Developing a brand story is a critical part of every successful business marketing strategy. The wedding industry is saturated with numerous talents, but you will stand out with a great brand story. Whether or not you are new to the wedding business, your brand story is the key to finding and retaining the right couples. The secret is to be easy to find, relatable, and trustworthy.
Why Does Brand Storytelling Matter?
Unlike some years back, today’s society is digitally driven and overly automated. The internet offers instant fulfillment and convenience. Human touch, on the other hand, is becoming more and more scarce and desired.
In the current environment, your wedding business cannot survive as a faceless entity. You need to connect and engage with your potential clients on a deeper level. Brand storytelling comes in handy at this point.
Besides listing why couples should hire your services, you need to share a story that evokes emotions. Tell your brand’s history, value propositions, successes, and challenges on your website and other communication platforms.
A brand story is a must-have for you to maximize your wedding business visibility and profits. For a profitable business and a captivating brand, treat the story as a top marketing strategy.
Below are tips on how to develop a brand story for your wedding business.
In a Crowded Marketplace, Be Different
There are lots of wedding professionals out there creating and sharing their website content daily. While the internet has made marketing accessible, it also makes it hard for the best brands to stand out. Having quality services is not enough; you need to give unique information to differentiate your business from the other providers.
Don’t just give your audience statistics and facts; focus on building a memorable, thoughtful, authentic brand. Wrap your information into a great story that summarizes your message and persuades your audience to respond. Use a distinctive narrative to highlight your business history, accomplishments, and plans.
Think about the emotions you want to elicit in your potential customers every time they come across your brand story. Your visitors may forget the content they read, but they will remember how your story made them-this should be your driving force since emotions evoke action more than facts.
Summarize Your Elevator Pitch
Go directly to the point when stating the type of services you offer so that your team and everyone interacting with your brand can repeat it effortlessly to other couples. If you can’t describe your wedding services in a single sentence, then it’s time to edit your brand story.
For example, if you are a wedding photographer in Texas but can offer services in surrounding areas, don’t break down this information into several sentences. However, if you provide more than one service, you might consider separating the services into two business divisions. After which, you summarize your elevator pitch for each division.
Think of a Tagline That Will Accompany Your Brand Logo
A tagline is different from a one-sentence elevator pitch. While your value pop describes the type of services you are offering, your Tagline should caption your business brand. It gives a hint of your story without going into details. Your choice of words will determine how your audience feels after viewing your website.
With the help of your team, develop phrases and words that correlate with your personality and story. Don’t stop until you come up with a unique tagline; avoid anything that sounds generic. Just do you!
Pick the Right Images
Like every other wedding professional, you either have hundreds or thousands of images of your work, but only a few of them are worth adding to your website. Images that you use to represent your business are the hero images; they draw visual attention to your storefront on online platforms.
All your hero images should deliver similar information and tell the same story; otherwise, you will create visual confusion. Don’t let couples question your credibility. If you don’t have the perfect images, hire a professional photographer to capture the details of your services at your next wedding.
Focus On Clients’ Needs
You might be tempted to focus more on your business offerings than your clients’ needs and problems. Resist this temptation. Remember, couples’ needs are why they visited your website searching for a solution; it’s a hook to your brand story. Once you reflect your customers’ needs in the story you’re giving on your website, they will trust your solution.
Have a Consistent Brand Design
Your design, including the font, graphics, color, and design elements, plus your signature words, should be consistent. Follow specific design guidelines when telling your story. For example, couples would get confused when they see images of your services accompanied by fluffy captions.
The design guidelines are like rules that every team member must follow when uploading anything on your website. Agree on the colors, fonts, words, and phrases to use for your brand story. To be on the safe side, also indicate words that don’t match your brand story. If you’re struggling through this process, you can hire a web designer to work the magic on behalf of your brand.
Test on Your Phone
When visitors view your website through their phone, there is a high possibility that they decide whether or not to work with you in seconds. Meaning they might not scroll down for further details about your business. It’s up to you to make a stunning first impression in five seconds or less.
Use your phone to view how your website looks at a glance. Without tapping or scrolling, check what fits on the screen. Does the page look presentable? Are the images the best representation of your services? If you must tap or scroll down, it’s time to review your brand story.
Narrow down your brand story to something simple. The keys are Problem, Solution, and Success. Complex brand stories erode trust.
Need help? Contact us today for more information on our branding and website design services. We are more than ready to help.