The conference room at the New York Design Center held a diverse set of attendees for last week's Editor at Large LAUNCH class, a presentation called “Building Your Brand” put on by the Executive Vice President of Communications for Sandow, Jessica Kleiman. The event attracted everyone from designers who just launched their own businesses to seasoned pros who need a little refresh, and even a publicist who wanted to learn from a veteran.
To begin, Kleiman described public relations as being all about a reputation, and what people think and say about designers and their brands. “It takes one-tenth of a second to make a first impression on someone,” Kleiman said. “And perception is reality.”
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Jessica Kleiman
Kleiman explained how designers must have the perfect “elevator pitch” ready to go at all times. An elevator pitch is “your story, told in 20-60 seconds—a.k.a. the time it takes to ride an elevator with someone.”
Attendees were given time to jot down their elevator pitches and worked in groups to perfect them. After about 20 minutes, Kleiman went around the room taking examples and offering tips to help the designers to make hone their minute-marketing. “Toot your own horn, but not too loudly,” she joked.
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Attendees of the LAUNCH: Building Your Brand class
Kleiman then went on to explore other important keys to creating a successful brand and image. She shared examples of interior designers who have crafted crystal clear mission statements: Thom Filicia, Martyn Lawrence Bullard, Celerie Kemble and Nate Berkus. A successful brand has a vision and an end goal. To achieve this, you must work backwards to get there; know how to tell your story; have a core purpose; and know what drives you as a designer and person.
The class then went on to explore social media, and other ways to connect. Kleiman emphasized the importance of being social—attending events and connecting with people in person, beyond social media.She also noted that designers must pick and choose, and not say yes to everything.
Kleiman’s course will be hosted again in the near future. Check Editor at Large’s calendar for dates and information.
For more information on LAUNCH classes, contact Kate Jerdevia email or by calling 212-904-1040.
To begin, Kleiman described public relations as being all about a reputation, and what people think and say about designers and their brands. “It takes one-tenth of a second to make a first impression on someone,” Kleiman said. “And perception is reality.”
Jessica Kleiman
Kleiman explained how designers must have the perfect “elevator pitch” ready to go at all times. An elevator pitch is “your story, told in 20-60 seconds—a.k.a. the time it takes to ride an elevator with someone.”
Attendees were given time to jot down their elevator pitches and worked in groups to perfect them. After about 20 minutes, Kleiman went around the room taking examples and offering tips to help the designers to make hone their minute-marketing. “Toot your own horn, but not too loudly,” she joked.
Attendees of the LAUNCH: Building Your Brand class
Kleiman then went on to explore other important keys to creating a successful brand and image. She shared examples of interior designers who have crafted crystal clear mission statements: Thom Filicia, Martyn Lawrence Bullard, Celerie Kemble and Nate Berkus. A successful brand has a vision and an end goal. To achieve this, you must work backwards to get there; know how to tell your story; have a core purpose; and know what drives you as a designer and person.
The class then went on to explore social media, and other ways to connect. Kleiman emphasized the importance of being social—attending events and connecting with people in person, beyond social media.She also noted that designers must pick and choose, and not say yes to everything.
Kleiman’s course will be hosted again in the near future. Check Editor at Large’s calendar for dates and information.
For more information on LAUNCH classes, contact Kate Jerdevia email or by calling 212-904-1040.