In today’s democratized interior design climate, standing out as a professional is about more than good taste and a keen eye. A tasteful DIY home differs significantly from a professional’s portfolio of completed projects and satisfied clients.  As educated and experienced designers, we have unique opportunities to leverage our expertise and industry knowledge. We can leverage that edge in appealing to clients seeking quality, trust, and proven success.

First, we should not overlook formal interior design education as a powerful differentiator. Clients value professionals who have invested in their craft through rigorous academic training. It is important to showcase design degrees and certifications (e.g., NCIDQ, LEED, or ASID membership) on our websites and share our continuing education achievements on media platforms. Help clients to understand that our education equips us to handle complex design challenges, such as space planning, building codes, or product knowledge and application. We can also position ourselves as experts by participating in professional organizations like ASID and mentoring emerging designers in their professional development. Discerning clients will recognize and value professionalism over DIY or less-qualified candidates.

Next, we should not be shy about sharing stories and insights from our years of experience. Potential clients appreciate knowing our “About” journey – our design career, growth and hard-earned knowledge. Unlike newer designers, we have a vast portfolio of completed projects to demonstrate problem-solving skills and applied creativity. It recently dawned on me that I did not fully appreciate how much I knew until I realized how little my clients knew about the potential pitfalls, mistakes and missed opportunities within a design project. In other words, it is important to mentally process, log and celebrate our journey with our clients (and ourselves), be it verbal, written, visual or all of the above. Our portfolios should highlight our range of work (i.e. residential, commercial, or niche areas of focus), include “befores-and-afters,” and describe our processes and successful outcomes. Don’t let potential clients take our word alone–utilize client testimonials to help potential clients relate and realize what is at stake by moving forward with the right (or wrong) designer.

Once our services are formally engaged, sharing our design knowledge and experience becomes even more important. This includes sharing information about material options or design trends that engage and empower our clients. It also includes managing contractors, budgets, timelines and quality control. We are building trust and positioning ourselves as the client’s partner, not just a service provider. Seasoned designers often joke about the many hats we wear, not least of which is that of therapist. But this is precisely what differentiates us – our role as the expert consultant who helps alleviate pain points and reduce stress. Our level of service goes beyond aesthetics to guide our clients with clarity and confidence.

Finally, a designer’s experience is likely to include a network of satisfied clients, a treasure trove of referrals and repeat business. When we use our skills to exceed expectations, our happy clients become our best advocates. I am striving to get better at this, but when projects wrap up, we need to ask clients to articulate their experience and share their appreciation on social media via tags and reviews. It’s not about patting ourselves on the back – it’s about establishing credibility. By showcasing our credentials, sharing success stories via our portfolios, serving clients as expert consultants and earning their advocacy in return, we will position our businesses to not only survive but to thrive!