It can be a challenge for people working in interior design to gain recognition with customers seeking their specific services. Why?
Traditional marketing methods such as radio or print ads aren’t usually as effective as they are for people offering more widely-needed services or homogeneous goods. And, while word of mouth is a great way to build business, it’s not likely going to be enough to make your design business profitable.
If you want to boost your brand awareness and exposure, you first need to define and market your brand the right way.
What is your brand?
Famous entrepreneur and blogger Seth Godin said, “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”
In other words, your brand is people’s perception of your business. How do you want your brand to be perceived? Maybe you specialize in high-end, luxury decor. Or, perhaps you excel at maximizing small condo spaces or staging homes for sale.
Marketing for interior designers is based on defining your brand based on your specialization. Look at your clients, your style of decorating, whether you specialize in residential or commercial properties – whatever it is that sets you apart from the competition.
What’s the difference?
Speaking of differentiating yourself from the competition, part of effective marketing is looking at what other home design companies are doing, and what they’re not. For example, if the design companies in your area focus on creating “elegant” or “trendy” homes, why not focus on the fact that your projects often come in under budget?
Don’t forget to have some facts to back up your claims, such as testimonials or percentages. If you’ve won awards or other accolades, why not mention those? Anything you can offer clients that sets you apart will help get your brand get noticed.
What’s your brand experience?
Your interior design marketing strategies should focus on immediate recognition by potential clients. Visual branding is a key part of your brand experience, including your:
Logo: From your business cards to your invoices, this is often the first thing people will see. Work with a graphic designer to create a logo that reflects your brand and looks equally amazing on a small image or a big banner.
Images: Obviously, high-quality images are a necessity to market your home design company. You’ll want to showcase your work in your portfolio and any other images you’ll be using on your website or in your marketing materials.
Color scheme: Marketing for interior designers centers around color schemes! Fortunately, you know all about complementary colors and probably won’t need much help to come up with them. Remember that colors evoke people’s emotions and feelings and choose ones that set the mood for your business. Take a look at the Italian textile brand Basetti Home Innovation’s color palette. They use a set of primary and secondary colors to convey innovation, novelty, bravery and freshness.
Font: Your typeface also affects your brand experience. Too many companies make the mistake of using a huge array of different fonts across their marketing materials. Choose your header and copy fonts and keep them consistent. Stick to no more than two different fonts to represent your brand.
How do you share your brand?
Now that you’ve done the work to create and differentiate your brand, it’s time to share it! You’ll want to have a consistent website, business cards and perhaps brochures or handouts for trade shows and other events, as well as social media accounts.
Most businesses focus on Facebook and Twitter, which is a great idea for any business. However, as a home design company you have an ideal opportunity to utilize image-focused social media platforms. Research has shown that visual content drives the most engagement by far, so explore sites such as:
Pinterest, which has categories like Home Decor and Design trending
Instagram, which is based on sharing image-centric content
Houzz, a huge online community where people go to improve and design their homes
Building your brand and boosting brand awareness is an ongoing project, not a set-it-and-forget-it proposition! Think about the experience you want your clients to have every time you post an image on social media, display your logo on a sign at an event or update your website.
DISCLAIMER: This article expresses my own ideas and opinions. Any information I have shared are from sources that I believe to be reliable and accurate. I did not receive any financial compensation for writing this post, nor do I own any shares in any company I’ve mentioned. I encourage any reader to do their own diligent research first before making any investment decisions.
How Much Do We Know About Sustainability: The ESG Culture LAB Report
From the results that emerge from the Eikon Italia survey, although citizens have only a partial vision of sustainability, more...
How a Newly Launched Bitcoin ETF Is Seen by Investors
The Bitcoin ETF Token (BTCETF) is a project issued on the Ethereum blockchain. Its native token is BTCETF and is...
Walliance Buys Lymo, the First French Real Estate Crowdfunding Platform
Walliance, with the inclusion of Lymo Finance, has solidified its position with over €160 million transacted, boasting around 98,000 registered...
Mediquo Is Committed to the International Market and Aims to Double Sales in 2024
Mediquo makes it possible for any healthcare professional to care for their patients via chat. Last April, the Catalan company...
Why the Agrifood Industry in Morocco is a Strategic Challenge
The organization of an international agrifood trade show in Morocco would be a key lever for stimulating local exports and...
Crowdfunding1 week ago
Mamacrowd and CrowdFundMe Launch First Campaigns with New European Regulation
Africa2 days ago
Why the Bank Liquidity Deficit Eases in Morocco
Impact Investing2 weeks ago
French Retail Investors Increasingly Interested in ESG ETFs
Cannabis1 week ago
Germany Hosts International Cannabis Forum with US Participation