A strong personal brand helps interior designers attract the right clients and differentiate themselves in a competitive market. In this article, business consultant Brooke Stoll shares how to refine your brand, connect with your ideal audience, and build trust through storytelling and client experience. Learn how to avoid common branding mistakes, leverage social media effectively, and streamline your services for sustainable business growth. By focusing on differentiation, relationships, and strategic marketing, designers can stand out and scale their businesses with ease.
In this article, you'll learn tow to:
A strong personal brand not only sets a designer apart, but is a reflection of their unique perspective that they bring to the spaces they create. In a competitive industry, differentiation is the secret.
Ask yourself:
Your brand should clearly communicate this.
A great example is Isabel Ladd Interiors. She is known for her bold, colorful spaces and vibrant personality. Clients don’t approach her for white kitchens and beige walls, they go to her for distinctive, maximalist designs they cannot get anywhere else.
Copying others – Define what makes you unique rather than following someone else’s success. Craft a brand and process that directly appeals to your ideal clients. Standing out is a good thing!
Refine your onboarding experience – Branded deliverables, such as a custom welcome guide, set you apart, build trust, and support higher pricing.
Invest in yourself – Confidence in your brand and process will help you stay focused and show up authentically, avoiding the comparison trap.
The first step is to clearly define your ideal client.
Ask yourself:
Once you know your audience, craft a strategy to reach them. Most designers find that Instagram and in-person connections are the most effective marketing tools. Designers with a strong brand identity and consistent visibility tend to thrive on Instagram. However, networking and word-of-mouth marketing often result in higher conversion rates due to built-in trust.
Before investing in any marketing efforts, analyze where your best leads are coming from. Every firm is different, so tracking your lead data is essential. Generally, Instagram and Facebook perform well, but for some firms, referrals or strategic partnerships drive more business.
People want to buy from people, not businesses. The best way to connect with your audience is through storytelling.
Ask yourself:
Use these elements to craft stories that humanize your brand. If storytelling isn’t your strength, consider working with a brand strategist or publicist, who can help bring your narrative to life.
The best designers don’t just focus on aesthetics—they build systems and client experiences that establish trust, showcase value, and create confidence. High-demand firms prioritize exceptional client experience above all else.
A great way to stand out is to consistently evaluate and improve your business. Successful firms never get too comfortable—they actively seek growth opportunities. Investing in expert advice can provide fresh perspectives and help refine your processes.
Interior designers work in deeply personal spaces, building intimate client relationships. By taking the time to truly understand and nurture these relationships, you can exceed expectations and create unforgettable experiences.
Example: I have worked with design firms that prioritized exceptional client experiences, resulting in millions of dollars in revenue growth simply through referrals and repeat business.
Designers often feel overwhelmed when marketing themselves. The key to working smarter, not harder, is clarity and support.
Building a successful interior design business isn’t just about great aesthetics—it’s about positioning, relationships, and processes. By defining your brand, leveraging storytelling, and streamlining your efforts, you can stand out in a crowded market and grow your business with less effort.