The conference room at the New York Design Center held a diverse set of attendees for last week's Editor at Large LAUNCH class, a presentation called “Building Your Brand” put on by the Executive Vice President of Communications for SANDOW, Jessica Kleiman. The event attracted everyone from designers who just launched their own businesses to seasoned pros who need a little refresh, and even a publicist who wanted to learn from a veteran.

To begin, Kleiman described public relations as being all about a reputation, and what people think and say about designers and their brands. “It takes one-tenth of a second to make a first impression on someone,” Kleiman said. “And perception is reality.”

Jessica Kleiman

Kleiman explained how designers must have the perfect “elevator pitch” ready to go at all times. She worked with designers taking examples and offering tips to help them hone their minute-marketing. “Toot your own horn, but not too loudly,” she joked.

Attendees of the LAUNCH: Building Your Brand class

Kleiman then went on to explore other important keys to creating a successful brand and image. She shared examples of interior designers who have crafted crystal clear mission statements: Thom Filicia, Martyn Lawrence Bullard, Celerie Kemble and Nate Berkus.

Overall, Kleiman taught attendees how to differentiate themselves and their business from the competition, develop their elevator pitch, use PR techniques to create buzz and build the right kind of attention, and research potential PR/branding opportunities. By the end of class, attendees gained an understanding of basic PR principles and how to craft their personal pitch, and learned the necessary tools to start building their personal brands.

Kleiman’s course will be hosted again in the near future. Check Editor at Large’s calendar for dates and information.

For more information on LAUNCH classes, contact Kate Jerde via email or by calling 212-904-1040.