Branding My Design Services



Branding is important in every business, but in a creative business it is even more so.  The ambiguous nature of a creative business is such that it's hard to stamp it with any one concrete idea.  It's even harder when that business has to function in so many different ways. Interior design is particularly challenging in that regard.  I have done so many different things on projects over the years as most designers often do.  You kind of become the resident aesthetician for all things when you start working with a client.  I've done everything from design exterior facades and lay out gardens to arrange bookcases and decorate for events.  Sometimes it's just all over the place and that's just the way I like it.  I like to have as much input as I can, anywhere I can.... because I always have an opinion.  An opinion that comes from years of experience and a formal education, but most importantly, a driving passion for design.

Many designers brand themselves with a certain style and don't really welcome projects that deviate from that style.  I think these designers find it easier to brand themselves. Clients seek them out particularly for their knowledge and expertise of that style.

Not for me.  I'm not glued to any one style. I love the difference between each project. I like the challenge of working on a modern bathroom, an old world style living room, and a craftsman style kitchen all in one day.  I like working with the unique requests of my clients and coming up with solutions that are perfect for them. 

So how do I define that?  What can I produce for a client? What services do I offer?  What do you know you're getting when you hire me?  I'm constantly reassessing this and trying to hone it into a quick soundbyte.  It's never easy.

I recently looked back at many of my projects looking for a common thread and they are just all over the place in terms of design style and type.  So many different kinds of projects.  Again, I like that.  I remembered each one and what the client requests were and how I came up with the solutions and design.  They were all unique.  I was recently with a new client going over my portfolio and I kept thinking I'd done something similar to what she was wanting in the past for her to see, but no, hers was going to be different.

I sat down and considered what were the most important things I want to bring to my clients. 

• Solve the problems in the space they are requesting I address.
• Solve the problems they don't really see that they have.
• Make it beautiful or striking or relaxing or whatever their adjective is.
• Clean it up.  I do like a clean aesthetic.
• Bring ideas to the table that they wouldn't think of themselves.  That is why they're hiring me.
• Think big. After all, I'm the creative one. I have to have the big ideas.
• Make it magazine worthy. That means it needs to have unique, eye catching moments.
• Make it long lasting.  Sure, there will be things that get dated over time, but the things you invest heavily in should last.
• Don't leave the elephant in the room. When I complete a project, I like to have brought everything up to the same level of quality.  So many times people have their wish list and it doesn't include updating the big thing in the room that's going to take everything else down with it.
• Bring more value to the property. I always try to recommend improvements whether it's tweaking new construction plans or ideas for remodeling that would add value to the home. Even if it's just something that would make your house sell faster if it was on the market.

Notice the words, "stay within budget" are not included.  I have found that when clients tell me their initial budget numbers they usually aren't aware of what things cost. Many times their wish lists are far greater than their budgets.  They also sometimes include things on the list that I might feel aren't necessary to get them their end result.  They don't know what I'm going to think up for them or how much I'm going to do.  After all, they're hiring me for ideas. Something they haven't thought of.  How can they budget for that?

Now, I can work within a realistic budget, but I first like to show you what you can have.  Really 9 times out of 10, people go for it all or do it in stages because they love the design and it's something they would not have thought of.  I also find that original budget numbers are usually very conservative on their part. Most people don't tell you the maximum they'll go to right off the bat.  They approach it like a negotiation, starting low but their ceiling is almost always higher.  Not to say that you shouldn't hold back money for contingency, I'm a firm believer in that.  It's just that my experience has been that fresh ideas brought to the table can trump the cost factor.

I know, that last bit might alienate some future clients.  I hope it's taken in the right way.  Honestly at this point in my life I want projects where I can make a big impact and clients that are willing to go there with me.  I'm there to work for them, but my time is precious.  I'm not a part-time designer. I work all the time, nights and weekends too. I have clients waiting on me, repeat clients, so I have to spend my time on projects that will move my career and business forward.  I put a lot into the projects I take on and I want to make something special out of each and every one of them.  I prefer larger projects that will showcase my input. Oh, and I need to get paid for it.....on time.  :)

When I designed my studio almost two years ago, I purposely did not do a shop or a showroom. I didn't want to have a supply of items that I had to move through the doors to stay in business.  Again, I'm not all about one single style.  In one of my projects I may need rustic accessories and linen upholstery, in another I might want modern statement art and sleek leather.  I can't afford the square footage to have everything in there I might want to use on all my varied projects.  I actually do a lot of custom designed pieces.  Again, solving the unique problems of my clients in very particular ways. 

I also contemplated the multi-designer firm concept.  I decided I just can't let go enough to do that.  I've worked so hard to get here.  With my name on the door, I want to have my hand in all the design decisions. Not only that, I have a hard time trusting anyone else to read my mind and tend to the details the way I want. I like working with support, but I don't need someone who is a second "me".

 "Aston Design Studio", my business name, really states what I do. It's me, doing design, not in a retail store or with other designers in tow, but in my own studio.  I think the word studio conjours up the notion of "art" being created.

A few years ago I developed my mission statement or design philosophy and in my review, after all my re-examination, I think it's still pretty accurate, albeit a bit wordy.  Still looking for the soundbyte.:/

"My goal is to bring thoughtful, well-crafted, timeless design to each project I pursue.  The type of clients I have appreciate the time and effort I put into the design process and the high regard I have for this pursuit.  They benefit from my passion and interest in good design.  I enjoy collaborating with them to create a space that reflects their personalities, interests, and style.  Along with my clients, I want to love and be proud of each and every end result.” 


Have you branded your business? Your image? Your blog?  Was it a soul searching process for you?  Did you know what you wanted to put out there right away or did you grow into it, trying other things out along the way?  I would be interested to have your comments! 

Selling Design

Interior design services can be a hard sell. Everyone seems to be giving them away now. Furniture stores, decorative fabric stores, gift shops, contractors, etc. I've even seen a local painter that advertises free design services on the side of his truck. Don't we all know by now that nothing is free in this world? Don't we all know that time spent in "design" by a sometimes questionably self-proclaimed designer will be charged somewhere else?

If you're reading design blogs, then you probably realize the value of good design. A good designer can make a huge impact on a project and help you spend your dollars wisely. Knowledge of materials (construction and furnishings), sources, contractors, construction techniques, workrooms, and technology used in the home is critical in achieving your desired end result. Most importantly however, is the vision and ability to call on all this and be able to harmonize it in a way that gives the homeowner the look they want. It's the magic that happens when everything falls into place to create the whole. Whether it's the pleat in the drapery panel, the special carved detailing in the custom cabinetry, or the specification of special light fixtures, a designer should be able to consider all those things when creating an ambience or look in a room. I often refer to an interior designer as the conductor of the symphony. You don't have to master each and every instrument, you just have to be knowledgeable (or know who to ask to gain that knowledge) about how to use them all to work together to achieve a certain look.

Schumacher

Not everyone has the money for this. Most time hiring an interior designer is a big splurge for people. We all know this. We know that this service is not an expense "necessary" for life. However, if you are looking to make some big furnishings purchases, remodel, or build a new home, then hiring an interior designer does make sense. Having someone look at your project with objective eyes with knowledge and expertise is a good investment.

Most designers sell services and product. Whether it's furniture, window treatments, wallcoverings, tile, paint, whatever. When designers sell these products they are responsible for getting the right product to their client. They are using knowledge of their sources to come up with the best product for the job. I have so many vendors with whom I have accounts, I don't really even know how many I have. As a designer, I can access any trade only showroom out there. Really, the sky is the limit. While I have trusted vendors that I go back to time and time again, I will try new products and vendors to get what I want for my projects. Most designers that primarily sell design do the same.

Houston Rug Mart

I feel like knowledge of product services, contractors, workrooms, etc. has value and should be paid for. Therefore I do not extend my full discount to my clients. On top of my design fees, I charge a percentage of my cost on product. There must be designers out there that give clients their full discounts (or say they do) because I have had many people ask me if I will extend them my discount. What happens when the fabric comes in damaged or there is a price increase between the time I'm handed the deposit and the time the order is filled? What about all the time spent on placing and tracking orders? What about time spent on accounting and invoicing? I don't charge hourly for the placement and tracking of orders. That is covered in my percentage. Lauren Leiss describes the process well in this post on her blog.

Schumacher

Many times I have put a really low flat fee on design where a large amount of purchasing was going to occur, anticipating my profits in the product I would sell. (Okay designers, tell me I'm not the only one who made this mistake!) Living room, bedroom, etc. full of furniture, window treatments, rugs, etc. My clients took the design and went out and bought everything retail! I've even had them purchase one or two of the items (least profitable, usually) and walk with rest when I had done a very low flat fee. They ended up with much cheaper goods and many times substituted things I would never have wanted in their space. I learned fast that you have to charge properly for your design time then be competitive with product pricing. I want to provide the whole package. Not just for my profit margin, but for a happy, satisfied client with a beautiful, functional end result!

This is not to say I want to sell design only. I need to sell product to stay in business. As a business owner I can't bill my time out 8 hours a day, 5 days a week. I have many other tasks that fill my day just like any other business owner. Marketing, accounting, product research, planning, general business activities, blogging. :) I need to sell product because my hourly fee is not enough. I also want to control the quality and type of products my clients buy. I have had a client purchase an item from a retailer, after I had presented and recommended one from my sources. Yes, mine was somewhat more expensive, but the look, design, and function of the piece they chose was not at all appropriate for the space. I don't think it was worth saving a few hundred dollars (after spending many thousands) to go cheap on that one item. Of course, I don't find out about all this until AFTER the purchase is made and then I'm asked my opinion. Sticky situation.

With the internet, people can find anything they want now, more cheaply than ever before. Clients can take a design and shop it, not only with various retail sources but in cyberspace. I try to make the pricing on products I sell competitive so that my clients can afford the best product for their project. I can do that because I'm selling design too. All of my profit is not locked up in product. However, there will always be something cheaper out there and someone always willing to beat my price. I realize that and do not claim to have the cheapest pricing on goods. For example, I sell a certain brand of window shades. They are a great product and I love to use them. I can go online and find those shades all over the place. I adjust my markup so that I am competitive with other vendors. I may not the cheapest, but I'm usually in the middle somewhere. I'd much rather my client have the products I think are best for the job and purchase through me than buy elsewhere.

When I opened my new studio over a year ago, I strongly believed that good design will sell. I still hold on to that belief and purposely created a design studio vs. a retail store. Not to say I won't go there some day, maybe after I've really proven to myself that this is a viable business plan. This is in fact, a more traditional way of approaching the business of design. Offering design with competitively priced products from a large variety of sources, carefully chosen to create a unique and special look for each client.

I'd love to hear from other designers out there about how they work with clients! It's such an interesting time to really discuss how we work and contemplate how we fit in with the market these days.

By the way, check back for a giveaway I'll be offering.....something from my Showhouse room. I'll give you a hint. It starts with "flo-" and ends with "-kati"!