The success of any interior design brand identity is based on a few crucial things. I mean we are talking life and death of your future business, and I want you to be wildly successful. That means you need a sturdy foundation in place for your new brand to kick ass!
You need to create a beautiful brand based on you, your client and where your stories meet.
I mean, let's face the facts. There are shitty God-awful looking brands. They look like Frankenstein's mad scientist did some handiwork on it.
You've been to these websites before.
The graphics look like a three-year-old created them. The color palette reminds you of Richard Simmons vast collection of creepy shorts. The words? A hot mess that sounds like something a Housewife muttered during a trip where they ended up shit-faced.
These websites have people leaving quicker than a hillbilly running from a Kanye West concert.
Then there are brands that are so good you can’t get enough of.
They give you good vibrations of the Funky Bunch. You start to develop carpal-tunnel syndrome because you want to see everything they have to offer on their website. You begin to develop a secret stalker personality when it comes to this effing fantastic company and visits it a few times a week to make sure you don’t miss a thing!
Their color palette works so well that you start to like it and think to yourself that turquoise might just be the next color for your living room accent wall. This brand is sticky sweet, and you can’t get enough.
So what's the difference between that identity-crisis brand and the sticky sweet brand that every business wants? A captivating brand has an identity, a message and a budget for professional help. Not Courtney Love professional help, but that other kind of professional help.
So what does that mean for you?
If you don't have an interior design brand identity to grab your dream clients attention, you're gonna find it extremely hard to stake your place as the go-to designer.
Branding is where the visual parts of your business and the message part of your business merge to create the promise of an experience that your client will have with you.
Brand = Promise of the experience of working with you.
Identity = How you visually show up online.
Logo = Simplest way to identify your company online.
Website = Your online space to connect with dream clients.
Once you know where you fit into the categories, it becomes easier to figure out what pieces are missing from your brand.
Now, onto the straight dope. By dope, I don’t mean drugs. Drugs are bad.
Your brand is supposed to be a natural extension of you, so it is vitally important that you represent what that client experience of working with you will be with your online space.
When your online presence isn’t consistent all over, you don’t gain traction, and your brand is dust in the wind. Subject to whichever the way the wind blows.
Your interior design brand identity needs to start with YOU.
The days of being pushy are gone and the days of being captivating are here to stay. Be the straight-talking designer who is the person your clients want to get to know better.
Start posting updates on social media that encourage communication instead of sharing tired updates of the perfect rug for a romantic bedroom.
Reflect the feelings and beliefs that your clients have. Which means you may need to venture outside of your comfort zone even if you're going to upset that troll with your opinions.
Think about your brand's values. They may include some or all of the following:
As for the copycats out there? Their time is almost up. Those poser brands are just trying to replicate another company's success, but people can sniff out a copy quickly.
A great brand is based solidly on the soul of a business. While another brand may use the same font, the same colors, the same imagery, the same vibe - it loses credibility quickly when the copycat can't deliver the goods. Not to mention the fact that people see everything done by a copycat brand and will tattle-tale in a New York minute.
Your brand tells a complete story about you, your clients, the feelings they'll have when they work with you and how you'll both become a part of each other's story by working together.
That unique combination is what will make your interior design brand identity so unique that it will captivate instantly.