Brand Lift

21: Shifting Gears: Christina Kim Shares How Her Design Firm is Making an Intentional Brand Shift

SHIFTING GEARS: CHRISTINA KIM SHARES HOW HER DESIGN FIRM IS MAKING AN INTENTIONAL BRAND SHIFT Christina Kim, founder of Christina Kim Interior Design. Once an aspiring actress, her obsession with design and her innate curiosity led her to the world of interiors. Based in Manasquan, New Jersey, Christina has interior design projects across the U.S.. Christina's work is influenced by scenes from LA, NYC, and Paris (all places she has lived), bringing both a West Coast sensibility and the East Coast into her designs. Christina is known for her warm yet modern interiors with a distinctive edge and specializes in the ground-up construction of modern homes.  Noteworthy achievements include serving as an ambassador for the New York Design Center and her participation in the Kips Bay Decorator's Showhouse Dallas, where her captivating ombre pink stairway design made a memorable entrance moment. Get inspired as Tori shares her innovative approach to storytelling through photography, unveiling the power of capturing emotion, authenticity, and the essence of design in every frame. [5:29] THE CHALLENGES INTERIOR DESIGNERS FACE Design today is an exciting challenge as we navigate the ever-growing influence of AI and new tools that are reshaping our creative landscape. We're in a race to keep up with the pace of innovation, all while global uncertainties touch our economy and client behavior. Budget-consciousness is becoming a trend, and large projects can sometimes feel daunting. You've got this! In our post-pandemic world, clients are eager for quick results. This may seem at odds with the thoughtful and deliberate process of interior design, but it's an opportunity for us to flex our creative muscles without compromising quality. Christina believes in a touch of authenticity and a nod to the roots of design. She underscores the need to take a breather in the creative journey to allow innovative and personal ideas to bloom. Striking this harmony between tech-brawn and human creativity could be our secret sauce in standing out in a bustling market. [7:57] EMBRACING CHANGE IN THE INTERIOR DESIGN INDUSTRY The post-COVID-19 era has brought about a paradigm shift where clients are increasingly prioritizing: 1. Cost 2. Speed 3. Efficiency Christina realized that this change was more than a trend; it was a signal that her brand needed to evolve. Her clients were not just looking for design services; they were seeking solutions aligned with their new priorities. This realization sparked Christina's journey towards transforming her brand. Christina's "Andre pink moment" project at the Dallas Kips Bay Show House is a key part of her brand. This work showed off her skill with bright colors and big patterns. She felt these elements were missing in her other work because of current trends towards white and minimalism. So, stay true to your core while being open to change. It's about saying "loudly and proudly" who you are as a designer, not conforming to trends or client demands that don't align with your vision. "I wanted to figure out how I could create that for myself and let my clients and potential clients know I am interested in this. I do want to explore color, pattern, and other things." - Christina Kim [10:44] THE REBRANDING PROCESS IN INTERIOR DESIGN At the heart of any successful branding or rebranding endeavor lies the designer's ability to introspect and critically assess where they stand in their career and how they feel about their work. Designers are not just selling a service; they're offering a vision, an experience, and an extension of their client's identity. The challenge lies in staying true to one's creative essence while adapting to changing market trends, client needs, and technological advancements. It's about finding the right mix between keeping a familiar and beloved brand look and updating parts to attract new and current clients. How do we do that?  * Conduct a thorough self-assessment to determine if the current brand aligns with where you are in your business and how you feel about it * Forecasting trends * Finding the right partners * How to communicate this change without alienating the existing clientele [18:14] BRAND SHIFTS For interior designers, a brand shift is a strategic step toward staying relevant, resonant, and competitive in a saturated market. Kim, known for her innovative and client-focused design philosophy, infused her brand with a bold garnet red. This move reflected her style and set her apart in the industry. By sharing her rebranding journey on social media, she prepared her clients for the change and engaged them in her evolution. Surprisingly, many clients who had worked with her on projects vastly different from her new aesthetic reached out with positive feedback, appreciating the authenticity and boldness of her new brand identity. "Focus on authenticity and specificity in your branding. This approach ensures that your brand resonates with clients who share your values and aesthetic preferences, making the connection more meaningful and the projects more fulfilling." -Christina Kim [23:32] NEW BRAND IDENTITY THROUGH MESSAGING Every interaction with clients should feel personal, and every chat with our clients should feel like a friendly catch-up. By putting art and personal touch at the heart of Christina's brand, she stands out from the crowd, offering a refreshing alternative to the often impersonal, one-size-fits-all designs generated by AI. Christina's dedication to keeping it real and staying creative stands out. By shaking off the shackles of standardized messaging and embracing a more personal, artful outlook, Christina is rewriting the rulebook for interior design branding. "Time becomes such a big thing. You can't turn out your best design without someone cracking a whip for faster results." -Christina Kim Good luck, and let me know how these tips help you to grow your community! Until next time, take one new action that lifts your brand! Tune in for Branding, Marketing, and Business Christina Kim: Website: https://www.christinakiminteriordesign.com/ [https://www.christinakiminteriordesign.com/] Instagram: https://www.instagram.com/ckiminteriordesign/?hl=en [https://www.instagram.com/ckiminteriordesign/?hl=en] Pinterest: https://pin.it/4J92ikM17 [https://pin.it/4J92ikM17]  Tori Sikkema: Website: https://torisikkemaphotos.com/ [https://torisikkemaphotos.com/] Instagram: https://www.instagram.com/torisikkemaphotography/ [https://www.instagram.com/torisikkemaphotography/] Pinterest: https://www.pinterest.com/torisikkemaphotos/ [https://www.pinterest.com/torisikkemaphotos/] YouTube: https://www.youtube.com/channel/UCEpOyhNNzp6yFwzPLYR8xQQ [https://www.youtube.com/channel/UCEpOyhNNzp6yFwzPLYR8xQQ] LET'S JUMP ON A CALL HERE [https://torisikkemaphotos.com/contact], CHECK OUT THE GREAT RESOURCES ON MY BLOG, AND SIGN UP FOR MY NEWSLETTER HERE [https://torisikkemaphotos.com/blog/]. FOLLOW ME ON INSTAGRAM, TOO! @TORISIKKEMAPHOTOGRAPH [https://www.instagram.com/torisikkemaphotography/]Y CONNECT WITH CHRISTINA Website: https://www.christinakiminteriordesign.com/ [https://www.christinakiminteriordesign.com/] Instagram: https://www.instagram.com/ckiminteriordesign/ [https://www.instagram.com/ckiminteriordesign/]

20: Elevate Your Brand with Meaghan Shanley's PR Tips for Designers

Meaghan Shanley, Design Publicist and PR Consultant Meaghan Shanley is the founder of Evergreen PR, a boutique agency driven by her desire for a more personalized approach to client relationships. Her goal is to ensure clients feel seen, heard, and celebrated while providing invaluable support in achieving their business goals. With over a decade of public relations expertise, Meaghan is a highly experienced PR consultant specializing in interior design. Her impressive track record demonstrates her ability to connect designers with the right audiences and showcase their work in the best possible light. Throughout her extensive PR career, Meaghan has collaborated with iconic design luminaries, including Sasha Bikoff, Plain English, de Gournay, and Hollywood's go-to interior designer, Brigette Romanek, for her vintage-inspired furniture line with Mitchell Gold + Bob Williams. Founding Evergreen PR in 2022, Meaghan drew from her experience in both boutique and large-scale PR agencies, recognizing the importance of a genuine connection with clients. Working one-on-one with interior designers, her approach is collaborative, educational, and sustainable for long-term success. Get inspired as Meaghan shares her expertise in interior design PR, her strategies for connecting designers with high-net-worth clients, and her passion for elevating brands through creative storytelling and strategic public relations. [6:46] BUILDING A STRONG CLIENT-PR RELATIONSHIP When it comes to PR, it's not just about the numbers or the media coverage; it's about the people behind the brand. Meaghan points out that your ideal client should be someone with whom you share a connection, mutual trust, and respect. These qualities form the foundation of a successful partnership. A virtual connection can be as impactful as an in-person meeting. Being responsive and proactive is essential. The client should feel confident that their PR representative will assist them. * One of the key insights Meaghan shares is the power of authentic storytelling. Your experiences can become valuable content for media pitches. Sharing these unique experiences can humanize your brand or persona, making it more relatable to your target audience. * While PR professionals are experts in navigating the changing media landscape, clients should always feel comfortable expressing their preferences. Meaghan believes in the importance of having conversations about what the client wants, more or less specific publications they're keen on, and their overall goals. [9:27] UNDERSTANDING WHAT PR IS AND ISN'T PR is not a guaranteed outcome; it involves organically pitching stories to editors and hoping they'll be shared with readers. Unlike marketing, which focuses on promoting your service directly, PR relies on earned media – the result of successful storytelling. Meaghan acknowledges that while it may not always yield immediate returns, successful PR has numerous benefits: * Word of Mouth: Over time, it increases positive word-of-mouth referrals. * Targeted Clientele: It helps attract the right clients for your business. * Trade Relationships: PR can lead to new trade partnerships. * Online Presence: It drives traffic to your website and boosts social media engagement. * Increased Fees: Successful PR allows you to charge higher fees due to your credibility. * Marketing Material: PR results can be used in newsletters, blogs, and social media. * Long-Term Value: It enhances your brand's reputation, aiding future business endeavors. PR is all about how people perceive, experience, and interact with your brand. It's that elusive "buzz" that captures the attention of your target audience and persuades them to engage with your services or products. “You're in the intimacy business; you create moments with textures, colors, and objects.” Adam Davidson (author of The Passion Economy: The New Rules for Thriving in the 21st Century) [16:31] THE REALITY OF TIME IN PUBLIC RELATIONS Meaghan experience in running her PR firm, Evergreen PR, has taught her a valuable lesson that she wants all potential clients to understand: “Press takes time.” This fundamental truth often gets overshadowed by the desire for quick results. Clients sometimes approach PR professionals with the misconception that within a month, they can turn around significant and timely features in the media. The essence of PR lies in building relationships with editors and becoming a reliable source for them and their readers. Editors are real people who can't be controlled like advertising placements can. Therefore, it's essential to respect the editorial process and recognize that building these relationships takes time. "Earned media, which is organically pitching these stories you're not paying for, is the result of super strong storytelling, consistency, strategy being very intentional about the story you're telling." [22:14] WHAT IS A SUCCESSFUL PR STRATEGY FOR INTERIOR DESIGNERS? What do you want your clients to know about you? Successful interior designers don't just create beautiful spaces; they tell compelling stories through their work. To set yourself apart, narrow down your story and avoid generalizations. Infuse your personality into your narrative, and ask yourself why you do what you do beyond financial gain. While interior designers excel at crafting visual narratives through their work, translating these narratives into words that resonate with clients can be challenging. Meaghan highlights the difficulty of designers being "too immersed" in their work, and this is where branding specialists can assist. They can ask probing questions to help designers articulate their vision verbally. Photography plays a significant role in visual storytelling. Meaghan emphasizes that professional photography is essential to support your messaging. Whether for PR, your website, or advertising, high-quality images are your most potent selling tool. Meaghan also offers some photography tips that editors appreciate: * Not cutting off chair legs in straight-on shots, * Shooting with the lights off to avoid a real estate look, and * When planning your shot list, consider capturing the unique stories within each design element. Crafting a successful PR strategy requires a deep understanding of your design narrative, effective communication, and the use of professional photography to bring your vision to life. [33:26] MEAGHAN CONSISTENTLY DELIVERS FOR HER CLIENTS With Ahmad AbouZanat, an emerging designer based in both New York City and Texas. Meaghan took on the challenge of working with him, aiming to establish his presence in the interior design industry. Over the course of a year, their collaboration bore fruit, showcasing the incredible impact of a consistent branding strategy. Meaghan's Approach and Ahmad’s Success: The focus was clear: position him as an up-and-coming designer dedicated to crafting modern, elegant interiors with functionality at the forefront. Meaghan strategically highlighted Ahmad’s notable projects in iconic New York City buildings, emphasizing his unique design approach. The Results of Consistency: The efforts paid off significantly. Within a year, Ahmad secured a coveted spot on House Beautiful's Next Wave list, an accomplishment that speaks volumes about the effectiveness of Meaghan's consistent messaging. Three Home Tour features, over 25 press mentions, and participation in the prestigious Kips Bay Decorator Show House followed suit. To top it off, Christie's International Real Estate Magazine recognized Ahmad as a design visionary. Meaghan’s Advice on Consistency: Meaghan's success with Ahmad AbouZanat serves as a testament to the transformative power of consistency. In her own words, maintaining a focused message throughout all their pitching efforts was key to securing these accolades. [35:24] WHAT SETS EVERGREEN PR APART IN THE WORLD OF INTERIOR DESIGN PR There are many talented design publicists in the industry, each with their unique niches and areas of expertise. Some work with designers and influencers, while others focus on project placement or larger home brands. Some specialize in sustainability, while others have broader specializations. The diversity within the PR landscape for interior design is what keeps the industry vibrant and dynamic. So, what makes Evergreen PR different? Meaghan's approach to PR is deeply rooted in her passion for working with interior designers. She exclusively collaborates with interior designers, which sets her agency apart. This singular focus allows her to fully immerse herself in her clients' worlds and provide personalized, one-on-one attention. "I really don't think that there is a secret sauce. I think there's so many talented design publicists out there. If you're an interior designer, I think it's about aligning yourself with the one that you connect with, not only on a personal level, but that aligns with your brand and your firm." Meaghan strategic approach to connecting interior designers with high-net-worth clients is grounded in niche specialization, aligned messaging, and targeted networking. By understanding the preferences and habits of their ideal clients and positioning themselves strategically, designers can successfully attract high-net-worth individuals seeking their unique design expertise. GOOD LUCK, AND LET ME KNOW HOW THESE TIPS HELP YOU TO GROW YOUR COMMUNITY! UNTIL NEXT TIME, TAKE ONE NEW ACTION THAT LIFTS UP YOUR BRAND! TUNE IN FOR BRANDING, MARKETING, AND BUSINESS Meaghan Shanley: Website: https://www.evergreenprconsulting.com/ [https://www.evergreenprconsulting.com/] Instagram: https://www.instagram.com/evergreenprconsulting/ [https://www.instagram.com/evergreenprconsulting/] Tori Sikkema: Website: https://torisikkemaphotos.com/ [https://torisikkemaphotos.com/] Instagram: https://www.instagram.com/torisikkemaphotography/ [https://www.instagram.com/torisikkemaphotography/] Pinterest: https://www.pinterest.com/torisikkemaphotos/ [https://www.pinterest.com/torisikkemaphotos/] YouTube: https://www.youtube.com/channel/UCEpOyhNNzp6yFwzPLYR8xQQ [https://www.youtube.com/channel/UCEpOyhNNzp6yFwzPLYR8xQQ]

19: The Digital Landscape: Designing Your Dream Business Online Franziska Neumann | FZK

Franziska Neumann, Brand Designer & Strategist Franziska Neumann is a seasoned professional and the visionary founder behind FZK, a creative agency specializing in the enhancement and stewardship of online presence for professional service providers. She brings together a unique blend of aesthetics and technology, showcasing a career path that has evolved from interior design and architecture to the craft of building distinctive brands. With a notable portfolio that includes features in prominent magazines, appearances on HGTV, and recognition on the Oprah Show, Franziska's journey into online presence began when she realized the need to anchor her growing exposure.  Get inspired as Franziska shares her guide to helping her clients gain visibility, allowing them to shine, describe their passion, and see how that could be translated into a visual story. [3:44] OPRAH MOMENT. Franziska's story begins with a "magical moment" many of us can only dream of – the Oprah moment. While she wasn't the one gracing Oprah's stage, her connection to this iconic show began her extraordinary career shift. Franziska and her partner then lived in a cozy 350-square-foot apartment in Chelsea. They transformed their space into a functional and aesthetically pleasing abode through creativity and resourcefulness. Their expertise quickly garnered recognition as small space experts. Yet, amidst this setback, something remarkable emerged. Franziska discovered a new passion and skill set: web development. Armed with the ability to build websites, she embarked on a new career path. This transition allowed her the flexibility to work from home, a valuable advantage for a new parent.  [6:43] MARKETING MAGIC: KEY TRENDS FOR THE HOME INDUSTRY Her early days were filled with hours spent browsing interior design magazines in coffee shops and bookstores—a practice that allowed her to discern emerging trends long before they hit the mainstream. Her passion for trend forecasting led her to a dream gig in the field. Franziska shared insightful observations when asked about the key marketing trends for the home industry in 2024. "Human interaction and in person connection is still special. And I think we have a new appreciation for being together and respecting each other and just enjoying collaboration in person." Franziska Neumann Franziska underscored the importance of events as a pivotal element in marketing strategy. Creating meaningful, in-person experiences for clients and collaborators can foster lasting connections and brand loyalty. In a world where kindness and respect are paramount, events can be a powerful platform for showcasing expertise and building valuable relationships. AI can't replicate the empathy, authenticity, and relatability that real individuals bring. [8:59] WHERE SHOULD DESIGN PROFESSIONALS INVEST FOR MAXIMUM IMPACT? During a significant shift during the pandemic, many designers were inundated with work, leading them to halt their marketing efforts temporarily. While this response might seem intuitive at first glance, it is, in fact, counterintuitive. Franziska passionately encourages interior designers and business owners to recognize the importance of maintaining a marketing budget even when times are good. * Dedicating a portion of your gross revenue to marketing, typically around 10 to 15%, is recommended. Don't neglect marketing during prosperous times. Instead, it's an opportunity to fine-tune your marketing strategy, craft the right message, and focus on building a powerful brand. By doing so, you can position yourself for sustained success and growth. [10:50] BRAND IDENTITY ATTRACT DREAM CLIENTS A well-crafted brand message and aesthetic appeal can help design professionals attract the clients they desire and engage in work that resonates with their style and values. One of the common mistakes Franziska points out is design professionals need to hire a professional photographer. Some believe smartphones can suffice, but she stresses that photography is the cornerstone of marketing for interior designers. A compelling portfolio is vital to showcase their work effectively, and investing in a photographer is a non-negotiable expense. The Missing Element: showing themselves as the face of their brand. Franziska emphasizes that potential clients want to see designers work with clients like them in their budget range and within their preferred style or location. By showcasing themselves and their clients, designers provide valuable context for potential clients to connect and self-select. "Showing the human and vulnerable side of yourself is very powerful. You can be human. And showing that side of yourself. And being vulnerable just helps other people resonate with who you are, as a person." [19:07] CRAFTING A SUCCESSFUL BRAND MESSAGE Franziska introduces a three-pillar approach that helps clients craft and communicate their brand message effectively: * Values: The Foundation of Your Brand * Vision: Setting Your Goals * Voice: Communicating Your Message There's no one-size-fits-all approach to branding and marketing. Each brand is unique, and strategies should be tailored to suit individual preferences and goals. Finding focus and sustainability underscores the importance of prioritizing channels that align with your brand's goals and values. Ultimately, branding should be an enjoyable and authentic journey that resonates with your unique identity and message. Good luck, and let me know how these tips help you to grow your community! Until next time, take one new action that lifts up your brand! Tune in for Branding, Marketing, and Business Franziska Neumann: Website: https://byfzk.com/ [https://byfzk.com/]  Instagram: https://www.instagram.com/fzk_franziska/ [https://www.instagram.com/fzk_franziska/]

16: Marketing has the Power to Change the World

Ericka Saurit, Brand and Marketing Strategist and Consultant Ericka is the founder of Saurit Creative, a boutique brand marketing agency dedicated to supporting and elevating brands within the home industry. With a global perspective and a wealth of experience in both interior design and brand marketing leadership, Ericka has played a pivotal role in digital product development and brand strategy at Airbnb in San Francisco, writing the Design for Hosting guidelines and creating content to educate hosts on exactly how to uplevel their listings using interior design as a sales tool. Ericka's unique blend of skills in interior design and marketing drives her passion for transforming businesses into standout brands.  Get inspired as Ericka shares her practical and original approaches to marketing and branding—with frameworks to help you craft unforgettable brand narratives and to learn the fundamentals of marketing so that you can build genuine, unbreakable trust with your audience online.   06:41 - KEY MARKETING TRENDS FOR THE HOME INDUSTRY. The COVID-19 pandemic brought about a seismic shift in our relationship with our living spaces. Suddenly, our homes transformed into multifunctional hubs where we work, eat, learn, and unwind. This newfound focus on the quality of our living spaces triggered a surge in demand for interior designers across the spectrum, from e-designers to vacation rental specialists and even artisans. The home design industry was booming, and designers were busier than ever. Should they continue to say yes to every opportunity, or should they take a step back and reevaluate their approach? WHAT'S YOUR STRATEGY? Ericka understands that in times of potential slowdown or normalization, it's essential for designers to be discerning about the clients and projects they accept. Rather than panicking and slashing marketing budgets, Ericka advocates for a more strategic approach: to view downtime as an opportunity for introspection and improvement. Instead of minimizing their marketing efforts, believing they need to save money and protect their businesses, do this instead: ·       Use this period of relative calm to rethink their brand and messaging. Understanding what your brand truly represents and crafting the right message for your clients is vital. This involves a deep dive into your brand identity, ensuring it aligns with your vision for your business. "Rather than fearing the changing tides, successful designers embrace the opportunity to redefine their brand and marketing strategy during slowdowns. In the world of design, adaptation is the key to lasting success." Ericka Saurit 09:28 - MARKETING BUDGETS FOR OPTIMAL RESULTS A fundamental principle holds true: before you can effectively create a website, marketing collateral, or dive into the realm of social media, you must have a solid and clear brand message. Ericka understands that a strong brand message lays the foundation for a successful marketing strategy. It's not just about how you visually present your brand; it's about the story you want to tell, the values you want to convey, and the ideology you represent. Ericka's approach is clear: ·       Get your brand message straight. Once that foundation is solid, you can visualize your brand and determine which marketing channels and assets to prioritize. "Your marketing budget first must be spent on getting that story straight." A muddled or unclear brand message can create challenges when building a website. A website isn't just a place to showcase your work; it's also a platform to tell your story and connect with your audience. It's where you aim to resonate with your visitors and, yes, even convert them into clients. 13:20 - THE POWER OF INTERIOR DESIGN PHOTOGRAPHY: COMMON MISTAKES Ericka's first point is simple yet crucial: not having photography is a missed opportunity. Photography is a cornerstone of effective branding for any designer or design professional. It's the visual language that speaks volumes about your work, your style, and your brand's personality. But having photography alone isn't enough. It's about ensuring that your images align with your brand message. If your approach to interior design has evolved or shifted, your existing photography may no longer represent your current values and identity. In such cases, Ericka suggests refreshing your image library to better align with your brand's current direction. "Photography isn't just about pretty pictures; it's about visual storytelling. Without compelling photography that aligns with your brand, conveying your message becomes a much more challenging task. So, invest in photography—it's one of the first and most important investments you can make in your business." 17:45 - HOW TO PARTNER EFFECTIVELY WITH MARKETING PROFESSIONALS Ericka is all about mindset. For a successful partnership with marketing professionals, designers must be willing to step out of their comfort zones and trust in the expertise of their chosen partners. Trust is the linchpin here. Ericka believes that trust is why there are various professionals to work with, allowing designers to find the right fit for their needs. One tip to consider is to be open to their suggestions to unlock the full potential of the partnership. This openness mirrors the relationship designers have with their clients, where clients trust the designer's expertise in interior design. Once designers have embraced the mindset necessary for collaboration, they become more willing to invest in various aspects of their business. These investments extend beyond marketing professionals to encompass other areas where professional help is required. Ericka's final piece of advice is a reminder that while professionals can create marketing materials and strategies, the designer must create the core brand message and authenticity. Designers should not simply hand over their brand identity but should actively participate in the process, understanding the reasons behind the strategies and messaging created for them.   Good luck, and let me know how these tips help you to grow your community! Until next time, take one new action that lifts up your brand! Tune in for Branding, Marketing, and Business   Ericka Saurit: Website: https://sauritcreative.com/ [https://sauritcreative.com/] Instagram: https://www.instagram.com/sauritcreative/ [https://www.instagram.com/sauritcreative/] Pinterest: https://www.pinterest.ph/SauritCreative/_saved/ [https://www.pinterest.ph/SauritCreative/_saved/] Marketing School for Creatives [https://www.marketingschoolforcreatives.com/waitlist] launching on November 6!  Tori Sikkema: Website: https://torisikkemaphotos.com/ [https://torisikkemaphotos.com/] Instagram: https://www.instagram.com/torisikkemaphotography/ [https://www.instagram.com/torisikkemaphotography/] Pinterest: https://www.pinterest.com/torisikkemaphotos/ [https://www.pinterest.com/torisikkemaphotos/] YouTube: https://www.youtube.com/channel/UCEpOyhNNzp6yFwzPLYR8xQQ [https://www.youtube.com/channel/UCEpOyhNNzp6yFwzPLYR8xQQ]

18: The Importance of Strategy in Navigating Marketing Trends

The Importance of Strategy in Navigating Marketing Trends with Michelle Peranteau Michelle Peranteau, Marketing & Communications Consultant and Brand Strategist Michelle Peranteau is a creative and innovative professional with comprehensive consumer brand and omnichannel marketing expertise. Michelle is a partner at Katie Brockman & Co., a full-service business development and marketing agency whose clients are all best in class in their design area—having led marketing and PR for notable global luxury brands such as Baume & Mercier, Matouk, and Harry Winston. With a passion for brand building and a knack for motivating teams, Michelle excels in 360° strategy development, collaborating with internal partners to achieve brand growth. Her mastery extends to various areas, including brand positioning, P&L management, digital marketing, and strategic partnerships, making her a seasoned expert with a demonstrated understanding of the unique needs of High-Net-Worth Individuals (HNWI). Get inspired as Michelle talks about her experiences, future marketing trends, optimal allocation of marketing budgets, marketing partnerships, and mainstream media leveraging strategies.   [4:09] HOW DO YOU CONNECT YOUR BACKGROUND IN THE LUXURY JEWELRY AND WATCH BRANDS INDUSTRY TO YOUR CURRENT COLLABORATIONS? Michelle’s experience in leading marketing and PR for jewelry and watch brands has shaped her approach to working with interior designers and design professionals.  Her key insight is that understanding the creation process—from materials used to craftsmanship—is vital. Going beneath the surface, asking about motivation, inspiration, and the materials used adds depth to her role as a marketing professional for the design community. She advises to: 1. Value the Process: Understand that the creation process is just as necessary as the end result. 2. Explore Motivation and Inspiration: When working with designers, delve into the motivation and inspiration behind their creations. 3. Understand Materials: Gain insights into the materials used in the design process and appreciate their significance. 4. Develop Insights: Use your knowledge of the materials, crafts, and processes to be a valuable marketing professional in the design community. 5. Highlight Craftsmanship: Emphasize the importance of craftsmanship and the skilled individuals who bring designs to life. [5:05] WHAT ARE THE 2024 MARKETING TRENDS FOR THE HOME INDUSTRY, LUXURY BRANDS, AND DESIGN PROFESSIONALS? Despite the multitude of social media platforms, analytics, digital marketing initiatives, and newsletters, Michelle stresses the importance of having a well-defined brand.  Without a clear brand identity, all other marketing tactics lose their significance. Embracing and prioritizing brand awareness is the foundational element that makes a business stand out. “The relationship between an interior photographer and an interior designer has to be approached like dating. There needs to be connection and chemistry.” Michelle Peranteau [7:41] WHAT’S THE OPTIMAL ALLOCATION FOR MARKETING BUDGETS IN DESIGN AND HOME BRANDS? There is significant value in investing in a collaborative agency partner as a strategic use of marketing dollars. The partner should ask challenging questions and push the business beyond its comfort zone, extracting compelling stories.  Michelle believes that the decision to start a business is a readiness indicator for an agency partner, regardless of the business’s size. She suggests: 1. Invest in Collaboration: Consider investing your marketing dollars in a collaborative agency partner for strategic support. 2. Value External Perspectives: Recognize the invaluable insights from outside eyes looking into your business. 3. Seek a True Partnership: Look for an agency partner committed to walking with you through the business growth journey. 4. Embrace Discomfort: A good agency partner should be willing to push you out of your comfort zone for growth and innovation. [10:56] WHAT ARE COMMON MISTAKES DESIGN PROFESSIONALS MAKE IN PHOTOGRAPHY? You can compare the relationship of an interior photographer and an interior designer to dating. Establishing a connection, chemistry, and mutual understanding between the two parties is important.  Mistakes often arise when this “courting” stage is overlooked, leading to a lack of understanding. Since designers entrust their work, a public and private skill, to photographers, thorough planning for success is crucial.  Spending time together, having conversations, and doing due diligence before the shoot are emphasized as essential steps for a smooth and successful collaboration. Her tips to avoid mistakes are:  1. Build Connection: Invest time in building a connection and mutual understanding between the photographer and designer. 2. Ensure Understanding: Mistakes can be avoided when there is a deep understanding between the parties involved, preventing potential issues during the shoot. 3. Plan for Success: View the collaboration as an excellent opportunity to plan for success, ensuring the relationship is well-established before the shoot. [14:10] WHEN SHOULD A DESIGN PROFESSIONAL ENGAGE A MARKETING PARTNER? Conducting interviews and conversations is recommended to ensure a good fit between the design professional and the agency. For designers engaged in whole-home projects, Michelle sees it as a tipping point to consider partnering with a PR agency, as these projects provide a comprehensive and compelling story that PR professionals love to bring to life.  A mutual understanding between the designer and the agency is encouraged. Not every partnership will click, but when it does, it propels designers, even those with less experience, onto the center stage.  [21:03] HOW CAN A DESIGNER LEVERAGE THEIR PROJECTS THROUGH THE MEDIA? You have to look beyond the surface when pitching design projects to the media. Instead of merely showcasing the beauty of a whole home, explore the motivation behind the homeowner’s decisions.  A compelling story can be crafted by identifying unique angles, such as a designer working on multiple homes for the same client.  Michelle shares a successful example involving a designer with a notable heritage and how the story was pitched to The Wall Street Journal, resulting in a front-page feature. The lasting impact of the article is a testament to the effectiveness of finding unconventional story angles and connecting with the right editor. The essential things are to: 1. Identify Unique Angles: Look for unique angles in design projects, such as a designer working on multiple homes for the same client. 2. Go Beyond Traditional Publications: While traditional shelter publications are valuable, consider unconventional story angles for other media outlets. 3. Highlight Unconventional Twists: Look for unconventional twists or details that can make a design project stand out.   Good luck, and let me know how these tips help you to grow your community! Until next time, take one new action that lifts your brand! Tune in for Branding, Marketing, and Business Katie Brockman Co. 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