Personal branding looks different today than it did when Nate Berkus launched his design firm, Nate Berkus Associates, in 1995. While the tools and trends have changed, the core of a lasting brand — knowing who you are and staying true to it — hasn’t. And for Berkus, that personal identity became the foundation of the business he built.
In this installment of CO—’s C-Suite to Main Street series, Berkus joined CO— Editor-in-Chief Jeanette Mulvey to reflect on his rise to global acclaim and explore what it takes to build a lasting identity rooted in personal values.
Living the brand, not just building it
For Berkus, creating a brand that has endured for over 30 years came from shifting his perspective and committing fully to the lifestyle behind the work. Authenticity has always guided him in how he shows up for employees and partners: with honesty, compassion, and a clear sense of who he is.
“Business has changed, technology has changed, but what hasn’t changed is that grace goes a long way in this world,” Berkus told CO—.
In his interaction with clients, Berkus strives to be “the guy you want to meet for lunch” — someone they’re excited to work with and trust to be honest, rather than a yes-man. When a client wants something he disagrees with, he offers his honest perspective — but ultimately respects their choices.
“At the end of the day, I’m in the service industry,” he noted.
[Read more: 5 Personality Traits That Your Customers Love]
Embracing the ‘simply imperfect’ business model
Things rarely go perfectly in business, but for Berkus, that’s exactly where the beauty lies. He’s embraced what he calls the “simply imperfect” model — a philosophy that, in his industry, means creating spaces that feel lived-in and real.
This mindset can shift how you approach perfection in yourself and your team. Rather than seeking flawless performance, Berkus encourages hiring people you genuinely want to work alongside — people who support your vision — and then giving them room to learn and be creative.
“I would much rather someone … [tell me] ‘I don’t know the answer’ ... as opposed to someone pretending they’re an expert in everything,” Berkus explained.
He believes the best growth happens when employees feel invited to participate — sharing pain points, offering operational suggestions, and knowing they can make mistakes without fear.
“A perfectly imperfect organization … allows people to function really well, to be seen, to be heard, to feel known,” Berkus said. “That’s how you get the best work from people.”
[Read more: Eager to Achieve Small Business Success? Your Personal Brand Matters]
Translating the tenets of good design into business
In his new book, “Foundations,” Berkus explores four tenets key to design: make it personal, embrace history, introduce character, and develop your vision. While rooted in the world of interiors, these principles translate well into business — especially the idea of making it personal.
“You have to allow yourself to be known to be successful in business,” Berkus said. “The more personal your business is — and the more of your personality that shines through in how you operate your business — … the more successful you’ll be.”
Letting your personality show gives your brand a distinctive edge, particularly as today’s customers gravitate toward value-driven businesses.
“If you think about the best brands — the most consistent brands out there — they stand for something; they mean something,” Berkus noted. “The consumer … feels safe and feels comfortable buying their products, and that’s who I’ve always wanted to be.”
But consistency doesn’t mean standing still. Over three decades, Berkus has expanded his work, product lines, and partnerships without losing sight of the values that define his brand.
“I’ve never varied from my awe that people … would see something with my name on it and…that’s what [they’d] pick,” Berkus said. “I think that’s a little bit sacred protecting your brand like that.”
[Read more: Inside the Viral Growth Strategies That Are Driving 3 Brands' Sales Success]
Finding joy in the build phase
As his career has developed, Berkus has learned that the process behind building a business matters as much as the outcome. The early stages deserve to be appreciated, not hurried through. If there’s one lesson he hopes people carry with them, it’s this:
“Make sure your goals aren’t empty, and don’t forget to enjoy yourself along the way,” Berkus advised. “Don’t lose the joy and the excitement of the build phase — it’s the best phase,” he said.
