By Kristen Buwalda of Chalked.
Branding is an essential element to any good business. “…your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors’. Your brand is derived from who you are, who you want to be and who people perceive you to be,” states John Williams in his article titled The Basics of Branding on Entrepreneur.com. It is important to derive a cohesive, consistent whole so that across your entire enterprise – be it a one-product, home business or a multi-level, multi-product company – you can be easily identified and recognized by your customer.
The basics of any brand are a good logo, a solid “corporate identity” consisting of a business card, letterhead for your contracts and estimates and letters, envelopes, and assorted packaging for your products. If these all contain a consistent element, and your brand is clearly integrated across all platforms, then you have a step up in the marketing world.
But I’m a bride/groom/customer, you say, what do I care about a brand?
Your event can carry a brand! Any good coordinator will encourage their customers to carry elements across all aspects of the wedding. Sometimes, it’s a simple as a color palette, sometimes it’s as all-inclusive as a signature element like a seashell, ampersand, or peacock feathers. Either way, the translation of those elements across your event from invitation to décor is what really brings your event together and gives your guests (call them “customers,” if you will) that feeling of consistency and cohesiveness that is the signature of a perfect event.
As a bride, I left my marketing background behind and didn’t think in terms of “branding.” It wasn’t until I looked back on my event and all of its elements, and saw that my color palette (purple, grey and green), and my main stylistic element on my invitations, program and menu wraps (pictured) brought the whole event together and made it recognizable – even if it was only subliminally – as it’s own “brand.”
What is the easiest way to successfully brand your event (or your business)?
- Have a great “logo” – even if it’s just a basic element repeated over and over throughout your event. For example, have a seaside wedding? Use the same seashell motif on your invite, your programs, and as part of your décor!
- Plan around a consistent color palette – make sure your colors complement each other and your other décor elements.
- Integrate your brand – use your “logo” or element everywhere!
- Be true to yourself – you want to make sure your brand represents you and your fiancée in your event. If you’re not seaside-loving people, perhaps a seaside-themed wedding is not for you. You want your guests to attend your wedding and think, “oh wow, this is so them.”
- Be consistent – don’t use one color palette for your invites, a different one for your wedding party and a third for your décor. Keep all your elements simple, classic, and consistent.
However, don’t get too lost in the details and rest assured in the knowledge that no matter what happens, your day will be perfect.