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Interiors Business School

Navigate decisions using brand as your compass.

Think of it like this; your brand is what represents you when you can't be around to do it yourself.

The clicks on your website, social media, adverts, blog posts, all of these unmanned touchpoints represent your business, so they should sound like you.

Read time: 5 minutes

How do you develop a notion of your brand and secondly how do you communicate that outwardly?

Well, when thinking about your brand, whether starting from scratch or looking for a refresh, here are seven simple questions to keep it on track.

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There are many more questions you can ask, this is just scratching the surface, but it's an excellent place to start. The answers to these questions act like way signs for your decision-making process.

But these answers may change over time; your customer may change, or you launch a furniture collection, so you should re-ask yourself these questions. The caveat on this is to use change sparingly, as consistency is king and every shift from the 'norm' changes how people relate to you.

But how to convey your brand across so many points of contact with the potential customer. Well, there are essential elements which underpin all of these, crudely split into two main areas of focus- how you look and sound.

Visual Identity

A picture speaks 1,000 words

Interior design is a highly visual field, where aesthetics and imagery speak volumes about who you are and what you do. What do your website and social media visuals say about your brand?

Importantly, what do you want them to say? Elegant, refined, traditional, quirky, detail-focused, refer back to your answers to questions no. two & six to help you navigate the options. You may not have photos that showcase your design perspective, for example, if you're starting a business.

But all is not lost, is there a detail shot of some joinery that shows your eye for detail, a well-engineered floorplan that reflects your interior architect abilities. Whatever it is, ensure it projects how you want others to perceive you.

More than a logo

Logos are not a brand, as many believe they are. We hear Coca-Cola and picture the distinctive red logo yet, but it's just a visual element of the brand.

The font, colour, shape and style of your logo can say a lot about who you are. Is it simple, conveying a modern fuss-free approach, swirling calligraphy indicating a traditional perspective?

Is the colour bright, monochromatic, or metallic, all of these details say something about who you are.

As a designer, you understand more than most the psychological value of colour and how it correlates to your answer for question 6.

Typeface

Whether on your website, mood boards or pitch keynotes, your typeface gives off a vibe. For example, serif fonts like Georgia and Times New Roman feel formal and traditional. Sans serif such as Helvetica or Arial are approachable and clean.

Modern fonts such as Politica and Matchbook feel exclusive, contemporary and forward-thinking. These subtle pixels say something about who you are and how you want to be perceived.

Tone of Voice

Getting heard

Speak like you. This industry is based on the ability to build relationships. People are buying into the premise of a space created by that person or their team; that's why you need to sound like you.

That doesn't mean you shouldn't edit the parts of your personality you share, consider what resonates with your audience. If your brand's traditional, avoid emoji's and colloquial language.

If your company and its designs are vibrant, modern and colourful, using snappy sentences, and informal tone resonates with that. Just make sure the way you write is the way you talk.

Your chosen platforms

Where you decide to speak can be just as important as how you do it. Consider your answers to questions 4, 5 and 7, where does your potential customer like to hang out?

What do they like to read, watch or listen to? Then consider how you can slot into that aspect of their life. Do you have exciting projects to write about in a blog, and do your audience like reading?

Is press coverage in an editorial magazine a better alternative to reach a traditional clientele.

Brand and social media

Which platform is right? LinkedIn is perfect for commercial clients, Instagram and Pinterest are great all-rounders.

Research which platform your ideal client engages with regularly. It's worth noting that social media is hard to escape but can be a powerful tool in your marketing arsenal. It takes time to build momentum and pull together both the visual and written content.

You can find out more about conveying your brand on Instagram in particular here.

Creating, nurturing and changing your brand is a topic of endless discussion with plenty to read up on.

Crudely put it comes down to authenticity and consistency. Honestly appraising your efforts regularly ensuring all the elements align with one another and your broader goals are the real equation for success.

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