Demonstrably superior and pleasingly different. Sound like you, your business, your brand?
There are 50,000 interior designers in the United States. What makes your business different from the other designers in your market – your competitors?
Defining your brand is essential for you to stand out from the crowd.
A brand is what you stand for, a promise you make, and the personality you convey. Think of your brand as a luxury brand — I do — because the people who will buy your services buy luxury brands. Those brands –especially in service businesses like interior design, also live in every touch point you have with your market and your clients, such as:
- The messages you deliver on your website, proposals and campaigns,
- The way you and your employees interact with clients, and
- What clients think of you versus your competition.
Now ask yourself... what does my brand stand for? What about you and the design services you provide is “demonstrably superior?” In what ways is working with you “pleasingly different?”
This simple review helps you begin to define –or redefine- your brand. Remember, a brand is not a ‘look’ its an attitude.
Sure, it's hard to develop your brand by yourself. We have found it to be very valuable to get perspectives from clients, collaborators and others that you have worked with. Ask them to share their perceptions about your and your work..
In the luxury market, I have found that the essence of many successful brands is that which makes the product or service demonstrably superior and pleasingly different or d-s-p-d. Think of your brand in these terms.