Over the course of my 17-year career in interiors marketing, the importance of building a strong brand has become increasingly evident. Branding typically encompasses both visual and verbal identity. If we cast our minds back to the prehistoric times of an internet-less world, branding was largely about business visibility - it was the first step to getting noticed. But with the rise of social media and the ever-increasing challenge of standing out in a crowded industry, bringing yourself to the forefront is now more important than ever.
This is where personal branding comes in. More than just a buzzword, personal branding is about curating and controlling the narrative around your professional identity. It’s about shaping how you are perceived by clients, collaborators, and the industry at large. In a world where expertise is abundant, people don’t just buy services - they buy into people. Your signature style, your approach, and your values all contribute to how you differentiate yourself in an industry that thrives on aesthetics and storytelling.
But the reality is, there’s no secret formula. The gap between where you are and where you aspire to be isn’t insurmountable. With these five intentional choices, you can narrow that gap and create the success you desire.
Why Does Personal Branding Matter?
Your personal brand is your professional reputation. Whether you’re an interior designer, an architect, or a creative director, how you position yourself influences the kinds of projects you attract and the opportunities that come your way. Here’s why cultivating a strong personal brand is essential:
Recognition in a competitive market – Interiors is a saturated space. A clear personal brand helps you become memorable and builds trust with potential clients.
More meaningful connections – Your brand acts as a filter, attracting like-minded clients and collaborators who align with your values and design philosophy.
Authority and influence – A well-crafted personal brand can position you as an industry leader, whether through speaking engagements, press features, or thought leadership.
Consistency breeds trust – When people see consistency in your visual identity, messaging, and values, it fosters trust and credibility.
Defining Your Personal Brand
Developing a signature style goes beyond choosing a colour palette or a clever Instagram bio. It requires self-reflection and strategy. Start by considering:
What are your core values? What principles define your work and approach?
What’s your unique perspective? How do you see design differently from others in your field?
Who is your ideal client? Who do you want to attract, and what problems do you solve for them?
How do you communicate? From your tone of voice to the way you tell stories about your work, your communication style is a key part of your brand.
Bringing Your Interior Design Brand to Life
Once you’ve defined your personal brand, the next step is bringing it to life across multiple touchpoints. This includes:
Your digital presence – Your website, social media profiles, and portfolio should all consistently reflect your brand.
Your visual identity – Typography, colour palettes, and imagery should align with your personal brand’s essence.
Your content strategy – Thoughtful content, whether blog posts, Instagram reels, or speaking engagements, should reinforce your brand positioning.
Your client experience – Every interaction, from an initial enquiry to project delivery, should feel cohesive and aligned with your brand identity
There are some sterling examples of strong personal brands within the UK interiors industry.
Sophie Robinson - Sophie has established herself as the go-to authority on bold colour and pattern in interiors. Through her carefully cultivated personal brand, she has amassed numerous TV appearances, hosted workshops, and launched a successful podcast alongside the formidable Kate Watson-Smyth. Every aspect of her work - whether educational or inspirational - is infused with her distinctive, playful aesthetic, making her brand instantly recognisable and unmistakably her own
Kelly Hoppen - one of the most well-known names in British interiors, Kelly’s brand is synonymous with luxury, clean lines, and timeless design. Her presence spans books, masterclass, and product collaborations, making her a powerhouse in personal branding.
Abigail Ahern – A pioneer of the dark and moody interiors trend, Abigail has successfully leveraged her unique design philosophy to create an aspirational yet accessible brand, with a strong retail presence and a loyal following.
Each of these designers has developed a clear, recognisable personal brand that extends beyond their projects. Whether through books, social media engagement, or collaborations, they have each cultivated a reputation that aligns with their design philosophy and attracts their ideal clients.
Evolving with Your Interior Design Brand
A personal brand isn’t static. As your career evolves, so will your brand. The key is staying intentional and ensuring that each new project, collaboration, or marketing initiative still aligns with your core identity. Consistency is crucial, but so is adaptability - after all, the best brands grow with you.
By investing in your personal brand, you take control of how you’re perceived, attract the right clients, and build a business that feels uniquely yours. In an industry driven by aesthetics, taste, and personality, standing out isn’t just about what you create - it’s about how you present yourself to the world.
Whether you’re just starting out or looking to refine your brand, taking a strategic approach to your personal branding will pay dividends. After all, the most successful interior designers don’t just design spaces - they design their own professional presence too.
Jess Sims
Jess is the founder of The Doers, a marketing collective built to give home and lifestyle brands everything they need under one roof. With a deep understanding of the interiors, property, and homeware sectors, she brings a strategic yet hands-on approach to brand building, digital marketing, and content. Passionate about crafting marketing that feels as personal as the spaces we live in, Jess connects businesses with the right experts from her trusted freelance network - delivering impactful, flexible, and results-driven marketing without the overhead of a traditional agency.
