Successful branding goes a lot deeper than a cool logo or flashy website. The best interior design brands tell a story about a firm that (the right) people return to over and over. Want to forge an identity that will help your business soar? These industry pros have advice.

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hen New York designer Nicole Fisher rebranded her business this year in honor of its 10th anniversary, she knew she had to go all in. “You can’t reinvent yourself halfway,” she says. “It just doesn’t feel authentic. So we really had to commit to overhauling everything from A to Z—fonts, language, text, visuals—anything that has to do with the brand.”