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Interior Designers – Build Your Brand

April 13th, 2009 by Erin Weir • Related • Filed Under

Image from www.mediabistro.com

We all know some of the biggest brands in the world such as Coca Cola, IBM and Apple Computer, and when we see their logos, we immediately have an image of their companies. They’ve spent millions of dollars and many years to create and maintain their brand and their image, and it returns more than the dollars they’ve invested. It helps them differentiate themselves from the competition, and you immediately have a mental picture of what their brand means – their personality and whom they serve.

If you asked people in your area if they recognize your brand, what would they say? For most designers, you’re so busy running your business that you probably haven’t given much thought to what your brand is. As Liz Pabon said in our Fall Interior Design Summit, it isn’t about the logo, it is about who you are and not who you want people to think you are.

Here are some important questions to think about when determining your brand:

1. Who are you as a person and then as a designer?
2. Are you serious and business-like?
3. Are you fun and zany?
4. Are you friendly and warm?
5. Who do you like to be around and work with?
6. Who do you best relate to? Income, age, interests, education, etc.
7. What expertise do you have in interior design?
8. What market area are you willing to serve?
9. How do you see yourself?
10. How do others see you?
11. Who do you not want to work with?
12. What is your design style?
13. What do you do best?
14. What do you not do so well?
15. What is your passion and your natural talent?

This is just a starting point, but the most important thing to remember is that you need to be authentic in who you are and whom you serve best. Once you understand this internal psychology for yourself and your business, you will be better able to relate to your prospects and clients.

If you have trouble being objective, ask your friends, vendors and clients to help you with this exercise. This can be extremely enlightening and helpful in focusing your brand and then your marketing.

Branding is so important to get right before you design or revamp your marketing strategies, and it is critical to your success as a designer and as a business person.

We’d love to hear your thoughts, and if you liked this post, please share it with your friends (viral marketing).

Don’t forget! Just comment on this post, request a free copy of Internet Strategies for Interior Designers (I’ll be publishing it by the end of April) and ask your biggest question about Internet marketing for interior designers.

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Related posts:

  1. Interior Designers – Build Your Tribe
  2. Interior Designers – Branding Is More Than A Logo
  3. Consumers Trust Online Opinions More Than Interior Designers?
  4. Interior Designers – How Is Your Client Service?
  5. What is your brand?

  • This IS a great article! How I wish I had discovered you sooner. I am a new designer who hasn't taken one business class, let alone a marketing and advertising class. And I find that I spend more time on learning how to run my business than I am on designing and finding clients. Just when I think I'm on the right track, I'm inspired by something huge and change my palete. Branding and Marketing yourself is NOT EASY! I know the impressions I'd like to project, but my dilemma lies in gaining clientele as a new designer and in finding the resources and the medium that can actualize these visions I have for the perfect brand. Can anyone recommend an excellent and affordable web designer or logo designer? I would also appreciate any advice. Thank you!
  • Hi Vida, We're just glad you found us now! You're finding out that you're running a business that just happens to provide design services, aren't you? The majority of our work is running the business, and it is in how you do it that determines how successful you are. You are so right that branding and marketing is not easy, but it is fun and learnable. The key is to be authentic to yourself, have a clear vision of your ideal client, and then develop your branding strategy. First off, I'd really suggest a blog over a traditional website, and there are many people that you can find online to set one up for you. Here's a site that you can go to to post your project and get bids: http://99designs.com/ One of our mastermind members used them and was very happy with the results. Good for you for investing in your education. You'll save lots of time and money by learning from others who have done it successfully.
  • This is a great article with great responses. I am glad that Gail brought this out to the community. It is important for everyone, whether you are self-employed or employed by a company. Knowing your brand is one of the keys to success. Of course, once you find your niche as a designer the next step is to find clients that share your passion.
  • I'd like to add to Deborah's point. I have a background in marketing and graphic design, as well as interior decorating. I believe that not just consistent, but beautifully designed marketing materials that reflect the essence of our brands are essential. Too often I have seen business cards, web sites and brochures of colleagues that are poorly designed and unattractive. We present ourselves to our clients as authorities on style. How on earth can we expect potential clients to trust us with their homes if we can't get it right on a simple business card? Whatever you put in your clients' hands should be a representation of the quality and professionalism you deliver for their homes. Image plays a huge role in this industry, so if you don't have graphic design or photography skills, hire someone who does. It will make a huge difference in how you are perceived, not just by potential clients, but by colleagues, suppliers, trades, and anyone else you encounter professionally.
  • You are absolutely right, Laura. Our brand also goes much deeper - it is how we present ourselves. Does our personal image fit our brand? Does our self-esteem match our brand (authenticity)? It is important to have consistency in all aspects of our "brand" so people trust us. Keep the comments coming!
  • I fully agree with all that has been said. I would also add that consistency is also a key. Once you decide on your brand, keep it consistent in all your marketing materials. One of the biggest mistakes I have found working with my clients in the industry is that they do not fully understand what changing even a font will do to change the message of who they are.

    We are a visual industry and choosing the right brand and then keeping it consistent, in my view, is key.
  • Great article!

    My former career is in financial services marketing, so I knew how important branding was when I started my business. But as a new designer or as a designer in this economy, every client looks like an opportunity. What I did was write up my version of the ideal client. My clients don't have to have every trait on the list, but a few are non-negotiable such as respect for my knowledge of my profession! I also asked a select few of my long-term clients what they liked best about working me and then which areas needed improvement. Armed with all of that information, I did rework my logo as well as all of my marketing materials, so that I am putting my brand out there in a consistent way.
  • Hi Catherine, thanks for sharing your tips with the community! I hope everyone does this, too. You really do have to stick to your values and principles. Any time I've taken a job because we needed the cash flow and I had that sinking feeling in my stomach, it was a mistake. Please, everyone, trust your intuition. Many clients try to impress you in the beginning interview because they don't want to be rejected. Just watch the body language to see if it matches the words. If you have a feeling it isn't right, don't take the job. Your brand includes your values and your principles...they are more important than logos and beautiful portfolios. Authenticity with who you are on the inside is critical to your success. Bravo, Catherine.
  • Much of what you say is absolutely true, Gail. Brand awareness is of vital importance in any marketplace. So it is essential to ensure that a design business 'builds' on its strengths (core competencies). and then it is vital to communicate those strengths specifically to their market.

    You are right, it is not just a logo (that is "brand-ing" - which is equally important). Designers who have used and are using the periods where business is slack to identify their brand and to promote themselves to their market, will be those who come through from the current economic challenges.

    Also, be open to new ways of doing business, and don't be scared to identify new markets and to diversify. In our own business we have established a stong brand awareness by providing a whole new way of providing custom cabinetry - and then we have diversified by establishing "spin-off" businesses to other specific target markets of limited edition Fine Furniture and cabinetry for multiple-unit developments.

    So, my suggestion to all in the design industry is: take a step back from your business and look at it strengths and weaknesses; look at new market opportunities and try new ways of doing business.

    You never know, you may even become more competitive AND more profitable!
  • Stephen, you hit the nail on the proverbial head. This is the perfect time to analyze how you are doing your business and how you can provide more value. Beyond that, you need to be clear on your brand and then communicate it in a way that convinces prospects and clients to take action...with you. Taking the "bird's eye" view on a regular basis is absolutely essential especially since the economy and the Internet are the two biggest change agents for every business today.
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