Stop Blending In: Tell the Brand Story That Wins Clients
Why Your Brand Story Matters More Than Your Logo
Episode 128
In this solo episode of Design Dialogues, I’m exploring one of the most powerful tools an interior designer has in today’s crowded market: your brand story. With more designers setting up studios across Australia — from city hubs to growing regional areas — standing out is no longer just about your logo or your aesthetic. It’s about how you tell your story.
I share why your brand story is so important, how it helps you connect with clients on a deeper level, and the role it plays in setting you apart from the other designers in your area. Whether you’re helping a young family into their first home, supporting downsizers, or guiding clients through life transitions, your story becomes the bridge between their needs and your expertise.
If you’ve ever felt like you’re competing for attention in a saturated market, this episode will help you see why clarity and storytelling are just as crucial as your design skills.
Hope you enjoy the episode.
Beth xx
Your brand story is more than a marketing tool — it’s the thread that ties your work, your values, and your client relationships together. When told well, it not only differentiates you from other designers but also helps potential clients feel seen, understood, and confident that you’re the right fit for their project.
What We Cover in This Episode
Why style alone isn’t enough to differentiate you in today’s industry
The difference between brand design (logos, visuals) and a brand story (your unique narrative)
How your story helps clients see not just what you do, but how you help
Ways to weave your story into client touchpoints like proposals, websites, and social media
Why your brand story evolves as you and your studio grow
Beyond Aesthetic: Why Style Isn’t Enough
Most interior designers share a similar design process — briefing, concepts, documentation, delivery. Many also specialise in familiar aesthetics: coastal, modern, classic, eclectic. But style alone isn’t what makes a client choose you.
Clients may initially be drawn to your visual style, but what ultimately builds trust and secures a project is your story:
Why you design the way you do
Who you most love working with
How you help clients through transitions in life and home
Your story is what makes a family with young children feel confident you’ll create a functional home for them, or gives downsizers peace of mind as they move into a new phase of life.
The Emotional Power of Storytelling
A brand story isn’t just marketing copy — it’s emotional connection. It’s what allows potential clients to picture themselves in your care.
When told well, your story does three things:
Builds Trust – Clients see you understand more than design. You understand them.
Creates Connection – They can relate to your journey, your values, or the way you approach projects.
Differentiates You – Even if ten designers in your area offer similar services, your story is uniquely yours.
In the episode, I share why this emotional layer matters as much as your technical or creative expertise.
How to Craft and Share Your Brand Story
Your brand story doesn’t have to be complicated or polished. It should simply be authentic, clear, and consistent.
Here are some ways to start shaping and sharing it:
Reflect on Your Why – What inspired you to start your studio? Why do you love the kind of projects you take on?
Think About Life Transitions – Many design projects happen at key moments: growing families, downsizing, renovations, or new builds. How do you help clients through those transitions?
Identify Your Strengths – Do you bring calm to chaotic projects? Do you thrive in high-detail luxury spaces? Do you help simplify decisions for overwhelmed clients?
Weave It Through Everything – Your website, social media, proposals, and conversations should all echo your story.
The consistency of your story matters more than its length. Clients should be able to clearly understand who you are and why working with you feels different.
Evolving With Your Studio
One of the most beautiful things about your brand story is that it’s not fixed. It grows with you.
As your studio matures, the kinds of clients you attract will shift, your services may evolve, and your life experience will add new layers to your story. Rather than resisting change, embrace it — your evolving story is a strength that makes your business feel alive and relatable.
This Episode Is Perfect For
Interior designers competing in busy or saturated markets
Studio owners in regional areas experiencing new waves of competition
Graduates unsure how to stand out from other new designers
Designers wanting stronger marketing and client communication tools
Anyone ready to connect with clients in a more authentic, memorable way
The Takeaway
Your brand story is the one thing no one else can copy. It’s what transforms your studio from just another option into the obvious choice for the right clients.
When you’re clear about your story and consistently share it, you’ll not only attract the right projects but also create a business that feels purposeful and sustainable.
Because in interior design, beautiful spaces are expected — but it’s your story that makes clients feel confident choosing you.