The "Category of One" Playbook: A Founder's Guide to Building an Unforgettable Brand
In a crowded industry, how do you stand out? How do you create a voice that cuts through the noise and a brand that is truly unforgettable?
The answer isn't about being slightly better than the competition. It's about creating a whole new category.
We found the ultimate case study in Barbara Viteri, the powerhouse founder of Designerlebrity™. She didn't just join the interior design conversation; she invented the language. For decades, she affectionately called celebrity interior designers "Designerlebrities." Then, in 2014, she took that term, trademarked it, and built a multi-platform media brand around it, becoming, in her own words, the "design host version of a Wendy Williams" for the industry.
Her journey provides a powerful blueprint for any founder looking to build a personal brand that is authentic, authoritative, and unapologetically unique.
Lesson 1: Invent Your Title, Then Own the Category
The story of Designerlebrity™ began with an affectionate term Barbara used for years to describe the "Hollywood royalty" of the interior design world. When a new online network gave her the opportunity to create the industry’s first web talk show, she didn't just host it; she branded it.
She took a name she created and turned it into a trademark. That single move established her unique position in the market. It was the foundation for a brand that quickly expanded to syndicated television, major publications, and live speaking events across the nation.
The Mentor Takeaway: Don't wait for the industry to give you a title or a box to fit into. If there isn't a word for what you do, create one. Defining your own category, as Barbara did, is the ultimate competitive advantage. It ensures that you are not just a player in the game; you are the game.
Lesson 2: Embrace Your "Multiple Personalities" to Build Real Connections
A powerful personal brand isn't one-dimensional. Barbara credits her success to her "multiple personalities"—her ability to be adaptable while staying authentic.
"I personally have a very strong, no nonsense, tough and straight forward deposition by nature," she admits. "But being bold and brazen all the time would kill anyone’s growth in business. I learned reading people and adjusting my approach works best to building valuable working relationships."
This adaptability is not about being fake; it's about having the emotional intelligence to connect with different people on their own terms. It’s knowing when to be direct, when to be empathetic, and when to be kind.
The Mentor Takeaway: True authenticity is about having the range to be your full self. The most effective leaders and founders are not rigid. They are chameleons who can adapt their communication style to build respect and forge strong, solid working relationships, without ever losing their core identity.
Lesson 3: Plan Your Goals, But Seize the Profitable Detours
Barbara’s approach to strategy is a masterclass in balancing vision with flexibility. She believes goal setting is a must—"It’s a way to keep score." But she also knows that the most lucrative opportunities often arrive as pleasant surprises.
After the success of the first season of her talk show, she was offered a second season twice, and even a new show. It sounds like an obvious "yes," but she kindly declined.
"Off the heels of the success of my first season came lucrative opportunities like becoming a contributing editor for a magazine, getting contracts to produce and host my own LIVE talk shows across the country and now partnership deals... The key is you always want to 'stay on brand' but leave your options open to receive opportunities you would have missed if you focused too much on strategizing."
The Mentor Takeaway: Create a strong vision for your brand and set clear goals. But don't be so rigid in your strategy that you walk past a door that opens unexpectedly. The magic happens when you can recognize which detours are distractions and which ones are brand-aligned accelerants.
Lesson 4: Your Gut is Your Ultimate Business Advisor
When faced with big decisions, what is the ultimate guide? For Barbara, the answer is clear, and she borrows a quote from the legendary business mogul Barbara Corcoran.
“Never under estimate the power of your gut instincts.”
This advice, she notes, has been the most essential guide in her life, from avoiding dangerous moments to making executive decisions. It's about gathering all the necessary information and then making a judgment call from a place of deep, internal confidence.
The Mentor Takeaway: Data and research are crucial, but your intuition—your gut instinct honed by years of experience—is an invaluable tool for making high-stakes decisions. Learn to listen to it. Trust it. It's a skill you must master in both life and business.
Success, Redefined
Ultimately, Barbara's journey teaches us that building a powerful brand can lead to the ultimate luxury: freedom. For her, success isn't about money; it's about having more time to do what she loves. By building a brand that created new opportunities, she was able to get more strategic, sell her huge house, and set guidelines to reclaim her time for her family and passions. That, she says, is true success.
Frequently Asked Questions
Who is Barbara Viteri?
Barbara Viteri is a creative entrepreneur and the founder of Designerlebrity™, a pop-culture-style media brand that spotlights the world of interior design and its most influential personalities.
What is Designerlebrity™?
Designerlebrity™ is a multi-platform brand that started as the industry's first web talk show. It has since expanded to include TV segments, print and online publications, and live speaking events, all dedicated to providing a unique and entertaining perspective on the interior design industry.
What is Barbara Viteri's advice on setting goals?
Barbara's strategy is to do both: set clear goals to "keep score" of your progress, but also "go with the flow" to remain open to unexpected and lucrative opportunities that align with your brand.
What is Barbara Viteri's #1 piece of advice for entrepreneurs?
Her most important piece of advice is to trust your gut instinct. She believes that after gathering all the necessary information, your intuition is the most essential guide for making confident and effective decisions in both business and life.
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