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The Secret to Standing Out

Marketing for Interior Designers
Brooke Stoll, Business Consultant
Brooke Stoll, Business Consultant
Updated: 28 April 2025

In this article, you'll learn tow to:

  • Build a Strong Personal Brand – Stand out and attract the right clients.
  • Reach Your Ideal Audience – Use smart marketing strategies to grow your business.
  • Differentiate in a Crowded Market – Leverage branding and client experience to stay ahead.
Marketing Your Interior Design Business

Building a Strong Personal Brand

A strong personal brand not only sets a designer apart, but is a reflection of their unique perspective that they bring to the spaces they create. In a competitive industry, differentiation is the secret.

Ask yourself:

  • What do you want to be known for?
  • What kind of design do you want clients to seek you out for?

Your brand should clearly communicate this.

A great example is Isabel Ladd Interiors. She is known for her bold, colorful spaces and vibrant personality. Clients don’t approach her for white kitchens and beige walls, they go to her for distinctive, maximalist designs they cannot get anywhere else.

Branding Mistakes to Avoid

Copying others – Define what makes you unique rather than following someone else’s success. Craft a brand and process that directly appeals to your ideal clients. Standing out is a good thing!

Refine your onboarding experience – Branded deliverables, such as a custom welcome guide, set you apart, build trust, and support higher pricing.

Invest in yourself – Confidence in your brand and process will help you stay focused and show up authentically, avoiding the comparison trap.

marketing your interior design business

Reaching Your Audience

How to Connect with Your Ideal Clients

The first step is to clearly define your ideal client.

Ask yourself:

  • What do they do for work?
  • Do they have kids or pets?
  • How do they spend their free time?
  • Do they want to be hands-on in the design process, or prefer a turnkey service?

Once you know your audience, craft a strategy to reach them. Most designers find that Instagram and in-person connections are the most effective marketing tools. Designers with a strong brand identity and consistent visibility tend to thrive on Instagram. However, networking and word-of-mouth marketing often result in higher conversion rates due to built-in trust.

 

Choosing the Right Marketing Channels

Before investing in any marketing efforts, analyze where your best leads are coming from. Every firm is different, so tracking your lead data is essential. Generally, Instagram and Facebook perform well, but for some firms, referrals or strategic partnerships drive more business.

The Power of Storytelling

People want to buy from people, not businesses. The best way to connect with your audience is through storytelling.

Ask yourself:

  • Does your work focus on sustainable materials?
  • Do you love the thrill of sourcing the perfect antique piece?
  • Do your spaces focus on mostly custom furnishings?

Use these elements to craft stories that humanize your brand. If storytelling isn’t your strength, consider working with a brand strategist or publicist, who can help bring your narrative to life.

marketing your interior design business

Standing Out in a Crowded Market

How to Differentiate Yourself

The best designers don’t just focus on aesthetics—they build systems and client experiences that establish trust, showcase value, and create confidence. High-demand firms prioritize exceptional client experience above all else.

A great way to stand out is to consistently evaluate and improve your business. Successful firms never get too comfortable—they actively seek growth opportunities. Investing in expert advice can provide fresh perspectives and help refine your processes.

 

Leveraging Relationships to Stand Out

Interior designers work in deeply personal spaces, building intimate client relationships. By taking the time to truly understand and nurture these relationships, you can exceed expectations and create unforgettable experiences.

Example: I have worked with design firms that prioritized exceptional client experiences, resulting in millions of dollars in revenue growth simply through referrals and repeat business.

Marketing your interior design business

Achieving More with Less Effort

Designers often feel overwhelmed when marketing themselves. The key to working smarter, not harder, is clarity and support.

  • Set Clear Goals – Define your business, personal, and financial goals to ensure you're growing in the right direction.
  • Streamline Your Services – Offer only 2-3 core service categories with well-defined processes. Too many options create confusion and inefficiency.
  • Leverage Happy Clients – Word-of-mouth marketing is the most powerful tool. Overdeliver on experience, and let your clients become your biggest advocates.
  • Outsource & Automate – You can’t do everything! Hire professionals or use the right tools to streamline operations.
  • Track What Works – Analyze your data and stop investing in efforts that don’t yield results. Focus only on what drives impact.
  • Stay Focused – Stop trying to be everything to everyone. Be exceptional at what you do, and the right clients will find you.

Building a successful interior design business isn’t just about great aesthetics—it’s about positioning, relationships, and processes. By defining your brand, leveraging storytelling, and streamlining your efforts, you can stand out in a crowded market and grow your business with less effort.

Table of contents
  1. The Shortcomings of Conventional Tools for Interior Designers
  2. Breaking Away from Tradition with Programa
  3. From FF&E to beautiful client comms with Programa.
  4. Interior Design & Architecture Software For Professional Interior Designers & Architects
  5. Exclusive bonus when you attend live:
  6. 13 September 2024
  7. 11 September 2024
  8. 06 September 2024
  9. 05 September 2024
  10. 03 September 2024
  11. 02 September 2024
    1. The Hidden Cost of Chaos
    2. Enter the Digital Design Revolution
    3. Master Your Design Universe
    4. Design Intelligence at Work
    5. The Feedback Doesn't Lie
    6. Beyond Organization: Empowering Creativity
    7. A Day in the Life with Programa
    8. The Future of Interior Design is Here
  12. 14 August 2024
  13. 12 August 2024
  14. 13 August 2024
  15. 07 August 2024
  16. 08 August 2024
  17. 09 August 2024
  18. 05 August 2024
  19. 01 August 2024
    1. Why Winning Work Matters for Interior Designers
    2. The Benefits of CRM Software for Interior Designers
    3. Using Project Management Tools as a CRM
    4. Outcome
  20. 11 April 2024
    1. Highlight
    2. Other fixes
    3. With Programa’s Client Dashboard, you can:
    4. Minimalise Misunderstandings, Maximalise Results
    5. Shared Schedules and Integration with Client Dashboard
    6. Collaboration between Designers and Clients
    7. Simplify Your FF&E Selection Process
    8. Effortless Updates and Revisions
    9. Collaboration Made Easy
    10. Optimized Finishes Schedule Management
    11. The Future Of FF&E With Programa
    12. Trends You Can’t Ignore in 2025
  21. Comprehensive Guide to Client Communication Software for Interior Designers
    1. The Importance of Effective Client Communication in Interior Design
    2. 1. Schedules
    3. 2. Project Management
    4. 3. Client Dashboard
    5. 4. Pinboards
    6. 5. Financials View
    7. Recognising the Impact of Mood Boards in Design
    8. Elevate Your Mood Board Creation and Collaboration
    9. Leveraging Programa’s Pinboards Throughout the Project
  22. How to Connect with Your Ideal Clients
  23. Choosing the Right Marketing Channels
  24. How to Differentiate Yourself
  25. Leveraging Relationships to Stand Out
  • Interior Design
Reading: The Secret to Standing Out, Marketing for Interior Designers
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A strong personal brand helps interior designers attract the right clients and differentiate themselves in a competitive market. In this article, business consultant Brooke Stoll shares how to refine your brand, connect with your ideal audience, and build trust through storytelling and client experience. Learn how to avoid common branding mistakes, leverage social media effectively, and streamline your services for sustainable business growth. By focusing on differentiation, relationships, and strategic marketing, designers can stand out and scale their businesses with ease.