In my entire career as a brand designer, I can affirm I’ve had the pleasure to work with a lot of wedding planners. The wedding field has quickly become one of my favourites to design for, not just because of the romantic and refined style, but because wedding planners, having a strong aesthetic sense themselves, are a real joy to work with. Because of that I’ve become somewhat of an expert when it comes to create a wedding planner brand. That’s why I decided to pour all my knowledge into a quick 3 steps guide to help even more creatives in the wedding field at crafting an authentic and purposeful brand.
If you’re in the process of starting your very first wedding planner adventure, or you’re looking to rebrand your already existing business… this guide on how to brand your wedding planner business is for you! Its 3 steps will teach you how to:
Please note this guide is not intended to suggest you DIY your own branding, in fact this is something I usually advise against especially if you don’t have the tools or expertise. Instead this guide can be a great alley to start brainstorming your brand in an initial phase or a useful tool to gain clarity while working with your brand designer.
The starting point for creating a powerful branding (of any kinds) is always a deep brand study.
Wedding planning is a very saturated market, and I’m sure you’ll quickly begin to identify a great number of competitors (if you haven’t already). This is why it’s highly fundamental in such a field, to identify your uniqueness and build your brand around it to help you differentiate from your competitors.
This process can take quite some time and clarity. It could take you weeks or months, and it’s essential you dedicate the right time and focus to it before deciding to proceed with any next step.
You’d ideally work on:
If you think the ideal clientele for any wedding planners is of course composed by couples (easy right?), you’re very wrong.
Especially because this is a saturated market, niching down is essential when creating a wedding planner brand. You can’t try and please everyone (you’re not pizza!) and think you’ll be running a successful business, because you’d really appeal to no one specifically. Which might work in a less saturated field (although I still believe it’s a questionable practice), but in the wedding field it will only make you look… vanilla. You’d be anonymous and impersonal, you’ll have a really hard time to be remembered by potential clients who are also considering other options.
Ideal clienteles in wedding planning can range from clients looking for high-end weddings, destinations weddings, vintage, modern, ethical… you name it. Of course your style can be adapted to other circumstances, but find the ideal clientele you’d like to work with and build a brand targeted to them exactly.
That’s the one and only secret to stand out between the rest.
Again, the idea here is to get even more specific with your niche, by creating a brand that’s tailored around your uniqueness.
When the market is highly saturated, the only way to stand out between the crowd is being different. Don’t ever try to look exactly as anybody else, but instead list down your own personal qualities, your style preferences, the added value you can bring to the table, and build your brand from there.
Maybe it’s simply your style that’s oriented towards a certain trend or vibe: modern, vintage, classic, industrial, ethical, botanical…
Or maybe it’s the quality of the experience you reserve to your couples, your unique method and planning abilities, your different personality, your expertise in the field.
An exercise I always ask my clients to do is create a very long list of adjectives that can describe their brand. I ask them to focus on how they want their brand to feel and come across, as well as identify their personality traits that can help elevating their business and brand’s voice.
Once they’ve written down a long list of about 8-15 adjectives, I ask them to only pick three between them. It’s a tricky task, I know, but it will be worth it - promised! What you’ll be left with is a list of your three core values, describing the way your brand should always look and feel whenever it appears publicly.
Think about your strengths when planning a wedding, the style your ideal clients prefer, the uniqueness you can propose. It’s there where you’ll find your own adjectives and gain much more clarity about your brand.
Let’s get to the juicy stuff! But first, remember the brand study is SO very fundamental to structure this second phase in a focused and strategic manner. Design is not just aesthetic but firstly and foremost strategy and direction.
Based on your ideal clientele, uniqueness and core values, you’ll be leaning towards a certain kind of aesthetic instead of another. The goal is, of course, to make your brand look and feel truly unique and remarkable, so make sure you use the following mood boards only as inspirational examples and try and craft your own based on your style and individuality.
Colors that work quite well in the wedding planning industry are:
Obviously the combinations are endless and you can throw in any additional color that can help you define your one-of-a-kind brand’s personality.
Fonts that work particularly well in the wedding planning industry are:
Remember your brand doesn’t end with design, but it’s the mix of feelings and sensations your ideal client is ultimately left with (learn more about branding).
Wherever you decide to publicly appear with your brand, the experience your potential client goes through should always feel coherent and continuative. Choosing a selection of brand words can be a great idea to help you find your brand voice, craft captions and contents, and always know you’re on track with your brand values.
As with anything else, choosing your brand words should be an introspective and fully customised process. But here’s a list of appropriate brand words for a wedding planner business for you to start crafting your own personal list:
Once you have your own list, print it and stick it everywhere around you. Those are the words that should feel recurrent in your website copy, social media presence and overall client experience.
And here you go! Your complete guide to position, visualise and ultimately create a wedding planner brand. Hopefully these steps can help you in the process of forging your brand and accompany you during the experience of brand design with a professional.
Feel free to save, print, pin this post and the inspiration inside it while in the process of creating your wedding planner brand! Hope you enjoy.
A creative atelier curating brand and web designs for women-owned businesses.
I design and curate intentional brand designs and websites to cultivate your idea and bring your value out there.