Is it Time for a Brand Profile Refresh?
When it comes to the things we should be tracking, keeping up with your interior design brand can be easily overlooked. I’ve coached frustrated designers spending $100’s - if not $1000’s - each month on marketing without seeing results.
Often that reveals that there is something more fundamental that isn’t working and no amount of marketing effort is going to fix it.
Even if you aren’t spending money on marketing, every now and then it’s time to take a good look at where you show up online and make sure it’s:
#1 Consistent
#2 Up-to-date
#3 Reflects the messages you want to be known for
I call this a Brand Profile Refresh.
Before we dive in, it’s important to be clear on what a brand is. It certainly isn’t just a logo. Your brand is the way your business is perceived by others. And it’s made up of the visual elements, the copy you use, and the experience people have. (For example, getting a nice chocolate and a beautiful card with a wax seal from your interior designer on your birthday...that’s a branding experience)
In the online world, it’s important to have a clear message that attracts the audience you want to work with. There are 3 key factors to check across all platforms:
What to look for:
Consistency - Having a consistent look/feel/copywriting is paramount. For example, is your profile photo the same on Instagram and LinkedIn? Use the same one on all platforms for a “that girl is everywhere” experience.
Up-to-date - Life happened and details change. Is your phone number, website, how to reach you, Profile photo, etc. all current?
Example: Used to have long blonde hair and now you’ve gone brunette and finally got that cute bob you’ve always wanted? Time to update your photo. Imagine walking into a client’s home and you don’t look like your picture! (Side note - Don’t get hung up on having a professional headshot - cellphone photos can take great photos too)
Messaging - Are you using a brief brand statement that reflects the kind of work you want to be known for and the kinds of clients you want to work with? In a noisy online world it’s important you keep your messaging targeted and succinct.
Before you get started with your Brand Profile Refresh, make sure each of these elements is documented in your Brand Handbook: Standard fonts, Main logo, Alternate Logo, Colors with Hex Codes, Brand Statement, Tagline (if you have one). If you don’t have this figured out, you may want to take a step back and work on creating a solid branding guide first.
Where to Look:
#1 Website
Are you...
Talking to your ideal client?
Using consistent brand elements (Font/Colors)?
Highlighting the services you really want to be doing?
Showing your best projects?
Showing blog posts are relevant and speaking to your ideal client? (Girlfriend, go ahead and ditch those old DIY posts if that’s not your audience)
Offering a relevant Lead Magnet (and any follow-up emails are up to date)
Is your...
Profile Picture is up to date
Logo is clear
Favicon clear (that’s the itty bitty icon that shows up on browser tabs)
#2 Collateral (i.e. Stationary, business cards, Welcome Package)
Are you sending letters, checks, samples, etc on branded stationery?
Is your business card consistent with your brand and accurate?
Does your Welcome Package and Pricing & Services Guide reflect your brand and your ideal client?
#3 Social Media (Instagram, Facebook, LinkedIn, Pinterest, Houzz)
Profile Picture is up to date (Yes, your headshot - not your logo - should be the avatar on your social media.
Bio is clear, concise, fits within the character limits
Call-to-Action is accurate and goes to the right landing page. For example, if you want potential clients to book a call with you first, make sure the call to action reflects that. If it says “call me now” with your number, then you would want to update it to “book a call”.
#4 Google Profile (and any other online directories)
Name is accurate
Images added that reflects your best work
Address (or Service Area) correct
Call-to-Action is accurate and goes to an accurate landing page
Other places where you may have online profiles, creative directories, church business directories, interior design directories, or neighborhood directories.
If you think your brand is due for a refresh, get your branding elements in order, then spend an hour or so auditing all of the places where you show up online and on paper.
