With a little bit of effort, you can create or improve your online image.

Regardless of which networking sites you frequent, your avatar or profile photo says something about you. We both know how you get when you choose your clothing prior to meeting a client or a heading out for a date – you may have pulled out the killer shirt or blouse, but if it’s been wrinkled or is missing a button, you’re not going to just throw it on, right? This calls for sprucing-up, repairing… or even tossing in favor of a better option. Same process applies to your virtual self, the face you present to the online world.

Obviously, you’re a good-looking person – there’s no disputing that you’re a unique and one-in-a-million personality. Hey, there’s been no violent backlash to your picture, so you know you’re doing something right.

Let me just interject here and say that I was in an online community this morning. I was reviewing a few people who were recommended to the community at large, as worthy of connecting with. I recoiled when I clicked on the link to a certain woman’s profile! One hyphenated phrase screamed inside my head: zombie-vampire! Now that sounds really unfair, I know. But I’ve seen many, many online avatars and none had scared (or scarred) me until today. Jeesh!

But let’s move on. The first part of your strategy you should be to think ahead. You’ll want to display a consistent image across different networks – even if you’re just starting out – because you’ll soon learn that no one site will give you universal reach and presence. In time, you’ll want to be quickly recognized, even before your name is read. People are comforted by the immediate visual phenomenon of “I know that person..!” even before they confirm your identity. Congratulations! In a split second, you’ll have taken one of many small steps to to reinforce your “personal brand” by presenting yourself consistently. And of course, with each viewing the recognition only builds.

Your next step should be a great photo. If you’re serious about your business presence, then invest in a professional photo – make some calls. You don’t have to go to a high-priced studio; there may be neighborhood photo service businesses that also will take decently-lit portraits.  Another option is to have a friend (preferably with a tripod) shoot you (with a camera). The last resort for most of you is to shoot yourself (again, with a camera). But the whole reason I‘m writing this is that I suspect most online portraits are self-induced.

In any case, here’s a big secret. Ready? Shoot lots – and I mean lots – of photos! I can’t stress this one tip enough. No matter who’s pulling the trigger, insist on many choices. And assuming the lighting is decent, change your approach to each shot – smile, turn your head, tilt your head, poke your own cheek, laugh (yes, laugh!), tilt the camera, etc. I’m not a photographer, but there’s plenty of do-it-yourself advice online about basic portraiture, inexpensive studio set ups, taking advantage of natural light, etc. I’m willing to bet you’ll even have fun.

Now… here’s where we talk about kicking it up a notch, by making your image even more unique, to elevate your visage above those of others… the other brunettes, the other bald guys (count me as one) the other posing couples… you get the idea.

Surprise yourself. I know I surprised myself when I settled on an image from my pocket video camera! Wandering around an outdoor flea market one sunny Sunday, I had just bought a pair of reflective blue shades. Aiming the camera at myself, I commented about the new purchase, or the mountain of olive oil cans stacked in the sun, or the ugly glass sculptures on display…who knows). I later took a single frame from that footage and messed with it in Photoshop, tweaking colors, etc.

But the single best action I took was to crop! Cropping is the secret weapon of the photo editor. It can completely transform a pleasant picture into an irresistibly interesting one! The magic of “zooming in” on the subject is that the edges of the photo now become activated and play a huge role. The main subject becomes more important, while background details become insignificant. In this case, your face, your personality, your intention is what’s important. What we’re after is capturing your elusive essence. No portrait says everything about you, but an appropriately cropped (and lit) image will say more about you than most casual snapshots.

Finally, let me add that you don’t have to stop there. In my case, I added my logo in the corner. Not all logos are conducive to this kind of placement, but if you sell fish, maybe a few bubbles, or a tiny corner fish would make your photo complete. On your computer you might experiment with making you image black-and-white. Or sepia-toned. Or over-exposed. Or colorized. The point is, marketing relies on differentiation, which leads to recognition, which enables preference, and if you’re doing other things right, hopefully trust follows. Before you know it, you’re fostering meaningful relationships… and that’s what commerce in this new age is all about.