Having the right brand image is vital for anyone in the bridal business. With this in mind we spoke to Sarah Shuttle from Sarah Shuttle Creative to find out the dos and don'ts of getting it right...
As a luxury web designer and editorial stylist in the wedding industry, I've worked with an abundance of bridal businesses that have hit a brick wall and need to take their bridal business to the next level. But believe it or not, a brand isn't born "high end". In fact, there are a plethora of elements that work in harmony together position a brand as luxury, from the premium service provided to clients to the bespoke visuals.
When these elements are combined, the result offers integrity from the very first impression.
"Luxury is the possibility to stay close to your customers and do things that you know they will love" – Christian Louboutin
If you want to be renowned as one of the most prestigious professionals but you feel you've outgrown your current place in the in the wedding industry, you may want to consider upscaling your bridal business. To do so, it is vital that your visual presence effortlessly aligns with the luxury experience you deliver to your clients. It's integral that your branding captures the elegance and excellence of your bridal business so that it occupies a place in your client's mind.
Allow your clients to immerse themselves in the exclusivity of your brand, let them indulge in it for a while and make it impossible for them to walk away. Discover my five action points that can transform your bridal business and make it a brand that your clients will be infatuated with.
It can be hard to know where to start, so I'm talking all about how you can make your mark and bring your business to the next level. Let's find out how:
1 Your Brand Name
Your brand name is the first place to start. If your bridal business name doesn't fit the high-end criteria, you've already fallen at the first hurdle. It can be extremely limited, and your name needs to flawlessly fit in with the rest of your brand to be viewed as 'luxury'. While the thought of changing your name may induce fear (whether that's due to expense or simply the unknown) the potential a high-end name can bring is transformational. With a guaranteed ROI, changing your bridal business name promises to be worth far more than you spend.
To be successful in taking the first step to a luxury reputation, your name needs to align with your visuals and there's no way around that. From the moment your clients hear your name or sees it on paper, it needs to instantly connect with your customer and raise their perceived value of your bridal business.
2 Hire A Professional
There are plenty of perks to hiring a professional. Specialising in high end web design, I wholeheartedly understand the importance of brand value and know how to take your bridal business to the next level to achieve the position of luxury – which often from an inside perspective is impossible to see. A professional has the ability to establish and maintain a strong brand identity, while offering a creative outlook that is hard to find elsewhere.
Hiring a professional will also save you a huge amount of time! With an endless amount of skills at their fingertips, graphic designers can work infinitely faster than an amateur would be able to – no matter how many YouTube videos you watch.
You've invested in your professional branding so now it's time to apply it. If you're a bridal boutique you may want to consider hiring an interior designer to transform the studio space using your colour palette and incorporating details that seamlessly showcase your new luxury branding.
Use it within your marketing collateral, too, from social media platforms, mailing lists and email signatures. Each and every element of your business should be considered, no matter how big or small it may be. The application is a key part of upscaling your bridal business – you've invested, now it's time to show the world.
Don't be afraid to maximise the usage of your new, high-end branding. Give yourself the confidence to throw it out there and in turn you'll give yourself confidence to flourish and anchor the desired reputation. Maximising your branding will give your bridal brand credibility – your potential clients need to see it everywhere to really believe it. Visuals have the ability to evoke emotion, inspire action and elevate your bridal business – but only if you use them to their full potential.
5 Cohesion & Consistency
Use your luxury branding cohesively and do it consistently from day one. You'll instantly take away any credibility if you publish something that is off brand, whether that's using off-brand graphics from social media platforms or using website copy that doesn't ally with your visual presence.
Clients need to visit your website and be able to get a sense of value instantaneously. The presence that your bridal business provides is supported by the power of branding and the way it carries itself online – playing an integral role in the success of providing a luxury experience for your clients. The initial impression from a fleeting glance can be the decision between justifying a price to walking away and forgetting that business ever existed.