Designer Richard Anuszkiewicz shares his rules for raising the game in branding and marketing. By Dianne M. Pogoda

 

“If you haven’t realized it in yourself already, you are your own brand. There is no one else in this world like you, so own that and know confidently what you are building.”

This was the message designer Richard Anuszkiewicz drove home at chapter officer training, one of the most valuable training exercises at the annual Kitchen & Bath Industry Show. Anuszkiewicz was a part of the program, and shared some marketing strategies.

Anuszkiewicz was a 2019 NKBA Insider; he has his own signature lifestyle brand, Richar Living, and recently teamed with renowned design entrepreneur Matthew Quinn on Quinn’s new design enter in Nashville, Design Galleria. He graduated from the NKBA accredited Residential Design program at Virginia Tech, where he was president of the student chapter, and is an alumnus of the NKBA’s inaugural Thirty Under 30 class in 2013.

At chapter officer training, Anuszkiewicz was representing Monogram Appliances, which sponsored the event along with Kohler and Chase Home Lending.

“Branding is very powerful,” said Anuszkiewicz. “For years, I have studied brands and marketing and quickly became infatuated with the visuals, the sounds, and how it can evoke a feeling in a person.”

He shared his four ‘Be’s’ of branding — things learned along the way, and how they can be implemented into building anyone’s business or brand:

“The first ‘Be’ is Be Passionate. Find your point of view. With the world wide web being so vast with information, how do you stand out from the noise? Find what speaks to you and own it. Believe it. If you don’t believe it, you will never be able to sell it. With that passion, be relentless. Always strive for the next level. Set goals and continually keep at the forefront of your mind how you can take the opportunity in front of you and evolve it in to three or four more new ones.

“The second ‘Be’ is Be Authentic. Transparency in branding is critical in 2020. Keep it real. Things like social media, Pinterest and Instagram are powerful tools, but use them in a genuine way. Images are too often grabbed freely, with little credit or recourse. Create your own content. Make it unique. Evoke a feeling and mood in your work. The truer you are to yourself, the brighter your light will shine.

“The third ‘Be’ is Be Consistent. Define your brand. Create a definition. Every person who interfaces with your brand should have the same experience. Remember that every detail matters, and there should be a connection in everything you do. From what color palette you use, to font styles, to the song you play, to what you wear. Always strive to deliver with excellence. We are rated on the journey we take our consumer on. As a rule of thumb, under-promise and over-deliver. Set the expectations — and exceed them.

“The forth ‘Be’ is Be Present. In order to be recognized, you need to be involved — and half the battle is showing up. As chapter leaders, you already know the benefits of this, but even as we sit here today, I challenge you to meet new contacts, make friends with your neighbor whom you have never met. Growing your network is key to building your brand. Get out there, shake hands and always follow up. In the hustle and bustle of today’s lifestyle, following up and reminding people of who you are is a great way to cultivate a lasting memory.”