How We Define Ourselves in These Transitional Times

As my new site launch quickly approaches, I find myself digging deep for my personal definition.  Call it brand, call it identity, whatever it is, I'm really struggling.  I have a personal brand or view of what I think I represent, but that is not entirely in keeping with what YDF will be, or needs to be to appeal to our target market. 

When site development first began I put aside this copy of New York Magazine that really grabbed me.  It has Jackie O on the cover, and although a bit grainy and loose, the overall was timeless and classic, but current at the same time.  I want the site to evoke that same emotional response.  The question has always been, will that appeal to my audience?  Yes, it represents me as a designer, but is it too sophisticated for my mass market target?

I attended an event put on by Woman's Post last week.  It was a panel discussion of entrepreneurs.  They spoke of their start, the process and abstract advice.  The common thread was be true to your brand.  Be true to your product, don't dumb it down, don't conform.  If you are clear about who you are and what you offer, so too will be your client. 

This is a common discussion at home, as I live with an online marketer and designer.  The process is always, know your target and design to appeal to them.  This formula works, or at least always has.

I personally think we live in a time where the internet, television and global branding have really broken down the barriers.  I know people who live in basement apartments that wear Gucci.  I also know Forest Hill Millionaires that pick up the essentials at Wall-mart.  How then do we ensure we're reaching the broadest group, representing our product, representing us, and making everyone feel warm and fuzzy about the process all around?

My friend Klaus Nienkamper Jr. sent me his rough site today.  He's having it revamped and has been at it for months.  The process can be exhausting.  He wanted my 2 cents on where it stands now, pre-launch.  As the link opened I was overwhelmed by the familiar pang of questioning.  I loved it.  It spoke to me much as the New York Magazine cover did.  The Nienkamper brand is synonyms with classic and timeless design.  Klaus Sr. has tirelessly and unforgivingly maintained his vision.  The new site for Klaus by Nienkamper truly captures the essence while speaking to the pioneering and progressive concept that the store front now represents.  Of course, it's all presented in what appears to be the simplest package.  Amazing.

So, I got a bit down about my site again.  It really is a fantastic design, and truly answered everything I hoped of it.  It is however, an example of me speaking more to what I think mass market will want to see, as opposed to allowing my clients the benefit of the doubt.  Having faith that you are all indeed sophisticated and exposed and will get that my slick and designery site, speaks to the fact you are dealing with a designer.  Your Designer Friend is a mass market concept that allows design services and resources to be accessed by everyone.  We are however still designers, and although our fees are accessible, our image and in turn our services will always come from highly trained, and dare I say cool individuals.  The site should speak to that first, right?

The site is in a bit of redesign as I type.  I'm trusting my gut and those highly competent guts from the event last week.  There's a reason agencies are paid thousands, sometimes hundreds of thousands to capture and portray the essence of their client's brand, message, and audience.  I've also realized that the very worst client is in fact a fellow designer.  I have been an absolute nightmare.  I do think this process, be it difficult and at times heated will in the end not represent a brand, but rather the people that stand behind it much like the direct but all encompassing WOMAN.ca does.  Can't get more relatable and clear.   

This is me, painfully aware of the fact I am really quite unaware of what is expected of my brand.  I'm pretty in touch with why people choose us over other firms so I'm rolling with that. 

We're in a recession see what everyone else is doing, and slide into that little niche between them.  Be clear about what you represent and believe in it.  Brand it?!, and tell the world about it.  Everyone is ready to listen, as even the most reliable services and products are being exposed as otherwise right now.  These are the times when a good idea can catch, and the underdog is more likely to get the vote.  Underdog, hey that's a brand too ask Susan Boyle.

Melissa Davis, Your Designer Friend
		About the author:
		Melissa Davis is Your Designer Friend.  As the founder of the first exclusively online interior design firm, she brings you a complete interior design, renovation and shopping experience at designerfriend.ca.  Prior to launching YDF, Melissa helped build a successful interior design firm servicing commercial, hospitality, residential and retail clients across Canada and the United States for more than 13 years.  An avid design and art blogger, she offers a current and approachable perspective on the rapidly expanding design and decor industry.
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