Starting Your Career as an Interior Designer: The Business of Interior Design

Act Naturally

I have spoken before on the “persona” each of us possesses for our business.  As I’ve explained it isn’t an act and shouldn’t be something with which you are uncomfortable.  Your persona is an enhanced version of you.  It is an extension of all the many things you are as a human being and helps people more easily understand who you are as a professional and a person.  Your persona should come easily to you and not have the feel of something forced or contrived.  In other words, act naturally with an enhanced bit of expression.I’m also talking about brand here.

Each designer will have his or her own “story” for branding and that’s great.  Do some research and find one that is perfect for you.  Some designer’s feel strongly that your brand should distinguish you from the competition.  With that in mind, how can you go about making your brand a head above the rest? 

·       Try developing a mystique for your brand

·       Have a compelling story you sincerely want to tell

·       Be consistent in the presentation of your brand

     Once your image is in place, your marketing machine will enhance your story so that people will begin to notice you.  As for differentiating yourself from the pack, that might be hard in the beginning, especially in today’s arena where everything goes, but “standing out” is still a function of great marketing and positioning.  Sure, it would be nice to separate from the pack but not at the cost of appearing flakey or extreme. 

I know what some of you hotshots are thinking, after all I’ve learned, I want to brand myself as a “hot new designer.”  Good idea (sort of) but it’s a bit more complex than that.  Sure, hot designers come along from time to time and without question marketing plays a very major part of their meteoric rise, but it doesn’t happen overnight.  Never has.

     What most people don’t realize is all the time, effort and money that go into a campaign to “burst” on the scene.  There is absolutely no such thing as a “hot designer” popping on the scene without a lot of planning, resources and luck.

     So while you dream of attaining “rock star” status, work on your marketing plan, get out there and meet your destiny with a smile on your face and maybe (just maybe), if you have a clever mix of good advertising, innovative marketing ploys and a clear idea of how to position yourself in the marketplace, in time you may become that “hot new designer” that appears to the outside world to have magically “burst” on the scene. 

I'm Gonna Make You Love Me

You may think I’m beating a dead horse when I start talking about marketing and public relations, again.  Not so.  Ensuring your prospective clients know you are alive and well and ready to work for them is now one of the most important things we can do for our businesses.  Robert and I have been chomping at the bit (notice how I got another “horse” metaphor in there?) to start marketing our new location and future home in the Carmel Plaza.  None of this is easy and it all costs a little or a lot of money depending on what you have decided to do to shout your news from the rooftops.  We are looking at social and digital media for the bulk of our marketing efforts in the upcoming months.  I’ve contacted Alexandra Gibson of Gibson Design Management to come up with a few ideas of how best to get our message out.  With just one phone call she was actually able to define three areas in which we might benefit.  One of the most interesting for me was the thought of a new website dedicated solely to the marketing and sales of our current book and my second book which will publish in June of this year.  What an exciting idea.  Gibson Design Management also has a great track record with their ability to promote business through the internet.  Not as easy a task as some believe.  Hale-Williams Interior Design has a FaceBook page, Twitter account, Allvoices account, LinkedIn account and as you all know I blog once a week.  I simply find I don’t have the time to properly manage and execute all the different social media out there.  Gibson Design Management will now take over those tasks and let me continue with the business of interior design in our own company.  Outsourcing can indeed make your life easier and add to your resource of staff and time.  I have no intention of allowing them to gallop off into the sunset without any oversight.  I will keep track of what is being said, how it’s being said and where to ensure our ability to respond to the ever changing marketplace both here in Carmel and on the world-wide web. 

All of this will help us tell our story to the prospective clients I know are out there just waiting to be contacted. 

This shift to direct marketing is something a lot of designers seem to be uncomfortable with.  They shouldn’t be.  It is simply a move forward for all of us in the advertising and marketing arena.  We are not changing horses in mid-stream and we certainly won’t give up on editorial press with specific advertising included.  This is simply our recognition of the impact the social networking sites have had on the way a message can be delivered.  Now is the time to give thought to how you will market in the coming upbeat design market.  You need to be ready to respond in a positive and creative manner.  Don’t forget direct marketing as one of the tools in your saddle bag of effective and productive public relations and marketing.

Look Out (Here Comes Tomorrow)

Yes, things are really beginning to turn around for our professional community.  I don’t mean we are all ready to take a few days off to relax.  No, now is the time to continue to keep your eye on the prize and start looking at more inventive ways to get your message out to current and prospective clients.  This time of year also brings to town a lot of the Home and Garden type shows that feature, among other thing, items for the home.  Is there a chance for you to be part of the event?  What about offering your services as a speaker.  And what would you talk about but interior design.  Many of the organizers of these types of events are always looking for speakers and what a great way for you to market yourself without spending a ton of money.  I’m the featured speaker at an event in Monterey next Saturday.  As the noon speaker the position is almost like a keynote.  Anyway, it’s another great chance to strut my stuff.  Do you have the chops to get before an audience and do the same thing?  Maybe or maybe not but now is the time to hone a few of those skills.

I know many interior designers that find speaking before a large group intimidating.  There are, of course, a number of ways to overcome what is in essence stage fright.  Although you might feel as if you are dying when you step in front of a crowd the chances are very slim you will actually succumb.  Most accomplished speakers were once frightened novices and learned techniques to help them get beyond their discomfort.  With the right kind of speaking techniques your audience won’t notice your sweaty armpits or shaky knees.    
     Toastmasters International is a well known name in the public speaking arena and, to quote their web site, “is a world leader in helping people become more competent and comfortable in front of an audience”.  Often you will meet other business leaders from around your area who want to improve their skills for presentation and public speaking.  All critiquing is done by your peers with a focus, primarily, on what was done correctly. 

     Most universities and colleges offer courses in public speaking or speech classes.  More formal in approach and usually without a lot of peer review these classes can also help you improve as a public speaker.  These courses are not geared for business people and you might find the average age of the students a little intimidating.  Still, the skills taught and the amount of actual speaking will help you overcome many of your perceived shortcomings. 

     While you’re on campus you might consider taking an acting class or two.  Yes, acting.  These courses encourage expression in ways not found in any of the other venues I’ve discussed and you just might find in this setting an ability to let your outgoing personality soar.  Beginning classes teach about posture, speech projection, movement and concentration.  As you progress you may be asked to roll around on the floor, mime a particular movement or create a character far different from your own.  As you begin to relax in front of the class and perform these outrages tasks you will also find you are more comfortable with yourself and that will translate into an ability to be at ease in front of any audience. 

     Whatever path you choose to improve your comfort zone in front of any size audience will also help with client management and employee relations.  You will have a more commanding presence in public and that, in turn, will translate into a more relaxed and comfortable presentation whether speaking to a large audience or a single client at a presentation. 

Up, Up and Away

We’ve just finished moving in to our transition space while the build out on the new Home Scapes Carmel space is completed.  We’re on the third floor of the shopping center known as the Carmel Plaza.  It’s nice to be up in the air.  On one side we face the street with lots of trees growing all around.  It’s almost like being in our own not so little tree house.  We have large windows overlooking Junipero Street and the light is just wonderful.  On the front side we face the courtyard of the Plaza and we even get a tiny peek of the Ocean from the balcony overlooking the courtyard.  All in all a very nice space from which to operate.  Now, let’s get some business in here.  Actually we are on our way to meet with a new client this afternoon.  Not a large job but work is work.  We also heard from our clients building the house in Arkansas and they are ready for us to help create the three bathrooms, powder room and kitchen.  That should keep us busy for a few days.  I’ve been sending out email blasts and notes to let everyone know we’ve moved here.  I also sent press releases to the local newspapers and hope to get press on that.  As we get a little more settled in I plan to have a seminar or two using this space and I’m sure we will be seeing more traffic. 

This past Monday I listened to the final exams of the students in my Business Practices class.  Each was required to prepare a complete business plan for the final grade.  The assignment was given on the first day of class and everyone worked hard to create a plan that best explained how they planned to open and run their new business. 

When was the last time you took a look at your business plan?  Generally once every twelve months of so is a good idea.  The business plan is a living document and it needs to be updated as business challenges change and economic forces wax and wane.  So, if you haven’t taken a look why not plan a little time to review your own plan.  It is a good exercise and you will be surprised to find there are areas in which a few changes might be in order.  I know, I know, where are you going to find the time?  You will, it’s your business and livelihood, after all.

We are seeing all sorts of signs of spring here in our neck of the woods.  With Easter just past can warmer and milder days be far behind?  All sorts of things could be shooting up.  Hope you find your business is about to bloom.