Interior Design Tastemaker vs. Order Taker: Which one are you?
Branding yourself as a tastemaker can transform your business from one plagued by difficult (or non-existent) clients and low profits to a trusted business that attracts ideal, high-value projects. This article explores the pitfalls of operating as an "order taker"—focused on sales over outcomes—and guides you through intentional branding, client-focused strategies, and consistent communication to cultivate a true tastemaker experience. By anticipating client needs, using emotional messaging, and avoiding common marketing mistakes like buying lists or backlinks, you'll build a sustainable, relationship-driven business that stands out.
From Order Taker to Interior Design Tastemaker: Why the Shift Matters
If you're in the interior design industry, you've likely encountered clients who haggle over every penny, drag their feet on payments, or treat you like an assistant rather than a skilled professional. These are classic signs of being seen as an order taker—someone who's more fixated on closing the deal than delivering transformative results. Order takers often end up bullied by their own clients because their branding gives "salesperson" instead of "expert guide."
On the flip side, tastemakers are the go-to confidants who prioritize the client's best possible outcome tailored to their unique situations. These professionals attract clients who respect their expertise, value their recommendations, and are willing to invest accordingly. Their suggestions carry weight, swaying decisions because they're rooted in genuine understanding rather than pushy pitches.
The truth is, if you're not deliberately crafting your brand as a tastemaker, you're defaulting to order taker status. Start by gaining clarity on who you are as an interior design pro. Ask yourself: Do I anticipate client needs and communicate solutions proactively? Or am I reacting to requests and concerns like a vendor?
As a tastemaker, you lead the conversation by presenting options, explaining outcomes, and listening intently. Repeat your clients' words back to them in your marketing materials—it shows you're tuned in and builds instant rapport. This client-centric approach isn't just nice; it's profitable. When clients feel heard and guided, they're more likely to trust your vision and refer others.
Build a Client-Focused Design Brand that Resonates
Your brand should mirror your clients' aspirations, not just showcase your portfolio. From fonts and color palettes to logo design and messaging, everything needs to evoke the emotions and lifestyle your ideal clients crave.
If choosing a business name, base it on the feelings you want to evoke, such as "tranquility" or "elegance," since all buying decisions are emotional at their core. Naming a business after yourself works if your name is brandable and memorable (think Coco Chanel). But if your name is tricky to spell or pronounce, consider choosing a different word (could still be a name but perhaps not yours).
Ditch industry jargon that alienates. No one outside your circle cares about "bespoke millwork" if it sounds pretentious—explain benefits in plain language, like "custom storage that simplifies your daily routine." Avoid convoluted "how we work" pages that overwhelm; keep it simple and relatable to prevent prospects from feeling talked over.
Embrace Intention and Strategy for Magnetic Appeal
Intention draws clients in because it signals reliability in a relationship-driven field. Don't just create services—build an audience first, then promote thoughtfully.
The "build it and they will come" idea is a myth. Imagine launching a stunning new website for your interior design firm, complete with galleries and testimonials, only to hear crickets. Building an organic audience requires action, such as SEO-focused blogging, email marketing, and compiling all your contacts into a useable mailing list.
Steer clear of shortcuts such as buying mailing lists or backlinks. Purchased email lists often contain outdated or uninterested contacts, leading to low engagement, high spam complaints, and potential legal issues under laws like CAN-SPAM. And according Mailchimp, these purchased lists damage your sender reputation, pushing future emails to spam folders.
Similarly, buying backlinks violates Google's guidelines, risking penalties that would damage your search rankings. A study from Ahrefs shows sites with poor links often face algorithmic downgrades, undoing months of legitimate SEO work. Organic growth through content and networking brings far better, sustainable results.
The more direct and best way to build your audience is to niche down: Specify who you serve (e.g., busy families with a penchant for renovated farmhouses) or what you offer (e.g., eco-friendly design). Generalists blend into the background, evoking apathy; specialists spark action and memorability.
Hold off on announcing ideas until they're polished services. Premature hype can confuse if plans fizzle. When ready, plan your rollout: Timing and consistent wording prevent misunderstandings. Assume clarity is your responsibility—not every mix-up is the lead's fault.
Master Consistent, Realistic Communication as an Interior Design Tastemaker
Consistency builds trust; erratic messaging erodes it. As an interior design tastemaker, repeat your offers strategically to cut through the noise.
Research backs this: The Marketing Rule of 7, popularized by experts like those at the University of Maryland, states prospects need to encounter your message at least seven times before it registers for action. But for initial attention, aim for around 7-10 exposures across channels. A Microsoft study suggested 6-20 touches for optimal impact, emphasizing repetition's role in familiarity. Vary it—discuss your kitchen remodel service through lenses like countertop trends, appliance innovations, or cabinetry styles—to keep it fresh.
Schedule wisely: For existing services, promote 4 weeks pre-launch, then weekly until debut. Post-launch, send emails or blogs every 2-4 weeks. This cadence nurtures without overwhelming.
Words of Caution for Aspiring Interior Design Tastemakers
Most interior design pro websites undersell services, overshare owner bios, and ignore client stories. Flip it: Highlight transformations, not just "about me" sections.
Don't hide behind impersonal branding—no photos, no anecdotes, no direct emails. This makes your business feel robotic. Use social media sparingly but personally; email newsletters foster deeper connections.
In summary, stepping into interior design tastemaker status means prioritizing outcomes, emotions, and relationships. Avoid shortcuts, communicate consistently, and watch your business evolve from reactive to revered.
FAQs
What’s the difference between an order taker and an interior design tastemaker? An order taker focuses on sales and reacts to client demands, often leading to discounts and delays. An interior design tastemaker anticipates needs, guides decisions, and delivers tailored outcomes, earning trust and premium pricing.
Why shouldn’t I buy mailing lists or backlinks for my interior design business? Mailing lists lead to spam complaints and legal risks, damaging your email reputation. Backlinks violate search engine rules, potentially penalizing your site and hurting visibility—opt for organic growth instead.
How often should I promote my services to grab attention as an interior design tastemaker? Aim for 7-10 repetitions in varied formats, per the Marketing Rule of 7 and studies like Microsoft's, to build familiarity without overwhelming your audience.
Can I name my business after myself? Yes, if it's brandable and easy to remember; otherwise, choose a name evoking the emotions your clients seek for stronger appeal.
How do I make my brand more client-focused? Use visuals and messaging that reflect their lifestyle, avoid jargon, and incorporate their words in your content to show you're listening and aligned with their needs.
