Interior design branding: the basic guide

Let’s face it, the interior design industry is very competitive on every level, from low end of the market to high-end luxury. Having a strong brand identity, a unique voice and story are key elements for establishing a long-lasting interior design brand. But the basics of interior design branding are so much more than a snazzy logo, brand colours and cool graphics. Of course, these are important, it is after all the recognisable badge to your brand, but when you are competing in a world full of good logos, you have to do much more to create the whole branding story.

When you are just starting out as an interior designer, how do you make sure that the branding of your business is the right one? One that stands out yet withstands the test of time so you don’t have to rebrand after a few years?

In this article, we take you through the basic steps to creating an interior design branding that is right for your business:

Step 1: Research

Finding your branding path will not happen overnight, so there is no point running before you can walk. It takes time to research and understand who you want to be as a brand. Like creating moodboards for clients, the process of finding the perfect branding has many elements and layers. In this step, all you’re doing is defining your brand at a very basic level, learning from the market and taking notes accordingly.

Ask yourself these questions:

1. What does our brand stand for?
2. What are our values?
3. How do we want to be seen by our clients?
4. What is our style and how is it different to anyone else in the marketplace? What can we offer that no one else does?
5. Who are our competitors and what is their branding like? Are there any similarities or unique elements we can get inspired by?

 

Tip: Find three words that summarise your brand.

Step 2: Who are your clients?

Without knowing who your clients are, selling your services to them will become very difficult. Finding your people is therefore a big part of your branding journey. There is no point creating a fabulous brand story and services and then marketing it to the wrong audience.

To really understand your clients, ask yourself these questions:

1. Who are our ideal clients?
2. What do they like? What do they don’t like?
3. What are they looking for in an interior designer?
4. What are the emotional triggers they react to?
5. What are their values and viewpoints?

 

Tip: Find three keywords that summarise their needs and likes.

With this information you can shape the branding and style to reflect what your people want to see.

Step 3: Merge the two and find your voice

Step 4: Create a branding guide

Now it’s time to put it all together. See your branding guide as a reference for consistency. Because every good branding starts with consistency communicated across all marketing channels and everywhere where clients can find and see you. So when it is tempting to quickly write or upload pictures on social media or put that newsletter together, the branding guide will help you stay on track. Using the defined principles and branding guidelines inside the branding guide, you are making sure that your brand becomes recognisable in the eyes of your clients.

Tip: Inside the branding guide cover the following – your logo usage (when to use colour, when to use black and white versions), font types for headings, sub-headings and body text, and also five core colours. Similar to the colour palette you define in your projects, your branding colour palette consists of hero colours and accents. When you build your branding colour palette always include one neutral tone. Use it as a soft background colour on your website, for testimonials on social media, business cards and any other printed marketing materials.