Episode Three | Real & Refined: Professional Social Media Through a Personal Lens
Episode Three – Top Branch with Beth Bender and Ruth Ann Janson
Intro: Shifting from Finance to Marketing
Ruth Ann Janson:
Hi, I’m Ruth Ann Janson, and this is Beth Bender.
Beth Bender:
Hi.
Ruth Ann Janson:
We are back for episode three of Top Branch. Today, we’re diving into a marketing-focused topic. Our firm offers both financial and marketing services, and while our last episode leaned more financial, this time we’re focusing on how to bring your personal identity into your professional social platforms.
The Buzzword: Authenticity
Beth Bender:
"Authentic" is the word everyone in social media loves to throw around, and frankly, there's no better way to describe what's necessary to be relevant and accepted today. That’s especially true in the interior design world.
As a designer—especially a new one—you not only need to showcase your portfolio, but also your personality. Many start with their personal Instagram or LinkedIn, posting a few images or examples of their work. Pretty soon, people begin asking for more, and that’s usually when designers decide to create separate personal and professional accounts.
But here’s the issue: once that shift happens, many designers suddenly lose that authentic voice. They feel the need to be polished, reserved—“buttoned-up.” They only post the most perfect project photos. And while beautiful, it can quickly lose the real human touch that followers connected with in the first place.
Inspiration Overload: When Authenticity Slips
Beth Bender:
Yes, and there’s another trap—when designers rely too much on reposting inspirational content. Sharing things that inspire you is great, but if your feed becomes just a collection of others’ work or mood boards, your own voice disappears.
Outsourcing Social Media: A Pivotal Decision
Ruth Ann Janson:
A major transition happens when a growing firm looks to outsource their social media to an agency like The Dove Agency. This is another moment where you have to seriously evaluate how to preserve authenticity. A lot of clients want to retain editorial control over their captions, which makes sense. Captions are often where tone and personality really shine.
However, maintaining that consistency becomes harder when you bring in a third party.
Is Outsourcing Right for You?
Beth Bender:
If you're just starting out and don’t have strong photography yet, I do not recommend outsourcing your social. You’ll be wasting money—coming from someone who would love to have The Dove Agency do your social! But it's true.
Let me share a story. Early on at The Dove Agency, we believed we could help any client with social media. That just wasn’t the case.
One design firm we worked with had an incredible personal dynamic between the two owners. Their chemistry and personalities came across so naturally in their posts. They’d showcase their projects, but also how they worked together—and with clients. It was magnetic. But when they got too busy and decided to outsource, we simply couldn’t replicate that personal energy.
Knowing When Outsourcing Works
Beth Bender:
If you have amazing photography and want your social platforms to function as an extension of your portfolio—just a beautiful grid—outsourcing is a great fit. Especially when the agency you’re working with understands the algorithm and can optimize reach.
Turning Instagram Into a Portfolio: Still Room for Personality
Ruth Ann Janson:
Let’s talk about firms that do want their Instagram to be just an extension of their portfolio. Maybe you’re not the type to share behind-the-scenes or personal stories. That’s okay—but how can you still show personality?
Clients who visit your profile still want a sense of who you are. They’re thinking, “Who is this person I’m potentially hiring?”
How to Show Personality Without Oversharing
Beth Bender:
One strategy: show yourself in work mode. You don’t have to film a selfie video or share your dinner plans. Instead, next time you’re in a showroom, have someone quickly film you flipping through fabrics or selecting tile samples.
You don’t even have to speak. Just showing your process and being in your element says a lot. For example:
“This is a showroom I love to source from.”
“These are fabrics I’m considering for a client’s living room.”
And the best part? Showroom managers are almost always happy to help with content like this.
Make It a Simple Routine
Beth Bender:
Exactly. Then, toss that clip into a Reel, pair it with music, and you’ve got relatable, authentic content. You’re not putting your personal life on display—but you’re giving a glimpse into your style and work ethic.
Even posting something like this once a week builds a valuable connection. A marketing firm can help you strategize how and when to do it, but the key is just a little consistency.
On the Flip Side: Leaning Into Personal Branding
Beth Bender:
Now, if you’re someone who loves showing your personality—go for it. Be bold. Let your personality shine through your feed and stories. Just remember to keep a balance.
Your grid still needs to showcase your actual work. That way, potential clients get the full picture:
They see what it’s like to work with you
And they see the high-quality results you deliver
Striking the Right Balance
Ruth Ann Janson:
The biggest challenge is staying out of the extremes. You don’t want to come across as too cold and professional—or too casual and unfocused.
Make sure your feed says: “Yes, I’m fun and approachable, but I’m also a serious professional who delivers stunning results.”
Closing Thought: Filter It Through Your Own Lens
Ruth Ann Janson:
To close things out, we’ve been ending these episodes with a quote. Today’s is from architect and furniture designer Eileen Gray, which ties perfectly into this conversation about authenticity and staying true to yourself:
“To create, one must first question everything. Never adopt someone else’s conclusion without putting it to the test of your own reasoning and imagination.”
That’s exactly what we want to leave you with. We’ve shared tips, stories, and strategies—some from our firm and some from clients we admire—but ultimately, you need to run everything through your own lens. Your brand, your voice, your creativity.
See You Next Time
Beth Bender:
Absolutely.
Beth Bender:
We’ll see y’all next time.
Ruth Ann Janson:
Thanks for joining us.