Creating Trust by Branding for Interior Designers
Everything you need to know
To land our ideal client, we have to create trust
We can create trust by strategically developing an interior design brand
Read below for my 7 step process to do this
How to create a distinctive Interior Design brand
Why should interior designers create trust?
One of the biggest misconceptions that interior designers have is thinking that they have to offer a differentiated service in order to stand out. Management consulting firm, McKinsey and Company noted in an article “Building a design driven culture that “ it is not enough to just sell a product or service- companies must truly engage with their customers”.
So what is a differentiation? Have you ever walked down an aisle in the supermarket and looked at a product like flour? Now of course you will see minor differences- different types of grains, flours for different purposes, but essentially flour is a pretty standard product.
If you believe that all flour is pretty much the same thing- then you will make your product selection on price or brand loyalty. If you believe that you should use a different flour for making bread, then you will disregard all the other choices and hone in on the flour that you think will serve your purpose best.
Choosing an interior designer is a bit like choosing flour. You will have some clients that will choose you on the basis of price. When you start out as a designer, you might have got your first projects through friends and family, or from people you know. This is brand loyalty. Why do referral clients engage your services ? It comes down to trust.
How can an interior designer create trust?
So if we want to move our services outside of friends and family, how do we stand out in a sea of other designers who basically can do the same work that you do?
There a few ways of creating trust. One way is through referrals from past clients that rave about your services. However, if you are just starting out or you are shifting your focus from one type of work to another, the numbers of these clients can be limited.
Another way to do it is through branding. Clients are time-poor and the old method of judging your offer- by its features and benefits - is awkward and inefficient. They base their choices on more intangible attributes…what can this designer do for me? can they create the space that I want? What are other people saying about them? Essentially in order to sign the client, you have to create trust.
Trust creation is the basis of branding. Once your ideal client believes that you, and you alone, are the perfect designer for them, you will be the best choice.
By creating a strategic design brand, you don’t need to differentiate your services, you just have to create distinction.
Your brand is a lot more than a logo or a tagline. It is not your business identity. It is not the services and products that you offer. An interior design brand is the gut feeling that your ideal client has about you, because they are emotional and intuitive. Your brand is not rational. Your brand is not what you say it is, it is what they feel it is.
7 Steps to create trust between ideal clients and interior designers
So where do we start-
Start with your vision and values. Your ideal client wants to invest in the culture that you are trying to create. When you focus on the journey you are trying to create in partnership with your clients, they will understand the unique approach that you will bring to their project. There is no one just like you.
Solve the problem that your ideal client faces. Be clear on how you, and you alone can help them. What special sauce can you bring into the mix? By connecting your client to your approach, they will understand how you work and what you can offer.
Interact with your ideal clients . Interaction with clients , on social or by face to face networking, is the key to building your brand. Clients want to engage with you, so share personal stories and curate interiors that you think they will love. Make sure you explain the process, not just the result.
Develop your unique voice. This goes beyond your logo and your brand colours. There is so much competition and it is important to work on who you want to appeal to and how to reach them. You won’t appeal to everyone and by trying to do so, your values will be confusing.
Find your tribe. Partner with those who share your brand values. You might want to cultivate partnerships in your local area to start. Talk to everyone about what you do- from school drop off time to when you are hanging in the local cafe. Make sure you share your visions and values and they will not doubt your sincerity.
Focus on the long term. It may take you at least 6 months to get your first job. It may even take you years to work up to projects that you may aspire. Don’t lose heart, be in it for the long haul. You want to develop relationships to attract lifelong clients- not people who are in it for a quick, cheap fix.
Make sure your branding is fluid- not static. Your brand is a living breathing thing. While staying true to your vision and values, you are allowed to evolve. Fashions change, your taste will develop. The projects that you might initially want to work on might change over time.
Want to know more about how you can create a strategic & distinctive interior design brand? I’m launching a course that will help you establish an interior design brand that will convert. From theory to strategy to building a brand guide you can apply to all aspects of your business…this course will help you define your vision and develop your strategy.
Check out our courses on branding and websites specifically for interior designers just like you who want to start and scale up their interior design businesses.
