Brand Lift host, Tori Sikkema, discusses Marketing, SEO, Websites, and trends to help you grow your brand

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.

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. 

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.

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 around 10 to 15%, is recommended.

Don’t neglect marketing during prosperous times. Instead, it’s an opportunity to fine-tune your marketing strategy, craft the right message, and focus on building a powerful brand. By doing so, you can position yourself for sustained success and growth.

BRAND IDENTITY ATTRACT DREAM CLIENTS

A well-crafted brand message and aesthetic appeal can help design professionals attract the clients they desire and engage in work that resonates with their style and values.

One of the common mistakes Franziska points out is design professionals need to hire a professional photographer. Some believe smartphones can suffice, but she stresses that photography is the cornerstone of marketing for interior designers. A compelling portfolio is vital to showcase their work effectively, and investing in a photographer is a non-negotiable expense.

The Missing Element: showing themselves as the face of their brand.

Franziska emphasizes that potential clients want to see designers work with clients like them in their budget range and within their preferred style or location. By showcasing themselves and their clients, designers provide valuable context for potential clients to connect and self-select.

“Showing the human and vulnerable side of yourself is very powerful. You can be human. And showing that side of yourself. And being vulnerable just helps other people resonate with who you are, as a person.”

CRAFTING A SUCCESSFUL BRAND MESSAGE

Franziska introduces a three-pillar approach that helps clients craft and communicate their brand message effectively:

• Values: The Foundation of Your Brand
• Vision: Setting Your Goals
• Voice: Communicating Your Message

There’s no one-size-fits-all approach to branding and marketing. Each brand is unique, and strategies should be tailored to suit individual preferences and goals.

Finding focus and sustainability underscores the importance of prioritizing channels that align with your brand’s goals and values. Ultimately, branding should be an enjoyable and authentic journey that resonates with your unique identity and message.

Good luck, and let me know how these tips help you to grow your community!

Until next time, take one new action that lifts up your brand!

Tune in for Branding, Marketing, and Business

Franziska Neumann:

Website: https://byfzk.com/ 

Instagram: https://www.instagram.com/fzk_franziska/ 

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