In today's politically correct climate, we should give no credence to the fact that people discriminate against others because of their appearance. Unfortunately, in this politically correct world, perception is reality. Companies of all sizes, “roomy and small,” conduct an extensive process to build a company's image and establish a satisfying relationship with its customers. They also spend millions of dollars every year planning how to protect that image. Therefore, it is essential that employees and managers are always aware of defending their professional image because their image projects the image and success of the companies they work for. It is essential to equip first-time entrants and existing businessmen and women with knowledge of this topic, as it provides the dos and don'ts of building and maintaining a professional image to ensure their individual success in the job market. This report will explain the importance of being professional in business and cover the following topics on how to build a professional image: business attire, wardrobe choice and business etiquette. Each topic will highlight commonly overlooked issues related to projecting a professional image and will include recommendations on how to remedy each issue. Communicating with difficult coworkers is a researched topic. There are numerous relevant articles available online on the topic of professional image building. Thomsett (1991) discusses in "The Little Black Book of Business Etiquette" guidelines on how to communicate a professional image through the use of an appropriate dress code. Wardrobe do's and don'ts along with recommendations can be found in an online newspaper article from Eastern Unive... ... middle of paper ......omed, calm demeanor), responsibility, reliability, dedication, self-confidence and moral integrity/character (Lantos) If students lack these qualities, it would automatically put them at a huge disadvantage to get that entry-level point that positions them for future success. References Beckham, Julie Protecting a professional image for yours company)[Online] http://hubpages.com/hub/Projecting_a_Professional_Image_for_Your_CompanyFetto. , John. Dress Code US Companies Reinstate Corporate Dress Policies. [Online] http://findarticles.com/p/articles/mi_m4021/is_2002_May_1/ai_88679443Thomsett, M. C. (1991). NY: American Management Association. Zawada, Z. (2006, April 23). Tymoshenko seeks to change her anti-business image. The Ukrainian weekly, p. 1, 30.