The Branding Challenge: Why Clients Choose Someone Else
For designers who attract attention but struggle to convert enquiries into projects, the issue is rarely a lack of talent. Instead, it is often a weak or unclear brand identity. Clients may see the work but fail to connect with the studio’s message, values, or positioning. A well-defined brand is more than a logo and colour palette - it is a narrative that communicates what makes a studio unique, credible, and desirable.
A strong brand starts with clarity on positioning. Designers who articulate their unique approach, specialisation, or design philosophy create differentiation in a crowded market. A luxury interior designer focusing on biophilic principles will appeal to a different audience than one specialising in bold, maximalist interiors. Without clear positioning, potential clients may struggle to understand what a designer stands for and why they should choose them.
Brand consistency is equally important. From the way a studio presents its projects to how it communicates with clients, every touchpoint should reinforce its identity. An interior designer whose brand conveys exclusivity and refined elegance should not have an inconsistent or uninspired website. A strong brand voice - confident, distinct, and aligned with the studio’s values - further strengthens its positioning.
Trust is another critical element of branding. Clients invest in designers they believe will deliver, and credibility plays a key role in that decision. Thought leadership, press features, industry recognition, and client testimonials all contribute to a brand’s authority. When potential clients see a designer consistently featured in leading publications or speaking at industry events, it reinforces their reputation and expertise.
