A brand is intentional about its choices. Brands matter because they endure and can be shared easily. You want a brand that stands for something—to just the right stature of people. It should say a lot about the experience of design with you the right way to the right people.
You know what certain brands stand for: Tiffany (luxury gift), Chanel (fashionable style), BMW (ultimate driving experience). What will your brand stand for? Ask yourself, what two or three words describe your brand? How would you like someone to describe it to a prospective client? How would a current or former client describe it?
A brand speaks volumes about a business to its clients, even more than a design “look” or portfolio, starting with the name of the business. So, before the search for clients comes the search for the name of the business.
Article found at American Society of Interior Designers National Website.