What the Wedding Industry Taught Me About Branding

The wedding industry is not only high-grossing but highly specialized. According to the 2011 BRIDES American Wedding Study, the average wedding costs $26,501. While that figure has fallen about 5% since 2009 due to the economic recession, weddings are still very high-paying and nearly recession-proof business. Even in tough times, couples like to celebrate their nuptials in style, which is often not cheap.

As a freelance writer and editor, I have had experience with the wedding industry from the first article I wrote for a client trying to break into this competitive market. Here are some key points I have taken away from my work in the wedding niche in regards to business branding. Perhaps those in the wedding industry and beyond can find these tips helpful!

Supply a Need in Your Products or Services

Does your startup do what everyone else does? Chances are, if it is part of the wedding industry, it won’t take off. It’s a harsh but true reality that following the crowd will not get you noticed, and this is especially true in weddings.

Businesses must fill a unique need in their products or services. This is how BridesView, a wedding inspiration community, went from being a small startup to being featured on Mashable in a very short amount of time! They found a unique need to fill and found it in linking vendors and brides together through a photo sharing community.

Provide Value to Clients and Customers

One of the biggest hurdles in the wedding niche is getting noticed. It’s a competitive market, and you can bet every major city in the U.S. is teeming with photo booth rentals, DJ and lighting professionals, and floral designers anticipating that busy summer season. However, if you are not the kind of professional that provides outstanding service, you’ll get left behind!

Some of the best businesses not only are great at branding because of what they do, but because the mission of their brand shows through their work. I have had clients that are widely recognized from the five-star reviews they receive on WeddingWire and repeatedly gain recognition for their work.

Network, Network, Network!

One of the best ways to grow your brand is to partner with others in the wedding industry. Partnering with other businesses not only helps you gain their trust and expertise, but can help you come up with all new ideas!

Let’s say you want to provide a unique wedding editorial blog to your region. Why not partner with a wedding photographer or graphic designer to get your blog some traction? Perhaps they can send their clients your way once the blog is up and running. You will gain more exposure with partners and can likely find help in an area you do not know from an expert.

Regardless if you are working in the wedding industry or not, you can learn a lot about branding from it! Successful wedding businesses fulfill the needs of their client base; provide high-quality services or products; and are not afraid of working with others to improve their business. Try using some of these strategies in 2012 to boost your business!

Author:

Megan Harris is the owner of MeganWrites Media, a freelance writing and editing company based in St. Louis, Missouri. As a freelance writer, she has been published on a number of websites, featured on Google News and had ghostwritten work published with Huffington Post Weddings. Megan loves working with wedding vendors to create compelling content, but is available to provide consultations and article writing in a number of other niches. Visit: www.meganwrites.com or call 314.662.1850.

Sources:

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Comments

  1. Well said. Providing a product that people want is the best brand building over time.

  2. Networking takes a long time to fruit. Don’t look for a quick kick. Instead, networking like you really mean it.

    • Megan Harris (MeganWrites Media) says:

      Agreed! I certainly don’t think that you can instantly network and find meaningful relationships in a short period of time. Building that trust and growing those relationships can help you become better at your business, gain stronger clients (this is especially true for freelancers like myself) and have a better appreciation for others.

  3. Good points Amanda and interesting observation in wedding’s resistance to economic downturns

    • Megan Harris (MeganWrites Media) says:

      I’m not sure who Amanda is, but yes, the wedding industry certainly has seen less of an impact from the recession than other industries. Thanks for your comment.

  4. Branding is everything

  5. Great article. One has to find a niche and target it. Networking is very important and you stress on it too. First few months/years for any new business are going to be difficult as you are trying to show them the results. You have to maintain the quality and service to ensure return customers.

    • Megan Harris (MeganWrites Media) says:

      Thank you! Yes, I think networking has been what has paid off for me not only professionally, but personally. I’ve learned how small the wedding industry truly is and to be successful, you must work with others and help them be successful, too.

      Thanks for your feedback!

  6. Great article. Thanks. Branding is everywhere.

  7. It always amazes me whenever I talk to a consultant or freelancer whom doesn’t network.

  8. One of my customers is a wedding photographer who has been able to remain in business because of his networking.

    • Megan Harris (MeganWrites Media) says:

      Photographers especially must network! I agree with you. Networking is even better than referrals because you have already established the relationship rather than having to go back from the beginning. Great insight!

  9. Remarkable branding seems to carry over into every industry. Thanks for the tips on how far one can go with the right recipe and recognizing an untapped resource or niche marketing.

  10. I absolutely love your article Megan! I have a wedding photographer as a client and it’s so important to network and partner with other people in your industry. Also, partnering with other wedding photographers and wedding studios can help as well. Great tips!

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