Digital branding for interior designers
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Before 2020, maintaining a design business without an online presence was no easy task. With the pandemic, we have realized that it is impossible to grow without an organized approach to digital branding.
With the right strategy, digital branding can help you build your credibility and authority as an interior designer and seize new opportunities accelerated with “the year of digital decorating”.
But how have interior design services changed and what are the new business opportunities?
1. New types of interactions and collaborations have developed.
An influx of projects, including international work, meetings with distant clients, and a remote team demand new kinds of interactions, tools and technologies. As a result, designers have forged new ways of communicating and doing business.
Collaborations with interior design have also developed during the pandemic and they are here to stay. In collaboration with furniture retailers, “influencer designers” launch collections of furniture, tableware and interior decoration.
Related: Why Is Branding Even More Relevant To Businesses Today?
2. Changes in what people want and need in their living space.
The pandemic has reshaped the way people live, work, play, exercise, sleep and interact.
Private spaces are a priority. Unused rooms are transformed into the most sought after spaces: home offices and gyms.
Bright colors, patterns, textures and strong accents are frequent requests to make the living space more lively. The exterior is now an extension of the living room, and the two sometimes become a unique configuration.
Well-designed spaces can lead to happier lives, now more than ever, and changes in what people want and need in their lives require the help of design experts.
Business Wire believes that the global interior design services market will reach 255.4 billion dollars by 2027, representing growth of 7.8% over the period 2020-2027. Residential interior design services are expected to reach 8.1%.
3. Virtual services and digital design packages
2020 has been called the year of “digital decoration” due to the high demand for virtual interior design, or e-design. But, virtual design is nothing new. This is a trend that started 5 to 6 years ago and has recently accelerated.
Many homeowners invest their time in renovating their homes. They seek advice, without asking for in-person experience. They are comfortable with Zoom meetings and calls. As virtual consultations are in high demand, there is a need to create and promote digital design packages.
As a more efficient and cost effective alternative to in-person consultations, selling design packages is an opportunity to capture new customer segments.
Related: Why Brand And Reputation Are Essential For Intrepid Leaders
4. New markets and customers
Someone who has never considered hiring an interior designer before may now be ready to invest and purchase a decoration package “or a” renovation package “.
Even though lead generation for interior designers has long been word of mouth, now with a strong online presence, they can reach clients they weren’t even expecting. You access a whole new market and turn them into paying customers.
5. Ad hoc online infrastructure and digital assets
One of the biggest challenges is where to start and which step to take first. The learning curve is there, but it’s worth it if you’re serious about growing your business.
You might be a start-up design business that needs a clear roadmap and a path forward to establish an online presence. Or, you could be an established design company with a digital marketing plan that doesn’t deliver results and needs to measure performance and replace what doesn’t.
Either way, you’ll benefit from activities like discovering, planning, and strategizing before you jump into building a website or building social media profiles.
The five steps to building a strong digital brand
In a workshop that I led for the Pacific Design Center in Los Angeles, I illustrated the sequence of steps to follow to do your digital branding.
1. Discover the brand vision, identity and niche segment to target.
First of all, you need to clearly define your values and your goal for a good sense of direction. Clearly knowing who you are as a brand, who you want your customers to be and the results you want gives you the power to thrive in such a competitive market.
2. Define your product strategy and your pricing strategy.
Creating your product roadmap and pricing strategy allows you to focus on a specific target market instead of being everything for everyone. For each product or service, be sure to assign a goal.
3. Define the sales funnel map.
You also need to identify the steps customers need to take to find out about you, from initial awareness to conversion. Where does the traffic to your website come from? How will you collect information and build a mailing list? What design services do you offer? Are they relevant to your customers and providing them with value? How do you plan to transform the lifestyle of your clients by decorating or renovating their accommodation?
4. Design and development of digital assets.
The fourth step in the flow is to design and develop your website. Web design is important because it shapes the perceptions of your visitors. Many businesses fail at digital branding because they start from here instead of investing time in planning.
5. Plan your traffic strategy.
Traffic strategy is an intentional plan to get people to your website, learn about your brand and values, share their contact information (emails), and convert them into customers. If you’ve done your homework, it should be easy to figure out where to find leads online. You want to be where your customers hang out and turn your social media profiles into channels of communication.
Related: Branding Strategies That Create Customers Who Spend 300% More