Brand Lift Tori Sikkema

Shifting Gears: Christina Kim Shares How Her Design Firm is Making an Intentional Brand ShiftChristina Kim, founder of Christina Kim Interior Design. Once an aspiring actress, her obsession with design and her innate curiosity led her to the world of interiors. Based in Manasquan, New Jersey, Christina has interior design projects across the U.S.. Christina's work is influenced by scenes from LA, NYC, and Paris (all places she has lived), bringing both a West Coast sensibility and the East Coast into her designs. Christina is known for her warm yet modern interiors with a distinctive edge and specializes in the ground-up construction of modern homes.
 Noteworthy achievements include serving as an ambassador for the New York Design Center and her participation in the Kips Bay Decorator's Showhouse Dallas, where her captivating ombre pink stairway design made a memorable entrance moment.
Get inspired as Tori shares her innovative approach to storytelling through photography, unveiling the power of capturing emotion, authenticity, and the essence of design in every frame.
[5:29] THE CHALLENGES INTERIOR DESIGNERS FACE
Design today is an exciting challenge as we navigate the ever-growing influence of AI and new tools that are reshaping our creative landscape. We're in a race to keep up with the pace of innovation, all while global uncertainties touch our economy and client behavior. Budget-consciousness is becoming a trend, and large projects can sometimes feel daunting. You've got this! In our post-pandemic world, clients are eager for quick results. This may seem at odds with the thoughtful and deliberate process of interior design, but it's an opportunity for us to flex our creative muscles without compromising quality.
Christina believes in a touch of authenticity and a nod to the roots of design. She underscores the need to take a breather in the creative journey to allow innovative and personal ideas to bloom. Striking this harmony between tech-brawn and human creativity could be our secret sauce in standing out in a bustling market.
[7:57] EMBRACING CHANGE IN THE INTERIOR DESIGN INDUSTRY
The post-COVID-19 era has brought about a paradigm shift where clients are increasingly prioritizing:
CostSpeedEfficiency
Christina realized that this change was more than a trend; it was a signal that her brand needed to evolve. Her clients were not just looking for design services; they were seeking solutions aligned with their new priorities. This realization sparked Christina's journey towards transforming her brand.
Christina's "Andre pink moment" project at the Dallas Kips Bay Show House is a key part of her brand. This work showed off her skill with bright colors and big patterns. She felt these elements were missing in her other work because of current trends towards white and minimalism.
So, stay true to your core while being open to change. It's about saying "loudly and proudly" who you are as a designer, not conforming to trends or client demands that don't align with your vision.
"I wanted to figure out how I could create that for myself and let my clients and potential clients know I am interested in this. I do want to explore color, pattern, and other things." - Christina Kim
[10:44] THE REBRANDING PROCESS IN INTERIOR DESIGN
At the heart of any successful branding or rebranding endeavor lies the designer's ability to introspect and...

Meaghan Shanley, Design Publicist and PR Consultant
Meaghan Shanley is the founder of Evergreen PR, a boutique agency driven by her desire for a more personalized approach to client relationships. Her goal is to ensure clients feel seen, heard, and celebrated while providing invaluable support in achieving their business goals. With over a decade of public relations expertise, Meaghan is a highly experienced PR consultant specializing in interior design. Her impressive track record demonstrates her ability to connect designers with the right audiences and showcase their work in the best possible light.
Throughout her extensive PR career, Meaghan has collaborated with iconic design luminaries, including Sasha Bikoff, Plain English, de Gournay, and Hollywood's go-to interior designer, Brigette Romanek, for her vintage-inspired furniture line with Mitchell Gold + Bob Williams. Founding Evergreen PR in 2022, Meaghan drew from her experience in both boutique and large-scale PR agencies, recognizing the importance of a genuine connection with clients. Working one-on-one with interior designers, her approach is collaborative, educational, and sustainable for long-term success.
Get inspired as Meaghan shares her expertise in interior design PR, her strategies for connecting designers with high-net-worth clients, and her passion for elevating brands through creative storytelling and strategic public relations.
[6:46] BUILDING A STRONG CLIENT-PR RELATIONSHIPWhen it comes to PR, it's not just about the numbers or the media coverage; it's about the people behind the brand. Meaghan points out that your ideal client should be someone with whom you share a connection, mutual trust, and respect. These qualities form the foundation of a successful partnership.
A virtual connection can be as impactful as an in-person meeting. Being responsive and proactive is essential. The client should feel confident that their PR representative will assist them.
One of the key insights Meaghan shares is the power of authentic storytelling. Your experiences can become valuable content for media pitches. Sharing these unique experiences can humanize your brand or persona, making it more relatable to your target audience.While PR professionals are experts in navigating the changing media landscape, clients should always feel comfortable expressing their preferences. Meaghan believes in the importance of having conversations about what the client wants, more or less specific publications they're keen on, and their overall goals.
[9:27] UNDERSTANDING WHAT PR IS AND ISN'TPR is not a guaranteed outcome; it involves organically pitching stories to editors and hoping they'll be shared with readers. Unlike marketing, which focuses on promoting your service directly, PR relies on earned media – the result of successful storytelling. Meaghan acknowledges that while it may not always yield immediate returns, successful PR has numerous benefits:
Word of Mouth: Over time, it increases positive word-of-mouth referrals.Targeted Clientele: It helps attract the right clients for your business.Trade Relationships: PR can lead to new trade partnerships.Online Presence: It drives traffic to your website and boosts social media engagement.Increased Fees: Successful PR allows you to charge higher fees due to your credibility.Marketing Material: PR results can be used in newsletters, blogs, and social media.Long-Term Value: It enhances your brand's reputation, aiding future business endeavors.
PR is all about how people perceive, experience, and interact with your brand. It's that elusive "buzz" that captures the...

Franziska Neumann, Brand Designer & Strategist
Franziska Neumann is a seasoned professional and the visionary founder behind FZK, a creative agency specializing in the enhancement and stewardship of online presence for professional service providers. She brings together a unique blend of aesthetics and technology, showcasing a career path that has evolved from interior design and architecture to the craft of building distinctive brands. With a notable portfolio that includes features in prominent magazines, appearances on HGTV, and recognition on the Oprah Show, Franziska's journey into online presence began when she realized the need to anchor her growing exposure. 
Get inspired as Franziska shares her guide to helping her clients gain visibility, allowing them to shine, describe their passion, and see how that could be translated into a visual story.
[3:44] OPRAH MOMENT.
Franziska's story begins with a "magical moment" many of us can only dream of – the Oprah moment. While she wasn't the one gracing Oprah's stage, her connection to this iconic show began her extraordinary career shift.
Franziska and her partner then lived in a cozy 350-square-foot apartment in Chelsea. They transformed their space into a functional and aesthetically pleasing abode through creativity and resourcefulness. Their expertise quickly garnered recognition as small space experts.
Yet, amidst this setback, something remarkable emerged. Franziska discovered a new passion and skill set: web development. Armed with the ability to build websites, she embarked on a new career path. This transition allowed her the flexibility to work from home, a valuable advantage for a new parent. 
[6:43] MARKETING MAGIC: KEY TRENDS FOR THE HOME INDUSTRY
Her early days were filled with hours spent browsing interior design magazines in coffee shops and bookstores—a practice that allowed her to discern emerging trends long before they hit the mainstream. Her passion for trend forecasting led her to a dream gig in the field.
Franziska shared insightful observations when asked about the key marketing trends for the home industry in 2024.
"Human interaction and in person connection is still special. And I think we have a new appreciation for being together and respecting each other and just enjoying collaboration in person."
Franziska Neumann
Franziska underscored the importance of events as a pivotal element in marketing strategy. Creating meaningful, in-person experiences for clients and collaborators can foster lasting connections and brand loyalty. In a world where kindness and respect are paramount, events can be a powerful platform for showcasing expertise and building valuable relationships.
AI can't replicate the empathy, authenticity, and relatability that real individuals bring.
[8:59] WHERE SHOULD DESIGN PROFESSIONALS INVEST FOR MAXIMUM IMPACT?
During a significant shift during the pandemic, many designers were inundated with work, leading them to halt their marketing efforts temporarily. While this response might seem intuitive at first glance, it is, in fact, counterintuitive.
Franziska passionately encourages interior designers and business owners to recognize the importance of maintaining a marketing budget even when times are good.
Dedicating a portion of your gross revenue to marketing, typically...

Ericka Saurit, Brand and Marketing Strategist and Consultant
Ericka is the founder of Saurit Creative, a boutique brand marketing agency dedicated to supporting and elevating brands within the home industry. With a global perspective and a wealth of experience in both interior design and brand marketing leadership, Ericka has played a pivotal role in digital product development and brand strategy at Airbnb in San Francisco, writing the Design for Hosting guidelines and creating content to educate hosts on exactly how to uplevel their listings using interior design as a sales tool. Ericka's unique blend of skills in interior design and marketing drives her passion for transforming businesses into standout brands. 
Get inspired as Ericka shares her practical and original approaches to marketing and branding—with frameworks to help you craft unforgettable brand narratives and to learn the fundamentals of marketing so that you can build genuine, unbreakable trust with your audience online.  
06:41 - KEY MARKETING TRENDS FOR THE HOME INDUSTRY.
The COVID-19 pandemic brought about a seismic shift in our relationship with our living spaces. Suddenly, our homes transformed into multifunctional hubs where we work, eat, learn, and unwind. This newfound focus on the quality of our living spaces triggered a surge in demand for interior designers across the spectrum, from e-designers to vacation rental specialists and even artisans. The home design industry was booming, and designers were busier than ever.
Should they continue to say yes to every opportunity, or should they take a step back and reevaluate their approach?
WHAT'S YOUR STRATEGY?
Ericka understands that in times of potential slowdown or normalization, it's essential for designers to be discerning about the clients and projects they accept. Rather than panicking and slashing marketing budgets, Ericka advocates for a more strategic approach: to view downtime as an opportunity for introspection and improvement.
Instead of minimizing their marketing efforts, believing they need to save money and protect their businesses, do this instead:
·       Use this period of relative calm to rethink their brand and messaging.
Understanding what your brand truly represents and crafting the right message for your clients is vital. This involves a deep dive into your brand identity, ensuring it aligns with your vision for your business.
"Rather than fearing the changing tides, successful designers embrace the opportunity to redefine their brand and marketing strategy during slowdowns. In the world of design, adaptation is the key to lasting success."
Ericka Saurit
09:28 - MARKETING BUDGETS FOR OPTIMAL RESULTS
A fundamental principle holds true: before you can effectively create a website, marketing collateral, or dive into the realm of social media, you must have a solid and clear brand message.
Ericka understands that a strong brand message lays the foundation for a successful marketing strategy. It's not just about how you visually present your brand; it's about the story you want to tell, the values you want to convey, and the ideology you represent.
Ericka's approach is clear:
·       Get your brand message straight. Once that foundation is solid, you can visualize your brand and determine which marketing channels and assets to prioritize.
"Your marketing budget first must be spent on getting that story straight."
A muddled or unclear brand message can create challenges when building a website. A website isn't just a place to...

The Importance of Strategy in Navigating Marketing Trends with Michelle Peranteau
Michelle Peranteau, Marketing & Communications Consultant and Brand Strategist
Michelle Peranteau is a creative and innovative professional with comprehensive consumer brand and omnichannel marketing expertise. Michelle is a partner at Katie Brockman & Co., a full-service business development and marketing agency whose clients are all best in class in their design area—having led marketing and PR for notable global luxury brands such as Baume & Mercier, Matouk, and Harry Winston. With a passion for brand building and a knack for motivating teams, Michelle excels in 360° strategy development, collaborating with internal partners to achieve brand growth. Her mastery extends to various areas, including brand positioning, P&L management, digital marketing, and strategic partnerships, making her a seasoned expert with a demonstrated understanding of the unique needs of High-Net-Worth Individuals (HNWI).
Get inspired as Michelle talks about her experiences, future marketing trends, optimal allocation of marketing budgets, marketing partnerships, and mainstream media leveraging strategies.  
[4:09] HOW DO YOU CONNECT YOUR BACKGROUND IN THE LUXURY JEWELRY AND WATCH BRANDS INDUSTRY TO YOUR CURRENT COLLABORATIONS?
Michelle’s experience in leading marketing and PR for jewelry and watch brands has shaped her approach to working with interior designers and design professionals. 
Her key insight is that understanding the creation process—from materials used to craftsmanship—is vital. Going beneath the surface, asking about motivation, inspiration, and the materials used adds depth to her role as a marketing professional for the design community.
She advises to:
1. Value the Process: Understand that the creation process is just as necessary as the end result.
2. Explore Motivation and Inspiration: When working with designers, delve into the motivation and inspiration behind their creations.
3. Understand Materials: Gain insights into the materials used in the design process and appreciate their significance.
4. Develop Insights: Use your knowledge of the materials, crafts, and processes to be a valuable marketing professional in the design community.
5. Highlight Craftsmanship: Emphasize the importance of craftsmanship and the skilled individuals who bring designs to life.
[5:05] WHAT ARE THE 2024 MARKETING TRENDS FOR THE HOME INDUSTRY, LUXURY BRANDS, AND DESIGN PROFESSIONALS?
Despite the multitude of social media platforms, analytics, digital marketing initiatives, and newsletters, Michelle stresses the importance of having a well-defined brand. 
Without a clear brand identity, all other marketing tactics lose their significance. Embracing and prioritizing brand awareness is the foundational element that makes a business stand out.
“The relationship between an interior photographer and an interior designer has to be approached like dating. There needs to be connection and chemistry.”
Michelle Peranteau
[7:41] WHAT’S THE OPTIMAL ALLOCATION FOR MARKETING BUDGETS IN DESIGN AND HOME BRANDS?
There is significant value in investing in a collaborative agency partner as a strategic use of marketing dollars. The partner should ask challenging questions and push the business beyond its comfort zone, extracting compelling...

Jennifer Smiga, Founder of Ultraviolet (UV) and UV's Ultra Collective
Jennifer Smiga founded Ultraviolet (UV), a digital marketing agency that creates effective strategies and activities for home brands and design professionals to thrive online. She is also the visionary behind UV's Ultra Collective, an innovative AI-powered platform designed to address the challenges interior designers and home brands face in collaborative endeavors.
Get inspired as Jennifer shares her knowledge and experiences in brand strategy, identity, content and influencer marketing, and social media. 
[4:18] HOW CAN HOME BRANDS AND DESIGN PROFESSIONALS HARNESS ANTICIPATED KEY TRENDS IN DIGITAL MARKETING?
The evolution of websites from static brochure-style pages to dynamic, content-rich platforms underscores the importance of adding valuable, locally relevant information to improve search engine rankings.
For professionals, especially designers in specific regions, sharing insights about regional design, trends, and even local building codes can signal to search engines and potential clients that you are an active expert in your field.
This transformation in web content strategy is a powerful tool for enhancing visibility and trust in your professional services.
Jen advises to:
1. Acknowledge the evolving landscape in your industry.
2. Regularly update your website with valuable content.
3. Focus on local expertise and how you approach design in your specific region.
4. Utilize different content formats like blogs, FAQ pages, or expertise showcases.
5. Demonstrate your activeness and knowledge in your field through your website.
[8:29] WHERE TO INVEST YOUR MARKETING DOLLARS FIRST?
[10:38] WHERE SHOULD YOU PRIORITIZE YOUR MARKETING INVESTMENTS?
[11:08] WHAT IS A SUCCESSFUL DIGITAL MARKETING CAMPAIGN?
[14:20] COMMON MISTAKES IN INTERIOR DESIGN | BRAND PHOTOGRAPHY
[16:48] HOW TO BECOME A BRAND PARTNER AND HAVE A SUCCESSFUL PARTNERSHIP?

Good luck, and let me know how these tips help you to grow your community!Until next time, take one new action that lifts your brand!Tune in for Branding, Marketing, and Business 
Tori Sikkema:Website: https://torisikkemaphotos.com/
Instagram: https://www.instagram.com/torisikkemaphotography/
Pinterest: https://www.pinterest.com/torisikkemaphotos/
YouTube: https://www.youtube.com/channel/UCEpOyhNNzp6yFwzPLYR8xQQ
 
Jennifer Smiga:Website:  https://ultravioletagency.com/
Instagram:  https://www.instagram.com/ultraviolet_agency/
Facebook:a...