Meghan Ely is the owner of wedding marketing and wedding pr firm OFD Consulting. As a highly sought-after speaker in the wedding industry, she is the exclusive Wedding PR Education Expert for WeddingWire as well as the national Communications and Marketing Director for WIPA. To learn how OFD Consulting can assist you, as well as more about our new wedding PR kits, please visit us today.
If January is the time to shake things up with your PR and marketing, then February is the time to focus on execution.
Last month, my friend and fellow WeddingWire Education Expert Kathryn Hamm challenged the bridal bias in the wedding industry and it made me really think about change and how overwhelming it can be for the wedding pro juggling a million tasks at once.
Fresh off of my own re-brand, I can’t help but feel pangs of empathy when discussing the challenge with clients and colleagues eager to make a change in their own business – whether it be their name, brand or a combination of the two.
The good news? If you take it step-by-step and bring in the right team, the return on your efforts can be considerable. Sow how does one get started?
First, do your due diligence. You’ll want to familiarize yourself with all the to do’s that come with making a change, especially if you’ve decided on a new company name. The US Small Business Administration does a great job outlining the steps here.
Next, assemble your team. If making a name change, then you’ll want to connect with legal and financial counsel quickly. The right branding company can help guide you on your overall look – from your logo and marketing materials to your online presence.
In the midst of the above, you’ll also want to really start thinking about the message you’d like to craft and disseminate about your company’s changes. Ask yourself – why are you making this move and what would you like others to know about you as a result?
When communicating the change, you’ll want to think carefully about your target audience and the best channels for reaching them. In addition to your prospective clients, you’ll need to consider your current and past clients (remember – the latter are still in a position to refer you!), colleagues you work with regularly and the media.