Building an interior design brand for your business is one of the most important things you can do to ensure success.
Think of a brand as you would a personality. If you meet someone who is boring and who doesn’t leave a lasting impression on you, chances are you won’t want to interact with them in the future. That is exactly the way potential clients will view your interior design brand.
It’s challenging to set yourself apart in the vast world of interior design. There are so many well-established businesses out there with their own unique brands, and trying to stand out can be a daunting task.
We’re here to help.
In this post, we’ll discuss what the different types of branding are and tips on how to establish your own brand to attract the right clients.
Brand experience and visual branding
There are two types of branding for a business: Brand experience and visual branding.
But what’s the difference?
Brand experience is how others perceive and feel about your business. When a client thinks or hears about your company, what comes to mind?
It’s important to establish your own brand experience, otherwise everyone else will do it for you. You want to be able to control the rhetoric so that you can convey the right message about what your business stands for and the services you offer.
Visual branding, on the other hand, involves design elements such as logos, color palettes, fonts, shapes, etc. It consists of everything your prospects see that helps them associate your brand with your interior design business.
Your visual branding should reflect your brand experience, and vice-versa. For example, if you offer high-end design services, you want to make sure all the visual elements surrounding your brand give off a luxurious feel.
Your brand experience is a piece of your personality that is portrayed through the services and experiences you offer to your clients.
Here are key items you should focus on when building your interior design brand experience.
Define your target client: What types of people do you want to attract to your business? You need to define your target client in order to build a brand that is compatible with them.
Define your niche: What sets you apart from everyone else? Do you specialize in budget-friendly design? Luxury design? Minimalist design? A different take on a certain design style? Whatever it may be, use it to your advantage.
Define your services: As an interior designer, you probably have a list of various services you can offer. But what do you excel at? Do you specialize in kitchen design? Do you use interior design software to present your clients with realistic 3D renderings? Clearly advertise at least one service that is your forte.
Once you’ve thoroughly done your research and gathered all the information that will help you build your brand experience, you will have to share it with your team (if you have one). Make sure everyone in your company is on the same page so you send out one cohesive message to your prospects.
If you’re working solo, you need to embody your brand and stand by it every step of the way. Remember, if you don’t define your brand experience, others will, and your message will get muffled along the way.
Now that your brand experience is clearly defined, you can move on to visual branding.
Your visual branding must be aligned with your brand experience. When prospects see your logo or images of work you’ve done, they need to immediately associate it with your brand experience.
Here are key items you should focus on when building your interior design visual brand.
Logo: Every successful company has a professional logo that represents their brand identity. For example, if your design style is modern, your logo should look modern (clean lines, simple, sharp). If your style is eclectic, your logo should have artistic elements to it. This is an important step because it’s a way for people to instantly recognize your business. If you’re not confident in creating a logo yourself (Canva is great for this), outsource it to a graphic designer – it's worth it.
Color scheme: The color scheme for your logo and website should match your interior design style and brand experience. Your signature style includes mainly white walls, a few black accent walls, and wooden furniture? Your color palette should incorporate white, black, and earthy tones.
Typography: Yes, even the fonts you choose for your logo and website matter. If you specialize in eclectic or bohemian design, you might want to choose a more playful typeface. If you identify with minimalist design, choose a simple, unembellished font. If you have different typefaces for all your platforms, it’s time to consolidate and stick to one or two fonts that best represent your brand identity.
High-quality photos: The images you use for your portfolio, website, social media channels, and ads should be BEAUTIFUL. Always. Your photos should capture your interior design brand identity (take pictures of spaces you are most proud of and that encapsulate your style and your brand experience). And most importantly, they should look professional. If you don’t have the right equipment, hire a photographer.
Consistency is everything
We know how tempting it is to switch up your style on a whim or change your logo for the ninth time (we’re creative creatures after all). But remember one thing – consistency is everything. It’s an asset your business cannot afford to lose, especially in a saturated industry like interior design.
Use these tips to build a strong, long-term interior design brand that you’ll be able to market to land the right clients and grow your business (check out our ebook on interior design marketing for more info). Take matters into your own hands. Don’t let others define what you – and your company - stand for.
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