Business of Home: Anatomy of A Brand
In a recent Business of Home feature exploring how interior designers are using rebranding to elevate their businesses, Roxanne was featured for her expertise on building brands that resonate both visually and experientially. The article highlights how branding today extends far beyond logos and websites, encompassing every client touchpoint.
As Roxanne explains, “The design industry is still very high-touch and tactile… Beautifully designed [items], from letter-pressed note cards to gift ribbons or custom stationery and lookbooks—something for people who like to see something that is physical rather than digital—are incredibly important. The effort you put forth into presenting yourself [affects] the type of client you’re going to get back. It shows clients that you’re going to put that same care into the work you do for them.”
Designers featured throughout the piece demonstrate how intentional presentation, online and offline, signals value, clarity, and alignment long before the first conversation. The article also underscores the growing importance of content strategy and adaptability in an evolving digital landscape.
“An image-heavy website without any supporting text is less searchable,” explains Roxanne. “What’s more, the search landscape is changing rapidly, in a direction that favors real content on websites, not empty fluff. AI-powered search engines aren’t just scanning for keywords anymore; they are interpreting context, intent and narrative.”
With visibility increasingly tied to storytelling and substance, Roxanne emphasizes that branding must be treated as a living system.
“Our world today is changing and shifting [at a fast pace], and I find that many companies tend to rebrand every five to seven years,” she says. “That doesn’t necessarily mean throwing away everything you have, but taking stock of whether your target market still serves you, whether the clients or projects you’re getting are the ones you want, and whether your messaging and identity are aligning with the future.”
Together, her insights reinforce a core theme of the feature: the most impactful brands are built with intention, consistency, and room to evolve.
