25 Ways to Create a Powerful Interior Design Brand
A powerful brand is never an accident. It’s not a logo. It’s not a mission or vision statement.
As interior designers who interact with our clients over a long period of time, (versus a consumable product like a soda) it's important to always think of the brand experience we provide.
I think the best definition of Brand Experience is the one provided by the American Marketing Association which says:
Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand’s design and identity, packaging, communications, and environments.
That is to say, it’s how people respond to all the elements and interactions they have with you. It’s the lasting impression people have of you and essentially…it’s what makes you “referrable”.
Today, we’re going past Branding 101 which talks about colors, logos, and typeface. We’re looking at ways to create a powerful interior design brand with your visuals, your voice, and the experience you provide.
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Stay true to your ideal client - If you want high-end clients and projects, align your visuals, voice, and a high touch-point experience expected by luxury clients. If you prefer to help clients on a budget, share your expertise about how you can achieve a cohesive design on a budget.
Have consistent headshot - For an “I see that girl/guy everywhere” effect, have the same headshot across all platforms: website, Instagram, Facebook, Pinterest, Houzz, LinkedIn
Keep your portfolio updated & polished - Remove outdated projects that don’t demonstrate the kinds of projects you want to acquire today. Also, consider reducing the number of photos from each project. It’s much better to have a few great photos of projects, each with several “wow” shots than to have 20 different angles of the same room.
Create a signature and/or custom product to gift your client - Get creative! What custom item can you come up with to give every client? A candle with a signature scent? A vessel you create on a pottery wheel, a small watercolor, a cutting of plant from one of yours, nice olive oil infused with herbs from your garden, a gift basket with your favorite items, a monogrammed throw? Align these items with things your ideal client would appreciate and that show off your unique style.
Letterpress stationery - Skip the grocery store “thank you” cards and invest in a set of nice letterpress stationery. Your high-end clients will see and feel the difference and appreciate your attention to detail.
Never show up empty-handed - What is a special treat you can bring your clients every time you visit them? Here are a few ideas: fresh flowers, a bottle of wine, homemade dog treats, your new favorite candle. These small but thoughtful gestures (alongside your signature design process) will leave your client feeling so lucky to have found you.
Testimonials - Don’t be shy about asking your past clients whom, you’ve had a great experience with, to provide you with a testimonial. Social proof is one of the most powerful ways to move prospective clients into paying clients.
Create original content demonstrating your expertise - Potential clients often want to get to know you while they are searching for the right designer. Create and share original content that demonstrates your expertise and unique style. You can do this through a blog, social media, podcast, a YouTube channel, or a Facebook group. Think about where your ideal client is most likely to consume your information.
Nurture your clients every. step. of. the. way - A solid brand is built on an experience - not a logo. Find ways to nurture your clients throughout their experience with you. A few examples: An end-of-week email update they can count on, “Next Step” printables you provide after each major milestone; or wrapping your project up with a complimentary cocktail party where they can invite a few friends (and show off your great work!).
Have a signature design process - Think through every touchpoint with your interior design client. Are there ways you can fold in unique, creative, and thoughtful aspects of your process?
Invest in a brand photoshoot - Having a bank of brand images helps you develop a more consistent visual brand story. You can use the images for your website, social media, Welcome Package, or Services Guide.
Be consistent visually and with your copy across all platforms - Consistency is key with branding. Ensure your brand graphics, voice, links, and digital elements are consistent wherever they show up. If it’s time for a brand audit, here is where to look: Your website, all social media channels, and client-facing documents such as your Welcome Package, or Services Guide.
Create a Brand Voice Guide and train your staff to use it - A brand voice guide helps set the “tone” for your brand. Is your brand voice warm, friendly, playful or elegant, refined, and polished? There are 1000’s of words that can describe your brand and brand voice. Determine yours and ensure your copy aligns with it.
Host an annual event - Think of ways that you can bring your favorite clients together (safely) through social events. Often your clients will share similarities and appreciate getting to know others with the added bonus of them deepening their appreciation for you. Here are some ideas for many different budgets: Holiday party, summer picnic, wine tasting party, cooking class, family bowling night. Consider inviting your top tradespeople too to celebrate and thank them for their work.
Dress the part - Do you want to be known for your bold use of color? How can you demonstrate this with your personal style? Working with high-end clientele? Don’t underestimate the power of fabulous details in your attire. Clients will notice and equate that with your keen eye for details. You can even take the opportunity to be on-brand during install days. At my old firm, we were required to wear all black and a baseball hat with the company logo on it. I didn’t mind!
Seek press in publications that align with your ideal client - Different publications attract different types of readers and will reflect the level where you are playing. If you are seeking publicity, aim as high as you can. A feature in Architectural Digest or Elle Decor will carry a different weight than HGTV Magazine for example. Remember, you may not be ready for AD today, but you can design and work towards that goal. As you grow and your portfolio expands so will your attractiveness to the publications you desire.
Contribute to non-profits or charities that are on-brand - First let me say, I don’t recommend participating in an organization solely for business development. That’s not authentic. However, it could be an added bonus. Start by thinking about your company values and what speaks to your heart. Then, find an organization you can contribute to that is in alignment with your own values. This can be through volunteering or with financial contribution(s). When you do, you will naturally align yourself with people who share your vision for a better world.
Hire for your deficiencies - If you are great at sales and the visioning part of the design process, but struggle to see projects through to the end, hire a project manager who can help you with this to ensure raving clients to the end. Educate and train your staff on your brand and how they can help weave it into the fabric of your business.
Create a pleasing/professional Zoom atmosphere - I may be singing to the choir here, but make sure your Zoom background is pleasing and that you have good lighting. A ring light is a must-have even if it’s a small one. If you’re mid-project and your workspace is a mess, either tidy it before a client call or find another location. It may be organized chaos for you but can appear like a mess to a client.
Have a thoughtful out-of-office responder and voicemail message - Your client hired you for your creativity and out-of-the-box thinking. How can you show this even in simple things like your out-of-office responder? Think about your brand voice. How would your autoresponder sound? How can it assure your client that despite you being away, they are still in good hands? Be creative and professional but not cutesy. We are working with adults here.
Prepare your clients for any planned time-off - You never want your clients to be surprised that you are on a (much-deserved) vacation. The duration of your absence will dictate how much lead-up you should give your clients. As a general rule of thumb, for every 1 week away = Give 1-month notice. Let them know when you’ll be away and give them a point of contact for truly urgent matters. A quick phone call before you leave just to check-in is always appreciated. Chances are your client will be excited for you and look forward to having a refreshed designer when you return.
Offer an on-brand lead magnet - A lead magnet is a tool on your website to gather the email addresses of potential clients. Ideally, it is a simple download that helps solve a problem your ideal client would have. If you want to work with high-end clients but offer a budget-based lead magnet, chances are it’s not on-brand or aligned with your ideal client. Think about what you want to be known for AND what challenges are on your ideal client’s mind. What is a simple tool you can provide them while demonstrating your expertise?
Tell your story - Your story matters! Are you a lawyer turned Interior Designer? Did you grow up traveling the world with your missionary/military/eccentric family? Your story matters. It helps people understand the lens you view the world as an interior designer. It’s what makes you, you! How can you share your story with your potential clients so that you can show up as your authentic self?
On brand dispute management - S#!* happens! If you haven’t made a mistake or had to apologize to a client you are playing it too safe. The brand difference isn’t IF mistakes happen…it’s how you handle them. Do you sweep them under the rug and minimize them? If so, this is a BIG missed opportunity. Instead, own the mistake, offer a sincere apology (without over-explaining), do what it takes to make it right, and then (THIS is the brand experience ->) go a step further with an unexpected yet thoughtful gesture to show your appreciation for their understanding.
Have a Mascot - Show off your furry friends (or mini-design assistants if you have kids). People buy from people they know, like, and trust. When people feel like they know you, they are more likely to buy from you. Think about ways to incorporate images and snippets of information about your pets, kids, and family.
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