Today With Rachael Johanson: Today with Rachael Johanson, luxury brand strategist, we explore transitioning from mid-market to luxury positioning in design. Rachael shares how she's evolved her business to focus on five high-touch Brand Launch Weekend clients annually, helping designers move from 30 projects a year to 10 at double the budget. We discuss the language shifts that separate luxury messaging from mid-market positioning, why "we and you" marketing works against you in the luxury space, and how your headshots might be sabotaging your expert positioning. Rachael reveals that 80% of designers are "sitting on gold" in their portfolios but haven't claimed their expertise, and shares her approach to identifying your niche through past project patterns. This episode is essential listening for designers ready to position themselves for fewer, bigger, better projects. LuAnn Nigara and Rachael Johanson’s Ah-Ha Moments: "I've heard so many women say that they lose themselves in motherhood. And I'm like, I want to gain myself. I really do. And I want to have this new dimension of myself. I really, and I'm like always thinking about this idea of like, I want Lida to live in the arena." - Rachael “We didn't save the $300,000 difference between the first one and the second one by going with the lesser expensive one. We blew the $750,000 on the one who didn't deliver." - LuAnn "You cannot be a designer for everyone and be the designer that's at the top of your market." - Rachael "I don't build brands that fit in—I build brands that get remembered and are super profitable." - Rachael More About Rachael Johanson When you think of building a multi-million dollar personal brand you think of Rachael Johanson. From the stages of Harvard Business School, to pages of Architectural Digest, Rachael is regarded as the in-demand Luxury Strategist for interior designers seeking fewer, better and bigger clients. Think - being positioned as the “go-to” call in your area for luxury new builds, press in House Beautiful, speaking on a panel at High Point Market, and a partnership with a custom builder filling the pipeline for you. Her clients range from design leaders such as Kathy Kuo, Sandra Funk, Arianne Bellizaire, Sara Lynn Brennan to LuAnn Nigara, not to mention tons of incredibly talented up and comers with a deep desire and passion to build a luxury firm and skip the learning curve. Rachael is incredibly selective in the client personalities she serves, as the majority double their sales and opportunities two years after her esteemed advising. As a lifelong student of design & fashion, Rachael studied at High Point University, is a licensed realtor and noted tastemaker. Most recently, her wedding was covered by The New York Times and Vogue. Connect with Rachael Johanson Website Instagram LinkedIn A Big THANK YOU to Today’s Podcast Sponsor: Rachael Johanson Other Resources: This podcast supports the ⁠⁠⁠⁠⁠⁠⁠⁠⁠Savvy Giving Design Coalition⁠⁠⁠⁠⁠⁠⁠⁠⁠. Learn more about it ⁠⁠⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠⁠⁠⁠! ⁠⁠⁠⁠⁠⁠⁠⁠⁠AWDB #717 Susan Wintersteen: Interior design firm standards in a nonprofit passion project⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠AWDB #164: Susan Wintersteen- Savvy Giving by Design⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠Inside Voice - Sign Up!⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠ Other Shows: #982: Power Talk Friday: Rachael Bozsik Johanson: Leveraging Your Superpower to Attract Dream Interior Design Clients #759: Power Talk Friday: Rachael Bozsik: Discover Your Goldmine and Unleash Your Marketing #651: Power Talk Friday: Rachael Bozsik: Gaining Credibility in Interior Design