I often walk into offices and am shocked at the surroundings. It seems that business owners may be aware of the fact that they need to have a personal brand that resonates with their business in order to stand out and be memorable to their prospects. HOWEVER, sometimes I wonder if they realize the interior design and layout of their business needs to have the same feel and effect.
This week’s blog post features my friend and colleague, Ekaterina (Katia) Kohlwes, principal/designer of Mindful Design Consulting. Katia is a dynamic and creative designer whose works speaks for itself. As Katia so beautifully states it on her website, “great space is not branding, great feeling is”.
Below is an interview Puris did with Katia:
Puris: How did you get into this line of work? Why do you do it?
-Katia: Drawing and design are my passions in life! I feel that I was blessed by getting these talents probably from my parents who are very creative people. One day, long time ago, I was helping my friend to redecorate her apartment when she told me that I have a gift and that I should pursue a design career. When I took a few interior design classes at SF City College my design professor, Jerry Chen, also commented that I have a talent and that I should get into architecture. From there it simply unfolded by itself. I got my first job before even finishing my design classes at the City College by merely showing my portfolio. At jobs I was doing design work similar to what educated architects would do when I realized I do need to get a diploma to blend in with architects. I have been in architectural design for over 16 years working for large corporate to mid-size firms. I did get a great experience in production work, but I always felt unrealized as a designer. I knew I could make a big difference for my clients only if I had my own design company. So, here I am now, doing what I love the most!
Puris: What is the #1 thing you have found your clients take away from working with you (in terms of product and mindset/mentality)?
-Katia: My clients get a professionally designed space which makes them and their customers not only look, but feel great! I look at psychological aspects when designing spaces. What colors/style/materials would deliver a desired message to the clients? What elements will make employees feel at home, positive and healthy? These are some questions I ask myself working on any project. Architecture around us deeply effects our emotions and even our well being. It is my job as a designer to produce positive results with whatever I design to build. I wrote a small e-book on this subject which can be found here: http://mindfuldesignconsulting.com/branded-by-interior-ebook/
Puris: In the world of personal branding, first impressions account for everything. Why does a business’ interior matter so much? Isn’t the substance of the business the most important?
-Katia: Substance of a business is very important but most of the time it’s not tangible. When a new client walks in to your space they immediately create their opinion about the quality of service they will receive- first impressions, as well.. Another example is, if you deliver similar products or services, your interior/exterior branding maybe the only factor separating you from your competitor. I’ve done a simple analysis of San Diego’s Mission Valley Sears and Target stores based on this comparison. The two stores sell almost the same products but the way they represent them is two worlds apart. Take a look at this branding analysis here: http://mindfuldesignconsulting.com/newsletter/newsletter_2011_march.html
Puris: How does what you do tie into Puris’ business of personal branding?
- Katia: Mindful Design Consulting and Puris Image both look at the core of how businesses represent themselves. Just like self confidence of a business owner comes from the way a person looks and feels, the confidences of the whole company comes from the way it’s being physically represented to clients by its interior and exterior. I see a lot of similarities in our work and even philosophy with Puris Image. My hope is some day to work with Puris Image on the same client from image revision of the owner to rebranding the company’s facility. That would be an exciting and an interesting project!
