In reply to peas65:
you have to look like a guide/instructor/trainer - not another customer/client/trainee.
its vital to be separate -not in any elitist way - but to distinguish your different roles, as things work more efficiently when they are defined. clinets are there to acheive specific things, guides/instructors are there to impart it, and theres dozens of things that make that relationship function and appearence is a big one.
website too matters immensely. how you transfer information and the scope of your experience is an ongoing thing. nothing worse than not living up to your projected image.
idont tthink it has too mean expensive, slick gear - but it needs to project confidence and a sort of relaxed authority as the one directing the show.
personally i dont go for instructors that are a barrage of matching colours and big logos as it suggests its all about the superficial stuff to me, but others can feel secure with it.
me, i like to see well selected gear, a little beyond the box of standard stuff, tried and tested.
as an instructor, i think clients/trainees like to see dynamism and attention being paid to detail. they are suspicious if things appear to be all glitz and branding.
i dont think most people will care if your appearence isnt shiny and expensive - so long as its clean, got character and you carry it off comfortably. ratty gear is no good, but well loved and used gear suggests experience and a 'beyond the gear' attitude.
shaving i dont worry about - its cold, i live in a tent and dont see mirrors for a week at a time - but a general cohesion to my get-up i strive for.