How would you describe your interior design style? How would your clients describe your interior design style? Can you define it in a sentence or two?
Some designers worry about being limited if they are identified with a specific design style. But do you really want to work with anyone and everyone? Or would you prefer to work with ideal clients who appreciate and understand your unique expertise? Your interior design style is a key element of your brand identity. It reflects your unique approach to aesthetics and design. You can still accommodate the architecture and preferences of your clients while also having a signature style. By finding your design style, you can then build a distinct brand to attract your ideal clients. You will also find it much easier to become more focused with your marketing plan.
Identifying Your Design Style
Know yourself
What is your story? Everyone has a story, and everyone’s story is different. Even though it might not seem like it, your story has a direct tie to your design philosophy. What drew you to interior design? What does it mean to you? What are your influences? All of these things contribute to your story and to your style.
What are you passionate about?
What excites you about design that gets you up every morning? List the projects you have done that most excited you and why. Are there similarities in the colors you used, furniture styles, art, accent pieces, or anything else? Find these commonalities, and you may be able to find your passions that work their way into your designs subconsciously.
What is your competitive advantage?
Every interior designer and interior design firm is different. And it’s those differences that can draw a client to one firm or another. So identify what makes your design unique and, therefore, what sets you apart from every other designer. Write down a few of your competitors or peers and how you compare to them. You can also ask clients, vendors, or even other designers what they think your special touch is. You might be blinded to your own advantages.
Who are your ideal clients?
Your ideal clients and your unique style are intrinsically linked. Knowing one of them may help inform the other. To identify your ideal client, think back to the common traits that previous clients have possessed. Think about their values, what they believe in, and how they view the world. In many cases, these opinions will match your own, which will help you have a smooth working experience. It’s also important to note demographics like gender, age, income level, and even hobbies. Even if these things don’t seem important, they begin to paint a clearer picture of the type of person you like to work with and appeal to.
Listen to your clients
Pay attention to reviews, testimonials, and feedback to find out what your clients like about working with you. Chances are, you can find some consistency throughout these messages. This can help you identify your style from the perspective of others.
Building a Brand Around Your Style
Once you’ve identified your design style, you can use it to build your unique brand.
Incorporate your design style as part of your unique selling proposition
Your unique selling proposition (USP) is what sets your firm apart from the competition. It should be a clear statement that will answer a potential client’s question: “What makes you different?”. Now that you know your design style, you can incorporate the unique looks and eye for creativity that you possess to attract clients.
Create a unified brand experience across all touchpoints
An effective USP will help you focus your marketing strategy and shape your messaging, from your website to personal interactions to your design presentations. When clients understand what sets your firm apart and makes you unique, you are building brand loyalty. Be sure to send a consistent message.
Curate a strong visual identity
Since you are in the business of creating beautiful spaces, it’s important to showcase your work where prospective ideal clients will see it. That includes your website and social media. Again, be sure to be consistent. But also showcase what you’ve identified as the major aspects that make your design unique. By highlighting what makes your design unique, you also reinforce your brand.
Go for quality over quantity
Rather than have an overwhelming number of photos on your website and social media, focus instead on quality. Let the message they send be very clear as to your style and your brand. Pick a handful of your best photos, and let them shine!
Update your visual identity regularly
Your style may change or expand over time. Periodically, take a fresh look at your photos. An annual review of your branding, marketing, etc., is valuable. Make sure your brand is coming through clearly to clients. Get input from current and past clients and others in the industry to be sure your online visual identity accurately reflects your brand.
Remember that as an interior designer, you are your brand. Though your work may be the most important aspect of your business, don’t forget that first impressions count. That often includes what potential clients find about you online and from meeting you in person. That is why brand identity can make such an impact. If you want that impact to be positive, then all aspects of your brand identity should reflect your style and project a clear, consistent message about you and your work.