There’s no question that professional project photos are key for an interior designer. But it’s also important to recognize that visuals aren’t the be-all and end-all of your brand. Along with consistently beautiful imagery, interior designers need a strong brand identity, which includes establishing the voice, tone, and point of view in your messaging.
Developing your distinct voice is not only important for your marketing platforms (think Instagram captions, website copy, blog posts, and newsletters), but it also shapes how you communicate with your clients on a day-to-day basis. If you’re struggling to find the right words, we’re sharing best practices for finding your voice and developing a writing style that always feels true to your brand.
Consider Your Ideal Client + Design Style
As always, good branding practices start with the end in mind.
Before any words officially hit the page, think back to your core values and what makes your business stand out in the crowd. Consider the signature style of your design work, because that will help inform how you communicate. For example, if your design style is super eclectic, casual and free-spirited, a highly formalized and polished brand voice could feel at odds with your images. You always want to ensure the visuals and copy are working together to tell a cohesive brand narrative, rather than sending mixed messages in the process.
It’s also important to remember that you can’t establish your brand voice without knowing your audience. This goes back to defining your dream client base and understanding who they are inside and out. Consider the best way to speak to that ideal client using words and phrases that would best resonate with their communication tendencies.
Keep in mind that your brand voice is going to be vastly different depending on factors like your ideal clients’ geographic location, life stage, average project budget, and your design service offerings. A designer looking to book high-end full-service clients is likely going to have a different tone and messaging than a designer exclusively booking e-design projects. There’s no right or wrong voice. It’s all about tailoring your tone to the type of clients you’re hoping to attract.
PRO TIP: Try doing some homework on like-minded brands outside of the design industry. Think about where your clients typically shop, dine, or travel. Take notes of the specific words, phrases, or ideas those businesses use on their websites and social media to speak to their audiences.
Develop A Brand Voice Guide
You don’t have to be a perfect writer to establish a solid brand voice, but you do need a plan in place to ensure your messaging resonates with your audience and clients. This all goes back to building a relationship with the followers you hope to one day onboard as clients.
We recommend carving out time to create a Brand Voice Guide to reference across all your communication channels. Remember, you don’t have to simply replicate what others are already saying. This is your brand and it's important to incorporate a sense of personality and unique perspective into your brand voice.
Here’s a quick glance at what to include in your Brand Voice Guide:
Communication Goals
What are you hoping to achieve with your messaging?
Brand Tone
3-4 adjectives that describe your communication style. Here are a few examples:
Sophisticated
Down-to-Earth
Witty
Refined
Friendly
Warm
Positive
Authentic
Casual
Polished
Inspired
Key Words, Ideas + Phrases
Develop a “word bank” guide to words/phrases you love, along with ones never to use.
Having an established Brand Voice Guide not only helps with writer’s block whenever you go to write an IG caption or blog post, but it also ensures everyone on your team stays on the same page.
Maintain Consistency Across All Platforms
Now that you’ve honed in on your brand voice, it’s time to carry that messaging across each communication channel. Make sure your Instagram bio, website copy, blog posts, newsletters, and all brand touch points are using the same tone, and most importantly, telling a consistent narrative. Refer back to your Brand Voice Guide often, and you’ll be well on your way to building a relationship with your online audience with each and every post.