Raise Your Profile as a Residential Interior Designer - Without Ever Speaking to Camera

Before We Start: 

I'd like you to review your social media and website for me...

...or even better, get a friend or family member (someone unfamiliar with your work) to do it for you.

We're searching for evidence of you, putting ourselves in the shoes of prospective clients, and quickly scanning your public materials to check that - at the very least - it's easy to find:

1. Your first name (at least)
2. An encouraging (warm and friendly) photo of you
3. Your biography, or some information just about you

I look at lots of interior designer's websites, Instagram, etc., and it constantly amazes me that a significant minority of small design businesses are utterly faceless - with not so much as a first name to help a client complete the salutation, "Dear...?". 

I would not approach a small service provider - even one that was recommended to me - if there was no friendly-looking, human contact. I know this because last week I didn't approach a marketing business for this very reason. 

Why You Matter as the Face of Your Brand

Using an interior designer for the first time is an exciting prospect, but it can also be slightly scary. Clients might worry about being judged, or having someone else's taste imposed on them, they might simply be apprehensive of a process that seems mysterious and overwhelming.

Clients need encouragement to act. 

In a world where AI design tools and digital solutions are fast emerging as competitors, the most powerful differentiator you have is you. Clients don’t just buy design, they buy confidence, taste, and leadership. They buy into the person who embodies the vision and values of the brand.

Becoming the visible face of your business doesn’t just make you recognisable, it elevates your perceived value. It's a necessary step towards achieving what economists call Veblen status: the prestige factor that allows you to:

• command higher fees,
• attract the right kind of projects, and
• build a pipeline of demand.

When you have a strong, human-led brand presence, you fill your client pipeline and gain the freedom to be selective, choosing projects that align with your vision, build your portfolio, and fuel long-term growth. Clients are drawn not just to your aesthetic, but to who you are. When they sense your expertise, character, and values through your public presence, it builds parasocial trust: that subtle sense of connection that makes them more likely to choose you, even before you’ve met.

And there’s a strategic urgency to this. As digital design solutions become more sophisticated, it will become harder to justify the premium of bespoke, human-led services...unless you build a visible brand that positions you as a tastemaker, thought leader, and trusted guide. Your presence becomes the justification for the value you offer.

The question isn’t whether you should step forward: it’s how you’ll do it in a way that feels authentic to you.

A THOUGHT EXPERIMENT: 

Imagine you had limitless funds to hire a superstar designer to represent your brand. Who would you choose? What qualities would you want them to embody: vision, style, charisma, authority, trustworthiness? Why would they resonate with your ideal clients, and how would their presence impact your brand’s reputation, relationships, and the types of projects you win?

Here’s the catch: you are that superstar.

Being visible isn’t vanity, it’s a responsibility. It reassures clients, builds trust, and signals that you are serious about your work.

In a competitive market, it’s not enough to create beautiful rooms, you need to show the world the visionary behind the designs.

Finding Your Level: How to Build Visibility on Your Terms

Stepping into the role of brand ambassador doesn’t mean becoming a full-time content creator or forcing yourself in front of the camera if that’s not your style. Visibility isn’t one-size-fits-all.

There are different ways to show up for your business, different levels of presence that let you build your profile gradually, at a pace that feels right for you.

Think of it like this:

 • Paddle in the shallows by expressing your brand voice via the written word.

 • Wade a little deeper by including natural, candid photos of yourself in your spaces.

 • Dive into deeper waters when you’re ready, with audio or video content that brings your personality to life.

The key is to remember that every step counts. Visibility is a process, not an overnight transformation, and it’s one of the most valuable investments you can make in the long-term health of your business.

Let’s be honest: the thought of speaking to camera gives many of us the ick. You became a designer to create beautiful spaces, not to become a content creator. Yet the reality is clear: if you want to grow your business, attract higher-paying clients, and stand out from the crowd, you need to raise your profile.

The good news? You don’t have to turn into a talking head on Instagram Reels to do it.

There are powerful, subtle, and entirely authentic ways to build visibility, authority, and trust - without ever speaking directly to camera. Let’s break them down: 

🌿 Stage 1: Paddling in the Shallows – Your Voice as Your Brand

Start where you feel safe: with your words. Think of your business as a 'tone of voice without a face.'

Many designer studios thrive without the titular head ever stepping fully into the spotlight. They make their presence felt through:

 • Opinion-led posts on LinkedIn or a blog.

 • Gratitude posts about their team.

 • A clear, values-led bio on their website and social media.

 • Consistently weaving their design and governing values into everything they share.

 • Building a reputation for excellence to the point of being quoted in the press.

You can also transmit your brand’s unique flavour in more creative ways:

 • Develop a signature sign-off - a phrase that becomes your calling card.

 • Curate a visual brand lexicon - specific colours, textures, or fonts that are unmistakably yours.

 • Share a monthly perspective, e.g. “Design Detail I Love” - a small but telling glimpse into your taste.

 • Build brand familiarity by sharing routines and rituals - like the flower arrangement you always keep in the studio, or the scent you burn before a presentation, or even occasional narrative around the office dog.

Your voice is your brand. While remaining professional, write as you speak, let your personality shine through in your copy. Once you've written enough opinion pieces, articles, posts and blogs, your readers will feel like they know you, even if they rarely see you. 

📸 Stage 2: Caught on Camera – Without Posing or Performing

Once you’re ready for your person to appear, you can show up without performing.

Think of it as being gently 'caught on camera':

 • A photo of you adjusting a cushion, sketching, working, or walking through a space.

 • A refreshed 'About' page with a professional photo and a warm introduction.

 • A pinned 'Meet the Designer' post at the top of your social media feed.

 • A candid photo with personal message or call-to-action at the end of a carousel post.

These subtle touches build familiarity and help clients feel like they know you - without you ever needing to speak on film.

Remember: while it may feel awkward to do, to an outside observer it looks completely natural.

🎙️ Stage 3: Use Your Voice (Without Showing Your Face)

Not ready for video? Let your voice do the work.

A voiceover on a project reel or a narrated slideshow can break down barriers, make your brand feel personal, and introduce clients to your tone and perspective. It’s also a more forgiving medium: reading from a script feels far easier when you’re not also worrying about your expression, posture, or lighting.

And sometimes, it’s useful for clients to hear the person behind the designs. I occasionally mention my Scottish roots, and once had to console a client who I think felt slightly cheated that I didn’t have the Scottish accent to go with.

Visibility Is Service, Not Vanity

Here’s the truth: being visible isn’t about ego. It’s about helping the right clients find you.

By showing up - through your words, your photos, or your voice - you make it easier for clients to trust you. They see consistency. They recognise your style. They feel connected before they ever reach out.

The Female Perspective on Visibility: From Modesty to Empowered Presence

For many women, especially those raised with traditional values, the idea of stepping into the spotlight feels…wrong. We’re taught to be modest, to avoid being 'too much', to blend in and downplay our achievements. We fear being perceived as arrogant, pushy, or self-important.

Social media presents all kinds of challenges and we worry what our friends of family will think, when they see us 'showing off' on Instagram: "Who does she think she is!".

But this modesty, while socially ingrained, can be a quiet barrier to business success. In interior design, where personal branding and client trust are paramount, reluctance to show up can hold you back.

Clients want to feel connected. They’re not just buying a design, they’re investing in a relationship, a perspective, and a sense of trust. If they can’t see you, they won’t feel that connection.

And in a world where AI-driven design solutions are becoming a real alternative, the human touch is your greatest competitive advantage.

Your personality, your taste, your voice: these are things no algorithm can replicate.

By stepping forward, you offer something irreplaceable: a sense of presence and leadership that reassures clients and makes them feel confident in choosing you.

Stepping into visibility doesn’t mean abandoning authenticity. It’s about sharing your journey, values, and ideas in a way that feels honest and true. It’s about rewriting the narrative - shifting from “showing off” to “sharing your story.”

 By doing so, you empower yourself, inspire others, and gently dismantle the cultural conditioning that has kept women’s voices quiet for too long.

Final Thought: One Small Step at a Time

If the idea of going live on Instagram or speaking to camera fills you with dread, take a breath. You don’t have to jump straight to video.

Start small. Write a post. Share a behind-the-scenes photo. Add a voiceover to a reel.

Build your visibility your way.

Your clients want to see you, but they don’t need to see you perform.