Your branding is directly tied to your ideal client, your marketing efforts, your business goals—it is the pillar of everything you touch. You must have a very clear idea of your brand. The truth is, if your plan is to just toss things against a wall, hoping they will stick, you will not survive in this business. I hope that sounded really dramatic—because it’s that dramatic—succeed or fail by the hand of your brand.
Business Branding for Wedding Planners
You can easily read a million articles on how to brand your wedding business. And some of those branding articles are really informative, so please do read them to expand your knowledge. The closer to perfect you are in this area, the more efficient your decision-making will be. Branding is the foundation for all that you build upon in regards to your wedding planning business.
Who Is Your Ideal Client?
This is the time to really analyze who your ideal client is. Does she like barn weddings, outdoor weddings, ballroom weddings, or small weddings? You don’t want to pigeonhole your preferred client, but you do need to be aware of what type of money she has to spend. Go ahead and download our Brand Identity Avatar Worksheet to get a better idea of who your ideal client is. Knowing this will help make your future business decision-making so much easier. If you have had the opportunity to work with a few brides, write down what you loved about them.
Research Your Ideal Client
Now it’s time to do some research on that ideal client. This work will pay off in dividends. Where are they hanging out on social media? Where does their mom hang out (if they are younger)? What type of buying obstacles could this client give you? Really dig deep and think of ways you could make this client yours.
Now for the fun part—putting it all together based on a mix of who your ideal client is and who you are. You should never try to be someone you’re not. The authentic, real you is the only way to serve your clients, so be sure that is represented in your brand as well. Know your voice/tone since that will be just as much a part of your brand as your logo, name, and imagery. Please note that your logo is not your brand. This is a common misconception. Your brand is the emotional feeling someone gets when seeing or hearing about your brand.