How to communicate your brand to couples

How to communicate your brand to couples

So you’ve set up your own wedding business, whether that be in photography, wedding planning or handmade decorations and favours. Perhaps you run a venue, a “first dance” company or offer luxury transport services. Whichever field you’re in, the key to success is ensuring that your target couples know exactly what you offer and ultimately choose you.

How to communicate your brand to couples
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When  you think of a “brand” the first thing that probably pops into your mind is a name and logo. And how do we recognise a strong brand? When you hear or see a relating word that you automatically associate with a brand. For example, when you hear “search engine” most people think it is synonymous to Google, but in reality that’s because it has created such a strong brand image for itself that people disregard its competitors. Equally as SME owners, you should aim to create a strong brand for your goods or services so that when a couple goes through their planning checklist, you are one of the first providers to pop into their mind

In this article, we explain some basic contents on how to communicate about your services to couples. It is a preview of our guide to attracting more couples to your wedding business, which you can download for free here.

Product image

saveYour strategy today will determine your future success
Your strategy today will determine your future success

Building your product or service image can be as easy as having a snazzy and well functioning website. If your website is the first time a potential client “meets” your brand, even a spelling mistake can make you appear unprofessional. So make sure your website is correct and attractive and gives your visitors a taste of what they can expect if they choose you.

Find your niche

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Couples look for unique providers

The best way for small businesses to have success is to find a niche and aim to dominate it. For example, thousands of invitation companies may exist in your country, but how can you differentiate yours? Guaranteeing delivery time or money back, offering 100% exclusive designs made from 100% recycled materials, gifting Thank You cards within the price of an invitation order… Whatever you decide your USP is, make sure you SELL it. Ensure that it is communicated through all your marketing activity so that the right clients find you. 

Match-making

saveTry to be as specific as you can
Try to be as specific as you can

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The more specific in your business activity you are and the more overtly you publicize the features specific to you, then the easier it will be for couples to identify you as the right supplier for them! Take for example a venue, if it is a small venue that can only cater for 50 people, then there it is pointless trying to sell your services to a couple planning on having a guest list of 500 people. Or perhaps you’re a journalistic & contemporary wedding videographer, then the couple who wants a traditional wedding video will not be interested in the unique product you have to offer. But to help those couples who share your vision, find you, you have to make sure that you communicate your unique business features. 

There are 3 general questions that a couple will want to know for all suppliers. Is your price range: Luxury, Mid or affordable? What are your terms of payment? And how much time before the wedding would you recommend hiring your services? But there are some queries that are very specific to your service and that should be communicated to facilitate the matchmaking process.

Check out the following table to see the FAQs specific to your business (in alphabetical order):

Business Activity & FAQs

Catering

  1. How many people can you cater for? 
  2. Is there a minimum number of guests you are willing to cater for?
  3. What types of services do you offer? (Silver service, buffet, food stations, cake, decoration)
  4. Do you offer special menus? (Kids, gluten free, halal, kosher, vegetarian, diabetics.)

Decorations

  1. What products to you have available for hire? E.g. tables, chairs, lights, etc. 
  2. What do you take charge of? Transporting, setting up, packing down, return?
  3. Do you have a showroom we can visit?
  4. What’s your minimum order price?

Details

  1. Can I buy online? 
  2. Do you do international delivery?
  3. Can I personalise the catalogue options?
  4. Starting price?
  5. Opening hours?

Dresses/Suits (Designers/Retailers)*

  1. What are your opening hours?
  2. What is the starting price of your collections?
  3. What are your style of dresses/suits?
  4. How many trials can I have?
  5. What accessories are available in store? E.g. veils, hair accessories, crowns, etc. 
  6. Do I need to book an appointment beforehand?
  7. Do you supply exclusive designers or are you a multi-brand store?
  8. How long have you been running?

Entertainment/Music

  1. What type of entertainment do you offer/What genre of music do you play?
  2. Do we have to pay travel expenses?
  3. How long do you provide your service for?
  4. Do you charge per hour or per event?

Floristry

  1. What services do you offer? E.g. bridal bouquet, floral decoration for ceremony/reception, decorations for cars, headdresses, other…
  2. Do you work from a catalogue or do you create floral designs for each occasion?
  3. Do you travel to the venues to do floral decoration?
  4. What are your opening hours?
  5. Do I need to book an appointment beforehand?
  6. What is the minimum order price?

Beauty

  1. What services do you offer? Bridal hair, makeup; mother of the bride; bridal party, etc. Massages, beauty treatments, hair removal, manicure & pedicure, etc? 
  2. Do you offer a home service or do I have to travel to the studio?
  3. Is there an extra costs for travelling?
  4. Is a trial included in the price? 
  5. What is your starting price?
  6. How long can you stay during the event?

Jewellery

  1. What are your opening hours?
  2. What type of jewellery to you have?
  3. Do you do hire out pieces?
  4. Do you have your own workshop (allowing for personalized designs)?
  5. Do you have your own collection or do you sell from different brands?
  6. What style of jewellery do you specialize in? 

Photography & Videography

  1. Do you work alone or in a team?
  2. What services do you offer? Photography, Videography, Photo booth, 3D Videos, Aerial videography, etc.  
  3. How long after the wedding will we receive the album/video?
  4. What style of photography/videography do you mainly offer? Traditional, artistic, journalistic, etc.?
  5. How long does your service last until?
  6. Do I need a previous appointment?
  7. Are travel expenses included?
  8. Do you do destination weddings?

Stationary

  1. Can I buy online?
  2. Do you offer a closed catalogue or can I get personalised designs?
  3. Does the price include printing?
  4. What are the printing options?
  5. Do you do send internationally? 
  6. What is your average delivery time?

Transport

  1. What range of vehicles do you have available?
  2. Does the hire come with a driver?
  3. Do you charge per hour, per event or per km? 

Venues

  1. What is the capacity of the venue?
  2. Which facilities do you have? E.g. dance floor, parking, gardens, outdoor terrace, marquee hire, etc. 
  3. Is the furniture and decoration included when we contract the space?
  4. Do you offer catering? Can we contract external caterers?
  5. Until what time can we have the space?
  6. Can we bring our own drinks?
  7. What are the conditions for use of the open bar?
  8. Do you hold more than one event in any given day?
  9. What style of wedding best suits your venue?
  10. Can the ceremony be held on the premises?
  11. Is the menu price included in the space hire?

Wedding Planners

  1. Do you work exclusively with selected suppliers?
  2. Do you work more than wedding a day?
  3. What is your starting price?
  4. Do you do free consultations?
  5. Do you have a complete event team?
saveFlexibility is also important for couples
Flexibility is also important for couples

Tip: It’s always good to have a level of flexibility! Yes, dominate your niche, but if a bride makes an additional request, try and accommodate it as much as you can. It is her special day, one that she has probably long-awaited.   

These are some principal queries that your couples will have before even interacting with your brand. A good place to begin to address them and allow couples to identify you as a potential supplier would be communicating the answers on your directory storefront! Having a comprehensive profile is just another positive encounter a couple can have with your brand before deciding to contract you. Remembar to download our free guide to market your wedding business online and attract more (and better) customers here.

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