Branding for Interior Designers: The Ultimate Guide

There is nothing more rewarding as an Interior Designer than when your client is posting their newly remodeled space all over Instagram. Don’t you want more of these more consistently? 

From finding your dream interior design client, understanding your competitors, defining the brand of your interior design studio, and even a few marketing strategies, this is the ultimate guide to branding (and marketing) for Interior Designers. 


Identify Your Target Audience

The first step to reaching your target audience is to understand and own your brand strategy. Consider your core values, your brand tone/voice, and even the design style that sets you apart from your competitors. All of these things combined make up the brand strategy of your interior design firm and will determine how you communicate with your potential clients. 

One thing to keep in mind is that you are not for everyone. So when thinking of your target audience, instead, think of one ideal client and learn the following about them:

  1. Demographic

    1. Age
    2. Gender
    3. Location
    4. Income
  2. Psychographic

    1. What is their lifestyle?
    2. How do they make decisions? 
    3. How do they communicate?
Image of a living room from Architectural Digest

In the interior design industry, it is extremely important to know your ideal client on an intimate level as you will be crafting a space that reflects their personality. 

The demographic section outlines the basic questions of age, gender, location, and income. Knowing these essential items will determine who your branding attracts. For example, if your ideal client is searching for high-end interior designers, having a DIY brand may not attract them. 

The psychographic section tells you where your ideal client is and how they make their decisions. Use this information to understand your ideal client deeper and ultimately, speak directly to them.

If you already have a brand, but are noticing gaps between your current and ideal clients, a brand strategist can help you find new opportunities to help grow your brand.

Once you have identified your ideal client, ensure that everything in your branding is done with them in mind. Each interior design firm has a different ideal client, so there are no wrong answers here! 


Competitor Research

As much as we don’t like to hear it, we all have competitors. To bring things into perspective, your competitors are only who your ideal client is looking at in addition to your interior design studio. If you only do interior design for homes, don’t worry about someone that only does corporate spaces. 

Now that you have an idea of who your industry competitors are, understand your position in the market. The position of your brand is what makes you stand out in both the market and your ideal client’s mind. 

Focus on what sets you apart whether it be your design style, who you design for, or even where your designs have been featured. These distinct qualities should be at the forefront of your branding and content. 

Your position in the market is the extra added value (or the spark) your ideal client is looking for when searching for the perfect interior designer. 

SWOT Analysis infographic created by Brand Strategist Kaitlyn Cole for Marque Brand Management

Define Your Brand Attributes

Brand attributes are the keywords that define your brand. This is especially important when it comes to the visual branding of your interior design firm. You will want these to be strongly ingrained in your brand as these are the same words you will want clients to describe you as.

When you think of one of my favorite home decor stores, CB2, the words “modern,” “creative,” and “trendy” may come to mind. Brand attributes are the start of your reputation in the market and will be a guide for even the more detailed aspects of your branding including the colors and fonts.

Think early and carefully about your brand attributes because a “refined” interior designer will have very different branding than a “cutting-edge” interior designer.

stuck on your brand attributes?

Inquire below and we can assist!

Branding Tips for Interior Designers

Branding and interior design are very similar in that you cannot walk into a space without a plan. At this point, you have a pretty solid plan; you know your brand, your target audience, and your competitors, so let’s start talking to potential clients! Here are a few things to keep in mind when putting out branding and content for your interior design studio. 

  1. Change the throws, not the sofa (design for the long-term)

    Building a full brand strategy and visual identity can be a lengthy process, so when figuring out the best way to present your interior design firm, don’t go with what’s trendy for every aspect. By having classic elements of your brand (colors, fonts, voice, etc.), you can easily swap out other elements (shapes, textures, etc.) depending on the trend and without losing your ideal client.

  2. Mi casa es su casa (be inviting to your ideal client)

    Don’t be afraid to promote the style of work you prefer to do, or even say that you specialize in a certain design style! Having a speciality that you are an expert in is more appreciated than being generally good at every style.

  3. Your home is your castle (think big)

    Having a solid brand strategy is just the start of the growth of your business. By getting to know your business better, you have more confidence in your capability to communicate to your ideal client exactly who you are and what you do. Use this confidence to capitalize on new opportunities!

  4. Stay true to the moodboard (be consistent) 

    It takes time to build a reputation and consistency is key! If you change your fonts, colors, and brand voice frequently, your target audience will become confused and you will lose your position in the market. Instead, stay true to your brand strategy so no matter where your ideal client meets your brand, it is the same experience. 

Website Design for Interior Designers

One of your most important content for branding, if not the most important, is your website. As an always-accessible touchpoint for potential clients, this is where customers grow the most trust in your interior design business. 

To gain trust in your business, ensure your website is top-notch and reflects your brand accurately. Remember, if you want a higher paying interior design client, your website design should be custom and look very professional. 

As an interior designer, you know, your website is your portfolio and sometimes even your biggest marketplace for products and services you sell, so keep things simple. Websites should be easily accessible and have as few clicks as possible between where the user may navigate (to your portfolio page), and where you want them to be (requesting an appointment or checking out). 

If you are an interior design business that is ready for a website that is on brand attracts more customers, contact Marque Brand Management

Interior Design Marketing Strategies 

Engaging with your audience is an important aspect of any business and is essential to building relationships with potential interior design clients. One of the best ways to do this is through content creation.

Interior designers have many marketing strategies at hand including social media posts, blog posts, video content, and strong networking, to list a few. 

  1. Social media

    One of the easiest ways to build a quick interior design portfolio is on social media. Post frequently and consistently (at least once a day) using the hashtags that best describe the photo and your business. You will soon notice a quickly growing following that is finding inspiration in your work. 
  1. Blog posts

    With your website being available 24/7, it is considered “evergreen” content, meaning it is not limited to a time window of 24 hours like social media posts. Not only do blog posts build SEO on your website to get you listed on the front page of Interior Design Google, but they also serve as a resource for clients to learn more about your thought process and how you operate as an interior designer before contacting you. So share your knowledge!
  2. Video content

    Having photos of spaces you have designed is one thing, but having video is definitely a step-up. Videos allow potential clients to really immerse themselves in the space and get a more life-like taste of what it is like to have you as their interior designer. 
  3. Strong networking

    I’m not saying go to every interior design trade and/or market show, but do maintain relationships with previous and potential clients. Send “thank you” notes when you are done working with a client or send a note when you get off a discovery call. This will leave a beautiful and lasting impression leaving the door open for more opportunities and referrals. 

Being a creative interior designer is even more fun when you can do it consistently. These tips for all interior designers, from new to highly-experienced, will help in leveling-up your business and getting you the clients you deserve. 

To learn more about leveling up your business, contact Marque Brand Management. We are partnering with ambitious businesses to create bespoke brand experiences.

Kaitlyn Cole