way, if you do - just go.

Lesson 1 - Never judge a country until you have experienced it yourself. This is what global speaking is all about. Iran turned out to be friendly, hospitable, non-threatening, safe and a really pleasant place to be. Far from the perception portrayed by the media.

Lesson 2 - Really do your homework on what clothing is and isn’t acceptable - however, one bonus of my mistake was visiting their great shops!

Lesson 3 - Make sure you have practiced wearing a hijab and have suitable grips to secure it. Practice moving around a lot especially if you will be on stage speaking. Perhaps avoid a silky fabric as from my experience it doesn’t stay on well!

Lesson 4 - Be individual with the bits that you can be. Hijabs come in all colours and styles, and are a way to add personality to your outfit when all your other accessories are covered. There is a wide variety of colours and patterns worn so have some fun with this. Pay attention to your eye makeup - I was able to apply heavier makeup to my eyes than I would normally and this really worked.

Lesson 5 - Check out what is acceptable with meetings and greetings and keep reminding yourself. I found my Personal Brand being constricted by not being able to offer a handshake when I preach in my programmes how important it is to offer a firm handshake, direct eye contact and a smile! Putting your hand on your heart and bowing slightly seems to be the most acceptable greeting.

Lesson 6 - Be prepared to present in a different style to your norm. Get as much advice beforehand on the type of audience, the stage set-up and how you might integrate.

Lesson 7 - Go through your content in fine detail - it’s easy to miss things that will be offensive, because they are humorous or common place to some cultures.

Lesson 8 – Be prepared for your books and products to be copied! Copyright in Iran appears to mean ‘the right to copy’!

You can see in this photo the stark contrast between what is acceptable dress for men versus women. However men are not permitted to wear short sleeves or shorts.

By the time I left it was apparent to me that the Iranian people are very friendly and eager to help and advise on their culture in any way possible. Given the opportunity, use this help – the advice will be correct, and accepting it will be a direct compliment to the giver. 

Enjoy your trip when you get to go, and let me know your experiences.

Happy New Year. If like many people you have made your resolutions for the New Year I'd like to suggest another one for you;

Make a conscious effort to have a polished online brand. In the past we were told to 'engage brain before putting mouth into gear' now we should be 'engaging brain before putting fingers into gear on our keyboard.'

In the last few days we have seen a classic example of how much damage can be done with a throwaway comment on twitter:

Whatever your thoughts are about the row that has ensued, the result is the same - Diane Abbott has damaged her Personal Brand by using a comment which she says "was taken out of context". Unfortunately on twitter this is easily done as you only have 140 characters to make your comment. If that comment could be taken out of context because of the restrictions in available length then it shouldn't be made publicy - unless you are prepared to face up to the consequences.

It is easy to build up an impression of someone by reading their tweet history - we really need to thnk about what impression of our personal brand would be made if someone looked back at our tweets. I recommend you do this excercise and then add "Think before you tweet" to your list of resolutions.

With the film ‘The Iron Lady’ about to be released with Meryl Streep in the title role I was interviewed yesterday by BBC Radio Guernsey on the importance of image and particularly what we wear in business.

Jenny Kendall-Tobias, the presenter, asked me why it had been so important to change Margaret Thatcher’s image, getting her away from wearing hats, and what power her image actually had.

My response was that politicians are paranoid about the image they project, and I believe this is top of the priority ladder. What you wear has validity as our image plays a huge part in how we are received. First impressions are created on the non verbal signals we give out. Image is everything as dress is the first thing we take in. In Mrs Thatcher’s case they needed to soften her and make people feel more comfortable with her, they did the right thing removing her hats as these probably alienated people. It’s no surprise that her nickname was ‘the iron lady’ and this was about her formal image as much as her policies.

Jenny also asked about David Cameron and other politicians. In his case he dresses how we would expect a politician and especially the country’s leader to dress. He is well dressed, maybe a little boring - but actually we don't want him in open necked shirts and casual clothes. This was a mistake made by Tony Blair when he started to appear in linen suits, the mixture of looks was confusing and he didn't get it right.

There are some myths about work dress - some unfortunately coming from Image Consultants, such as the example Jenny gave about women working in a bank wearing trousers, who were told they were intimidating to men! This is too general - we are all individuals and maybe if you wear a black trouser suit, have a severe haircut and wear no makeup you would be intimidating. However, I think a woman in a trouser suit in a colour and style that works for her with accessories which show a little of her personality would be professional rather than intimidating.

On the subject of professional women trying to break through the glass ceiling I would advise that even on dress down days they wear some kind of jacket, even a casual one, as a jacket always empowers you. I always suggest that you dress for the job you want - what are your managers wearing? You should also be very aware of grooming, and what is right for your personality.

Grooming and attention to detail is also important to men, watch that your collars aren’t curling under, you don’t have shiny trousers or bitten down nails. And it may sound basic but learn to tie your tie properly!

Good fit is of paramount importance to everyone, in my work I see so many people in poorly fitting clothes, such as suits that don't fit on the shoulder, trousers that are too long or short, gaping where buttons are stretched across the tummy or bust. This all looks sloppy and gives the impression that you don’t care about details.

Two final points - firstly about those looking for work who don’t have much money to spend on interview outfits. Again pay attention to the detail, make sure what you have fits well, is spotlessly clean and well pressed. Try looking in second hand and charity shops - these have improved massively in the last few years and you may find a great suit that is an absolute bargain, then get it altered to fit perfectly. Another tip is never to put cheap accessories with an expensive suit as this brings your look down. You can however, make an inexpensive outfit look more expensive with good accessories.

Lastly we talked about whether your image is important when you are wrapped up against the elements - well my answer is yes - you never know who you are going to meet and your personal brand is always on show. Just make sure that your outer wear or coat fits well, is in a great colour for you and reflects your personality. If you want advice on executive dressing please get in contact.

The interview is available online if you want to listen until the 21st of December.