This article was written by Rick Brewer of Wedding Business Marketing. Rick has 22+ years in marketing and selling to wedding couples and is known for his proprietary approach to the psychology of wedding buying. Rick has worked with over 2100 wedding businesses, spoken to 250 + wedding groups and regularly shares his insight on wedding industry trends and cycles.
Many wedding professionals are interested in creating an effective brand strategy that goes beyond a name, symbol or design to differentiate their business from the rest in the cluttered wedding industry. This sort of advanced marketing strategy can be tough to implement in such a fragmented industry, but it doesn’t have to be! In this post, I share the basics that will help you be successful in creating a distinct brand for your wedding business.
Start with the goal in mind
Remember: the number one job you have as a wedding professional is lead generation. Without leads, your business goes nowhere. To get leads, you need your business to be where couples are spending their time. In the mind of a couple, you need to be more than just “seen,” you need to effectively get them to convert or move to the next step. The most effective advertising that wedding professionals can put out is a multi-pronged approach spanning several different channels.
Most couples are not looking in a singular medium when they start their search for wedding professionals. They typically start on the internet, whether on a planning website like WeddingWire or through online search. I highly suggest that you spend 50% of your energy and budget on internet related marketing, then use the rest of your time going to bridal shows, buying ad placement in wedding magazines or collaborating with other wedding professionals. As you think about the various places your brand will be visible, it’s important to you look at three specific elements of your campaigns: the logos, the slogans and the colors.
Creating a logo
Your logo needs to be professionally done. With all the online resources available, there is no reason why you should not and cannot get a professionally made logo that makes you look like the professional business you are! Homemade logos (and any other marketing materials for that matter) make you look much less professional.
Creating a slogan
Using the same slogan or tagline also helps to trigger awareness. It’s not their job to sort out and pay attention to our advertising; engaged couples will simply pick out the Wedding Pros that they are attracted to based upon the advertisements they see. When you maintain consistency throughout advertising, couples are more likely to remember your business. Just remember: your tagline needs to be specific to you – using some vague slogan like “Providing the best for your special day” doesn’t make for effective branding.
Developing a color scheme
Use a color scheme that is consistent across all advertising channels and works well with your logo, brochures and any other materials. A good graphic artist can work with you to choose the color scheme that works best. Research your desired look by examining the branding of some industry leaders (across all categories) and specifically look at your category to see what your leading competitors are doing. You don’t want to copy or appear similar to what they are doing, but it’s important to have some ideas to compare!
Using calls to action
When you get these elements working together, then you need to take one further step: create a clear path to the next stage of the sale by using a call to guide your prospective couple to call, meet or to do whatever action you feel is best for them to take.
A proper call to action will be something that will benefit your potential client for taking action. For example; if you want your target client to visit your website, offer a free report on five questions to ask before he or she hires you. By guiding potential clients to the next step, your results will increase.
Take this view of branding as something that is a beginning to your marketing strategy, not the whole of it. How you frame your message is only one slice of the full picture, a crucial slice though that you do not want to ignore.