Imagine this. You are a classic and traditional bride planning your luxury wedding. You come across two wedding planners’ websites. One is shades of pink and nude tones with script fonts and light and airy photos. The other has funky display text with bright colors and gifs of cake smashes.

One of these websites is going to feel more aligned with you and your vision, right? 

Your wedding business’ brand and website are there to represent you and your values and attract the right client’s attention. 

So, how do you make sure your brand is speaking to the right audience?

Three Things to Consider When Re-Branding Your Wedding Business

First, start with understanding your idea client

This will be a crucial first step and if you are working with a professional in the field, they will definitely have you answer some in-depth questions to dig into who your ideal client really is. If you are going the DIY route, you’ll want to consider these things.

• Define your ideal client persona: create an imaginary persona (this can be based on a real client or someone made up!). Think of every detail about who they are. Where are they located, what do they do for a living, what is their income, what will their wedding budget look like, what details of the wedding day are important to them, and what pain points are they experiencing during the wedding planning process.
• How does this persona look for wedding vendors. Dive into how this type of dream client might find wedding vendors. Is it through Instagram? Tiktok? Google? The Knot? Compiling how they do their research will help you determine how (and where) to show up online.

Once you have a clear understanding of your ideal client persona, it is time to pair some visuals. Explore how different design elements influence a person’s emotions, perceptions, and behaviors.

This is where you will collect fonts, colors, imagery, and even layout styles that speak to your ideal client.

Let’s look at a couple of examples.

Here you see two different website designs. Both are for wedding professionals: one is a luxury cake designer and the other is a western-style wedding photographer.

Let’s start with exhibit A (aka Jeslyn Yvonne Photography). Jeslyn’s brand is full of dark and moody colors found in nature, focusing heavily on the brown family. Her fonts are clean and legible, but have a little edge to them. She is clearly speaking to a couple that wearing denim jackets to their wedding reception and likely has a cowboy hat personalization bar for their guests. Her logo has a bucking bronco for crying out loud! She is not shying away from who her audience is.

Now exhibit B (aka Elegant Cakes by Cyndi). She uses soft, muted colors, script fonts, and bright, clean imagery. Her logo is simple and elegant with a minimalist crest design and florals. All of this speaks to her ideal client: luxury couples looking for clean, classic, and high-end weddings. 

Now it is time to pair your visual identity with your brand voice.

This is where your copywriter comes into play. (Don’t have one, we’ve got you covered!)

Let me refer back to Jeslyn’s website for a second. She has phrases like, “I’m a ‘grab the bull by the horns’ kind of photographer” and “grab your boots, let’s get you married!” 

These are all very intentional choices to match her brand. From her website copy to her service package names, everything on her website represents the couples she wants to work with.

Having a clear brand voice not only compliments your brand visuals, but it does a lot of the converting for you.

I always recommend working with a copywriter when going through a rebrand, particularly when it comes to your website, but if it isn’t in the cards for full website copy, look into brand messaging or brand voice guides. This is like brand strategy for how you speak to your audience and can not only give you a lot of clarity, but can take a lot of the work out of your own writing.

Let’s Wrap It Up, Shall We?

When it comes to rebranding your wedding business, it can feel overwhelming to navigate. But understanding your ideal client and the design elements that appeal to them, is key to booking our your wedding season with the couples you LOVE working with.

If you’ve been feeling the itch for a rebrand and know your brand and website could be doing more for you, sign up for a free website evaluation to get targeted feedback on how you can improve your online presence, or book a discovery call and start planning for your booked out wedding season.