A luxury interior design firm consulted us on how they should handle brand strategy. They cited our experience with professional services branding, wondering how it aligns with luxury brand management.
The interior designer asked three questions we feel all luxury brands should consider when searching for a brand strategy agency or audience resonance agency like Valley:
- How do you apply SEO/AIO to visual search engines such as Pinterest for organic brand awareness?
- How about for a specific local or regional market?
- How do you align brand assets with a luxury residential design aesthetic?
How Do You Apply SEO/AIO to Visual Search Engines Such As Pinterest for Organic Brand Awareness?
Fortunately, optimizing marketing assets for visual search engines requires many of the same best practices as search engine optimization (SEO) and artificial intelligence optimization (AIO), also known as generative engine optimization (GEO).
SEO (or its buzz-worthy counterpart, AIO) plays strongly into Pinterest’s visual search engine. The multimodal search functionality of Pinterest is powered by traditional search signals (keywords, audience engagement, etc.). That said, the contents of the image also create AI-powered signals through what is called “computer vision”. Understanding these two important aspects of visual search play into the development of luxury brand strategy.
How About for a Specific Local or Regional Market?
Should a brand require significant local or regional focus in their brand awareness, it’s important to rely on a mixture of geotagging and social listening that focuses on searches and conversations by high performance and high net worth audiences in the brand’s desired location.
The brand strategy team at Valley extracts the trends, keywords, sentiment, and emotional signals out of social listening findings. We then use that data to position a luxury brand’s portfolio to best resonate with their target audience. This allows us to effectively reverse engineer audience interest for greater performance in the market relative to competitors.
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How Do You Align Brand Assets with a luxury Residential Design Aesthetic?
We excel in this exact type of work due to our brand strategy experience in both professional services and luxury lifestyle brands.
Professional service branding requires brands to focus on structure through expertise, experience, authority, and trustworthiness. When someone searches for a white collar brand, they look for someone who knows what they’re doing, acts with prestige, and can present themselves with social proof from prior clients. It’s all about structure and transparency.
Luxury branding requires brands to focus on identity, cultural relevance, audience experience, and market presence. When someone searches for a luxury service or product, they are looking for a brand that can help them establish their own identity, develop a certain aura, and feel good about themselves during and after any brand interactions. It’s all about desirability and feeling seen.
As you may imagine, professional services and luxury brands overlap in ways the two parties don’t often realize. Interestingly, interior design brands can find themselves right in the middle, depending on their target market segment.
Luxury residential interior designers’ branding requires both structure and desirability. High-performance audiences understand quality. However, they also understand the intrinsic value of form over utility when it comes to spatial flow in physical spaces.
We would calibrate a high-end interior designer’s marketing and branding to cater to two points that co-exist within their work:
- You are altering someone’s house. They want to know you know what you’re doing and can do it well. (Structure and Transparency)
- You are altering someone’s home. They want to see themselves in the spaces you develop and enjoy themselves during that fantasy. (Desirability and Feeling Seen)
Therefore, the brand management needs to illustrate the structure of a quality residential design firm who can do a job well done while highlighting the luxury qualities that separate them from the rest of the designers in the market. Both can be done through the feel and vibe of spaces they design.
The key is to elevate the residential design firm’s narrative in a transparent and human manner through visual appeal and technical knowhow. Social media highlights the aesthetic, while blogs, case studies, downloadable guides, and newsletters highlight the technical bits. These two together create a strong multi-channel approach to branding.
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Develop Your Luxury Interior Design Strategy With Valley
Our brand management team has successfully improved lead generation for our clients at an average of 300% due to our multi-channel, omnidirectional branding campaigns. Simply put, we’ll feed your audience information across different platforms while ensuring all brand touch points are uniform yet personalized to the channel in question.
Build a brand that your audience understands and is comforted by. You can adjust your brand messaging to best resonate with your target audience by monitoring what they say, think, and feel about residential design and the interior design industry. When you do this over time, it will feel like you’re reading their minds which give you an unfair competitive advantage.
Contact us today to develop a brand strategy that fits your goals and your audience’s needs.