How to Choose a Branding Agency for your Interior Design Business
It’s no secret that I am developing a branding course for interior designers. You may think that I am against branding agencies and that the work they do is so simple I think I can do it myself.
It is completely the opposite. A great and talented branding agency is a thing of beauty. If I had the money to invest and had a less niche product rather than a service, I would spend my money on the most well-respected branding agency I could afford.
My course aims at teaching interior designers how much work goes into developing a brand and how effective it can be if done right. It comes out of a love for the magic that branding creates. And yes- there is a bit of magic there.
But, unfortunately, if you think the interior design industry is unregulated, check out the branding industry! I have seen branding agencies that use a free template for their website (with minor changes) charge thousands for branding. All I can say is if you can’t brand yourself, you can’t brand anyone else either.
So if you are considering hiring a branding company- here are a few things to consider.
Firstly, Define your needs and goals. Are you looking for a brand, or are you looking for logos and visuals? A brand is so much more than a logo and picking some colours. If you need a bit of a visual refresh & Canva is not going to do the trick, consider a graphic designer. If you want someone to help you with your copy and develop your voice, continue looking for a branding agency.
The next thing is to research and create a list of agencies that are active in interior design and then choose a couple that is outside of the industry. You don’t want to choose an agency with a definite style, or you might look like another interior designer. The key here is that this is not a decision you should make because you chose the first person you saw on Instagram. So research, research, research…can I say it once more, research.
Check out their portfolio and website. Are there new and innovative things happening there? Have they created amazing websites? How do they talk about their work? Is their work varied? Is there a match between the wording on their site and the visuals? Do you get a sense of the designer?
So now you have a shortlist. It’s time to reach out. What is their inquiry process like? Do they ask you lots of questions in the discovery call? Are they trying to find out about you? Are they checking if you are their ideal client? Do you feel that they are listening to you?
You’ve got the agency narrowed down, and they are interested. It’s time to put them through their paces. Consider the agency's industry experience and expertise. Do they sound like they know what they are talking about? Are you asking probing questions? Will they give you references that you can talk to? Are they happy to talk metrics? Do they mention that branding is more than a logo? How will they help you develop your brand voice?
I’m assuming if you have reached this point, you have checked out that your budgets align.
Now it’s time for the pitch meeting. Ever seen Mad Men? Yep- see if they will pitch to you. How will they earn the trust that you put in them? What happens if you invest a ton of money and don’t see any uplift? How will they translate your brand across all your touchpoints?
This may seem like a lot of questions and a lot of work. But the truth is that even if you pay someone to do your branding, you still have to give them something to work with. As designers, we are not selling a perfume you can package in a beautiful bottle and market the heck out of.
We are selling something that appeals to the individual; we are selling an idea and a feeling. Your branding agency has to capture that elusive essence.
Make sure the branding agency you choose is up to it.
Hi 👋🏽 I’m Joanne!
I’m an interior designer, educator and business coach. After studying Economics and Education at uni, the design world beckoned, drawing me to Christie’s in London, where I completed post-grad studies in art & design and then to Hong Kong, where I founded Eclectic Cool, a design firm and design store. . Eclectic Cool represented international brands such as Gubi, &tradition, HAY, Armadillo Rugs & Dinosaur Designs to name a few. My work and store have been featured in Monocle, Conde Nast Traveller, Elle Decor, Expat Living, Cathay Pacific inflight magazines, South China Morning Post and the ABC (Australia) network and more. I live on the south coast of Australia on a country property between the beautiful Australian bush and the Pacific Ocean with my husband and cavoodle. I’m the mum of three adult children.
