July 2010
I have been reading some interesting things lately about branding and the Wedding Industry. For years now I have been telling you how important branding your business is, and to a certain extent in your local market , it is.
Where I see it beginning to change in on the larger national level.
Let’s take a look. First you have things like Vera Wang banding together with David’s Bridal. That pretty much dilutes her brand to smithereens. She has done the same thing with her line for Macy’s. Once a brand that epitomized luxury and understated elegance, the Vera Wang label now is within reach of anyone.
While we are on the topic of bridal gowns…
I recently interviewed several of the bridal salons that I have worked with over the years. These salons all carry both moderate and couture labels. The one thing that they all said was that brides were no longer seeking a specific label of designer but a particular style and price point. As opposed to saying, “I am looking for a Reem Acra” they are more like to say I want a trumpet style in the under $1000 price range. This is a strong departure from just a few years ago when high end brides would often identify themselves on forums as being “ A Reem Bride.”
I am getting a sense of this happening across the board. With such a glut of wedding vendors in the market place today, brides are finding what they want in a variety of price ranges. Those labels don’t mean a lot anymore.
Take for instance invitations. Having Crane invitations once said a lot about your wedding. Now brides just buy Crane paper and print then at home.
As the average budget for weddings is dropping due to the current economic stress, the label, it seems, has been the first thing to go.
What does that mean for the small local vendors?
For one thing, it means that you can no longer depend on the lines you carry to draw in clients. You are better off trumpeting the fact that you offer goods and services in multiple price ranges than advertizing your lines.
As for branding your own business, I think that is still important in a local market. But you had better be doing it on customer service rather than price. Build your brand and your reputation around an image of being the most dependable and honest vendor in your category. Brides know they can get anything cheaper just down the lane, but it is still true that for this occasion they are willing to pay a bit more for peace of mind and anything to relieve stress.
Here is one tip, go back through you testimonials and rearrange them putting the ones that compliment your customer service closest to the top.
Get in the habit of asking your brides what you can do to make their planning easier? It could be something like if you are a florist you can arrange their linen rental for them. First, you have made their planning easier but you should have also made a little extra coin on it.
Photographers; you could offer to recommend, even set up consultations with make-up and hair professionals for your brides.
Band, DJs, are you recommending dance instructors?
The beauty of all this is that you are offering them help at a time of certain stress in their lives without it costing you any coin, just time.
You won’t have to cut your prices if just holding their hand gets you the sale.
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