Hey, I’m hardly the inventor of personal image and personal branding. But I do know a thing or two about helping people develop and manage theirs. While the nation obsesses over the images of once obscure people, I’ve sat on the sidelines, observing the feeding frenzy as the nation devours the likes of Susan Boyle, the breakout singing wonder from Britain’s Got Talent, John Thain, the deposed former head of Merrill Lynch, and Chesley “Sulley” Sullenberger, the hero pilot of US Airways flight 1549 that landed on the Hudson River . Our society’s fascination with other’s images is a barometer of just how much attention we pay to someone’s total appearance. While it’s the new national pastime to judge someone else’s image, now’s a great time to focus inward to make self-improvements.

An Image at the “Boyling” Point

Susan Boyle’s image has been written about and picked apart like just-boiled chicken. Sure, the Britain’s Got Talent contestant had to know she’d be scrutinized en masse if she were to go in search of fame and fortune on TV. Her appearance has been viewed on You Tube more than any other video clip. Boyle’s dowdy appearance and downy voice have dumbfounded onlookers and listeners. “How could a voice so beautiful come out of someone so homely?” It’s not a beauty pageant; it’s a talent show. However, we expect a total package. It’s not enough to be endowed with a “gift from God.” Apparently, we demand much more of others besides natural gifts and talents.

I wanted to write about this, but not to pick on Susan Boyle. She’s had enough scrutiny and doesn’t need my two cents about what I’d recommend she change. I wouldn’t make such determinations without knowing her personality, and her goals. What is important to note is how fascinated society is with her image. We should really have a show called America’s Got an Opinion so everyday people could just speak their mind and maybe become famous for speaking the collective conscience of the country. Britain’s Got Talent most likely manages how much change Susan Boyle can make in order to keep the show’s ratings up, and keep us all taking about her and the show. If only we put an ounce of attention on ourselves and how we could improve rather than just passing judgment on someone else…

Two High Flyers: one’s image soars, one’s crashed

You wouldn’t think there’d be much in common between US Airways pilot Chesley “Sulley” Sullenberger and ousted Merrill Lynch CEO John Thain. They’re just two “high flyers” whose images have taken different directions. Sullenberger’s image soared when he became famous for landing a jet plane in the Hudson River shortly after taking off from New York’s LaGuardia Airport in January. A true hero, Sullenberger is now even doing public service announcements for the San Francisco Library.

Conversely, Susanne Craig, writing for The Wall Street Journal, recently described John Thain’s reputation in an article as “sullied.” Thain is attempting to restore his image since Bank of America made public statements that decisions to pay $3.62 billion in bonuses was solely Thain’s. In 2007, while layoffs were occurring at the company, his office and two conference rooms at the firm’s lower Manhattan headquarters underwent a $1.2 million renovation. Once news of the renovation hit the fan, Thain reimbursed the company for the cost.

Image Is Appearance and More

People’s issue with Susan Boyle is her appearance. She had a makeover to color her hair, tweeze her eyebrows, and not too much more. It wasn’t enough that she colored her hair. It would have been more important to have it styled nicely to enhance her image. The black leather jacket she’s been spotted wearing post-makeover seems unnatural for her persona. It’s like someone got hold of her and did a half-assed job making her over. How fortunate for Susan Boyle, they haven’t tried giving her a tracheotomy. At least she’s got raw talent. Let’s celebrate her gift, honor her journey, and wish her well.

People’s issue with John Thain is his behavior. He behaved in a way that got him painted by his parent company and by the media as the bad guy. Doing things that seem out of touch with the times surely didn’t help him. It’s too soon to tell if Thain’s media blitzing is a good bet. But it’s probably best for him to keep laying low so he can reinvent himself out of the public eye. You can see doing it in public, a la Susan Boyle, is a tough way to go.

Who’s done very well through all of this is Captain Sullenberger, “America’s Hero.” He did all the right things as a pilot, saving some 150 lives. He has been quite humble regarding the attention paid to him. He has maintained a respectable profile, though he was everywhere from the inauguration of President Obama to an appearance on The Today Show. It’s better to be “Sulley” than “sullied.”

Whose image have you been paying a lot of attention to and why have you been following their story? How can you trigger interest in your brand image?

Designing and managing your image is the secret science of your success.

Joseph Rosenfeld helps professional men, women, and corporate workgroups create effective visual brands. Visit JosephRosenfeld.com for details.