How can you communicate with clients who have a specific brand aesthetic?

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As a commercial interior designer, you know how important it is to create spaces that reflect the identity and values of your clients. But what if your clients have a very specific brand aesthetic that differs from your own style or vision? How can you communicate with them effectively and deliver a design that meets their expectations and goals? In this article, we will share some tips and strategies to help you bridge the gap between your creative ideas and your clients' brand requirements.

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Milin Shah

Director at SAROM FAB PRIVATE LIMITED

1 Understand their brand

The first step to communicate with clients who have a specific brand aesthetic is to understand their brand. What is their mission, vision, values, and personality? How do they want to be perceived by their customers, employees, and partners? What are their unique selling points and competitive advantages? You can ask them to provide you with their brand guidelines, mood boards, logos, colors, fonts, and other visual elements that define their brand identity. You can also research their industry, competitors, and target audience to get a better sense of their market position and expectations.

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Milin Shah

Director at SAROM FAB PRIVATE LIMITED
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> Present your work in mockups, samples, or mood boards that mirror their brand aesthetic early on. > Use their brand colors, fonts, and imagery to build trust and understanding. > Tailor your communication to their brand voice and values. Use keywords and messaging that resonate with their target audience and avoid jargon. Collaborative Feedback: Establish clear feedback channels and actively involve them in the decision-making process. Present options that align with their aesthetic while offering your expertise for informed choices.

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Patricia Alberca Ortu?o

DISE?ADORA DE INTERIORES – PROJECT MANAGER – VISUAL MERCHANDISER
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Comunicarse eficazmente con clientes que tienen una estética de marca específica es crucial en el dise?o de interiores de locales comerciales. 1. Entender su marca: El primer paso es realizar una investigación profunda sobre la marca del cliente. Esto incluye comprender su historia, valores, público objetivo y posicionamiento en el mercado. Analiza su identidad visual actual, incluyendo logotipos, colores, tipografías y cualquier otro elemento gráfico que utilicen. Esto te dará una base sólida para empezar a dise?ar un espacio que refleje fielmente su identidad.

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2 Align your design with their goals

The next step is to align your design with their goals. What are they trying to achieve with their commercial space? Is it to attract more customers, increase sales, improve productivity, enhance collaboration, or create a memorable experience? How do they measure their success and satisfaction? You can ask them to share their objectives, challenges, needs, and preferences for their space. You can also show them examples of similar projects you have done or seen that demonstrate how your design can help them reach their goals.

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Patricia Alberca Ortu?o

DISE?ADORA DE INTERIORES – PROJECT MANAGER – VISUAL MERCHANDISER
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Una vez que comprendas la marca, alinea tu dise?o con sus objetivos comerciales y de marketing. Por ejemplo, si la marca se enfoca en la sostenibilidad, considera utilizar materiales ecológicos y un dise?o que refleje este valor. Si la marca quiere atraer a un público joven y moderno, piensa en tendencias actuales y tecnología de vanguardia.

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3 Present your design with confidence

The third step is to present your design with confidence. Once you have understood their brand and aligned your design with their goals, you need to convince them that your design is the best solution for their space. You can do this by preparing a clear and compelling presentation that showcases your design concept, rationale, benefits, and outcomes. You can use sketches, renderings, floor plans, samples, and mock-ups to illustrate your design. You can also explain how your design respects their brand aesthetic, while adding your own creative touch and expertise.

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4 Listen to their feedback

The fourth step is to listen to their feedback. After you have presented your design, you need to be open and receptive to their comments, questions, and suggestions. You can ask them what they like and dislike about your design, how they feel about it, and what they would like to change or improve. You can also ask them for specific examples or references that illustrate their preferences or concerns. You need to listen carefully and respectfully, without being defensive or dismissive.

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Patricia Alberca Ortu?o

DISE?ADORA DE INTERIORES – PROJECT MANAGER – VISUAL MERCHANDISER
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La retroalimentación del cliente es vital. Escucha atentamente sus opiniones y preguntas. Esto no solo muestra respeto por sus ideas, sino que también te proporciona información valiosa que puede ser utilizada para ajustar el dise?o.

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5 Negotiate and compromise

The fifth step is to negotiate and compromise. After you have listened to their feedback, you need to find a balance between your design vision and their brand aesthetic. You need to be flexible and willing to make adjustments or revisions that address their feedback, while maintaining the integrity and quality of your design. You can also propose alternative solutions or options that meet their needs and expectations, while showcasing your skills and value. You need to be assertive and persuasive, without being aggressive or pushy.

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Patricia Alberca Ortu?o

DISE?ADORA DE INTERIORES – PROJECT MANAGER – VISUAL MERCHANDISER
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Puede haber diferencias entre tu visión y la del cliente. Es importante negociar y encontrar un punto medio que satisfaga a ambas partes. Mantén la flexibilidad, pero también sé firme en aspectos del dise?o que consideres fundamentales para el éxito del proyecto.

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6 Build trust and rapport

The sixth and final step is to build trust and rapport. Throughout the communication process, you need to establish and maintain a positive and professional relationship with your clients. You need to show them that you understand and respect their brand, that you are passionate and confident about your design, and that you are collaborative and responsive to their feedback. You need to communicate clearly and frequently, using the appropriate channels and tools. You need to deliver on your promises and deadlines, and exceed their expectations and satisfaction. By doing so, you will build trust and rapport, and create a lasting impression on your clients.

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Patricia Alberca Ortu?o

DISE?ADORA DE INTERIORES – PROJECT MANAGER – VISUAL MERCHANDISER
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Construir una relación de confianza con el cliente es clave. Esto se logra a través de la comunicación constante, la transparencia y el cumplimiento de las promesas. Una buena relación facilitará futuras colaboraciones y recomendaciones.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you communicate with clients who have a specific brand aesthetic?

1

2

3

4

5

6

7

1 Understand their brand

2 Align your design with their goals

3 Present your design with confidence

4 Listen to their feedback

5 Negotiate and compromise

6 Build trust and rapport

7 Here’s what else to consider

Commercial Interiors

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How can you communicate with clients who have a specific brand aesthetic?

1

2

3

4

5

6

7

1 Understand their brand

2 Align your design with their goals

3 Present your design with confidence

4 Listen to their feedback

5 Negotiate and compromise

6 Build trust and rapport

7 Here’s what else to consider

Commercial Interiors

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