i+D - May/June 2018 - 26

Business
of Design
Branding
Stephen Nobel,
NOBELINKS
(Image:
Ashel Parsons
Photography)

Akin to Distility's philosophy, Nobel says "deep exploration of our clients"
is critical to the brand-building process. "How do we empathize with what
matters to them? I admire brands that position the designer's empathy for their
clients' needs and the processes they go through to satisfy those needs."
Too frequently, adds Nobel, interior designers position "great portfolios and
prideful résumés" as their brand, rather than as simply benchmarks of their
work. They also confuse a style or look with their brand promise.
A truly effective brand, he explains, will "deliver on the brand promise
with surprise and delight every time a client interacts with it. Interior design
is experiential for the client. And, I might add, more profitable when the
designer aims high."
After defining an interior designer's brand, spreading the message "is a matter
of precision," Nobel explains. As successful brands focus on specific customers,
"it's important to determine where current and prospective clients are and
through what channels they will be exposed to the brand message. Online, in
print, in person are all channels through which pointed messages can
be delivered."

BARBARA THAU
is a business journalist specializing in the retail industry and
consumer news and trends. She currently is a contributing writer
for Forbes.com for which she writes the weekly column,
"Minding The Stores." She has been cited as a retail expert for
media outlets, including USA Today, National Public Radio,
and CNN Money.


https://www.tie-inc.com/portfolio/asid/ http://www.Forbes.com

i+D - May/June 2018

Table of Contents for the Digital Edition of i+D - May/June 2018

Contents
i+D - May/June 2018 - Cover1
i+D - May/June 2018 - Cover2
i+D - May/June 2018 - 3
i+D - May/June 2018 - 4
i+D - May/June 2018 - 5
i+D - May/June 2018 - 6
i+D - May/June 2018 - 7
i+D - May/June 2018 - 8
i+D - May/June 2018 - 9
i+D - May/June 2018 - Contents
i+D - May/June 2018 - 11
i+D - May/June 2018 - 12
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i+D - May/June 2018 - Cover3
i+D - May/June 2018 - Cover4
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