Having a distinct brand is an important part of running a successful business. This week, we asked five designers—Prudence Bailey, Alexandra de Garidel, Christina Higham, Becca Meyer and Krista Watterworth Alterman—how they created a unique identity and messaging strategy for their firms.
True to You
“Stay in your lane! For me, that means leaning into what feels natural to my work: creating layered, livable spaces that mix vintage and contemporary pieces in a personal way for the client. I’ve learned that trying to appeal to everyone usually weakens a brand rather than strengthens it.” —Prudence Bailey, Prudence Bailey Interior Design, New Canaan, Connecticut
The Work Speaks for Itself
“A compelling brand rests on two essential qualities: consistency and authenticity. Your work should be immediately recognizable, and it should reflect a point of view that is genuinely your own. Over time, reputation is built less through promotion than through the steady accumulation of projects executed with rigor and conviction.” —Alexandra de Garidel, Avilda, Geneva
Person Forward
“The best brands feel like an actual person, not a marketing strategy. I’ve learned people connect to that authenticity way more than perfection. I never wanted my firm to feel overly corporate or overly curated. I want people to feel warmth, personality, luxury, humor, emotion and real life behind the brand. Whether someone finds us through Instagram, a podcast, television or a published project, I want it to feel consistent and genuinely us. Trends change constantly, but having a clear point of view never goes out of style.” —Krista Watterworth Alterman, Krista + Home, Palm Beach Gardens
Embrace Socials
“Don’t be afraid to get in front of the camera! It’s something that a lot of us loathe, but it can make a huge difference in differentiating your studio in a crowded market. We live in an era where the most powerful, successful brands have a strong persona—people want to connect with a person, not a faceless brand. Not every designer needs to build a personal brand, but I do think for some it can be a game changer. Your personal brand can humanize your studio’s identity and give potential clients a chance to connect with the person leading the work. Think about what feels authentic to you and your studio. I’m not suggesting dancing in front of the camera on TikTok—but if that feels in line with your brand and target clientele, go for it! I suggest choosing one of two platforms where you feel comfortable sharing more personal content, where you can share insights, behind-the-scenes moments, and personal reflections that align with your brand. I think of a personal brand as a way to amplify the studio brand, not replace it.” —Christina Higham, Sun Soul Style, Kauai, Hawaii
Authenticity Counts
“Build a brand from a clear point of view, not from trends or who you think you should be. The goal is not to sound like everyone else or look like everyone else. It is to create a body of work that consistently reflects who you are and who you want to attract. I've found that being authentic and true to BBMD always pays dividends and attracts fantastic clients who already trust us. I also think consistency matters more than constant visibility. Every image, caption, project and client touchpoint should feel aligned. Over time, that is what continues to build that trust.” —Becca Meyer, BB Meyer Design, Mill Valley, California
