Seeing as I’m in Dallas this week talking to wedding professionals at the Association of Wedding Professionals, I decided to poll a bunch of wedding industry professionals on a topic I’m hugely passionate about – that’s right, great branding! As with any field, wedding professionals have specific branding concerns that directly relate to their industry.
* That said, you might be surprised how many of these branding and business topics actually apply across a variety of disciplines – very likely including your particular area of expertise! *
Here’s why…great branding is great branding – though the topics may shift, the principles behind great branding and good business practices remain very similar. So, without further ado…
Evoke Emotion, Consistently
Q: What’s the #1 thing you think influences brides in their buying decisions today?
The Scoop: Of course this is a valid question, regardless of your industry. Get this: women make or influence 85% of all purchases! Women are economically powerful – and you don’t have to take my word for it: the numbers are staggering ! Now, considering we’re talking about HER “big day,” that number increases to well over 90%.
I think this is really the same question men have been asking for years: how do women operate? Well, people in general often purchase based on emotion (both men and women). But women often take that passionate approach to a whole new level, especially during this very emotionally charged time in their lives. As a bride, she wants consistency. That means you must live the meaning behind your brand, consistently and across all mediums. So, what you say, what you promise and what you deliver – everything right on down to the vibe of your establishment, to who you hire, to the look of your brochure – has to evoke the same feelings and emotions.
Align Your Target & Your Strengths, Align Your Brand
Q: How can I create a unique brand that really stands out above others?
The Scoop: Be honest and to the point. Focus on both your business strengths and your target audience. Simply taking the time to sit down and define your strengths and your target market will pay off immensely in the long run.
Try this exercise:
Write out your responses to the following…
- Describe your ideal client/customer. What kinds of customers are you attracting now? What kinds of customers would you like to attract?
- Describe your business strengths – then describe your weaknesses. What do you offer that is unique from or better than your competition?
Now take a step back from what you’ve written. Do your strengths match up with the expectations of your ideal client?
The Point: What you’re doing in this exercise is defining your unique mission: your vision as a business owner – and THAT is exactly what great brands are built upon! I do recommend hiring a professional brand identity expert to help you mold that vision into an outstanding brand! As Christine Boulton of Think Like a Bride says, “You can have one of a million graphic designers or ad firms come in and create a nifty logo and design your letterhead, business cards and website all to match, but if the logo doesn’t stand for anything it might as well be a shapeless amoeba. That’s not what branding is. It is the message that the logo represents that matters. If you haven’t defined that, how can you sell it?”
Adapt!
Q: It seems we’re on the upswing, but I had to cut back a few years ago. How do I tailor my business to the ever-changing economy?
The Scoop: To appeal to a broader audience, you should try offering three tiers of packages at different pricing. For example, a high-end package, a middle-of-the-road package and a lower-end package. If possible, bundle your products or services in a way that makes economic sense for both you and your clients. People like to have choices and options, so this is a good way to keep your head above water, while satisfying your customers.
And when it’s time to change, you adjust! For example, you could create a package somewhere between the low- and mid- level packages that contains the best bits of the low-end package and a few bits of the middle-end package – then you charge a bit more for this new package, while phasing out the low-end package.
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Don’t forget these great branding and business ideas: evoke emotion, align your brand, be consistent, and always be ready to adapt your business or your brand, if need be! Need some help? Get expert advice from me with my Brand Alignment package.