Branding Your Business on a Budget

By: Tracey Manailescu, Vice President and Cofounder of The Wedding Planners Institute of Canada

Sometimes it seems like the road to success is never ending. Well guess what? It is. Whether you are just starting out, or need a refresh, we are going to talk about how to make your brand more cohesive and branded, while still fitting within your allocated budget.

Note: There is no such thing as unlimited budget. Budget is only relevant to the purchaser. Everone has a number in mind whether big or small. Whatever you choose to spend, it needs to look professional and be consistent.

Consider the following when updating or creating your branding:

• You have brand standards and are intentional with your branding.
• You know that building trust with your audience is important. You are always speaking to your ideal client when you share articles and posts.
• Your audience know what to expect from you and your thoughts resonate with them. They comment regularly on your posts because you are validating their pain points and challenges.
• They can recognize your brand quickly and are drawn to it.

*None of the above have to do with price

Logo:

You should have 2-3 variations of your logo. They will be used for different things. Website use, social media, and business cards to name a few. Your main logo will be the version on your website, letterhead, and business cards. Instagram requires a round logo for your profile picture (monogram) unless you are using a headshot of yourself, while others need to be square.

Color Palette:

Select five colours that tend to come up over and over with your work, or you want to come up with your work, and use them on repeat. This creates a cohesive look and feel. Use them in your website, highlight covers, styled shoots and branding images.

Website:

If it looks like you made it yourself, it’s probably not good enough (unless you are a web designer).

You can purchase templates to build on, or, a designer can work with you to build your dream site. There are so many options out there that won’t cost a fortune.

• Make sure it is not all about you, and instead about the couples you want to work with. Focus on their struggles and how ou can help them. Show your expertise by problem solving and giving tips and advice.
• You should be updating your website verbiage every couple of months. Make sure your pricing and portfio is up to date.
• Get rid of anything older than three years (unless it is fab!) or looks outdated. Sometimes asking a friend, family member or industry peer what needs to go, or be added is a good idea.
• Utilize the blog feature and be consistent with it. Once a week would be great, but every two weeks would suffice.

Social Media:

Your social media should be an extension of your business and direct potential clients back to your website. The goal is to get business, not just to show off great photos. Utilze the same strategy as above. Choose the same color palette in your posts. Use your logos. Direct viewers to your website. Be consistent, and speak to your potential clients and share ideas, thoughts and solutions to challenges they may be going through in the wedding planning process. Let them know how hiring you would make the wedding planning journey easier.

Branded Photography:

There are so many opportunities for branded photography on social media. It doesn’t matter what your market is. Budget, multi-cultural, high-end, etc. Photographers offer experiences at studios, in the park, at a lavender field or their own studios. WPIC Inc. just produced a Headshot Event for our alumni in June at Harding Waterfront Estate. There were beautiful setups and the planners scheduled a time to get their photos with professional photographers. There is no excuse not to have current professional photos of yourself for your website and social media. Just do it. You won’t regret it.

*Dress how you would when working a wedding.

I hope some of these topics resonated with you and inspired you to tweak your business for the better. It truly doesn’t need to cost a fortune to make your business more professional. All of these things mentioned above, are a cost of doing business. Keep your receipts and claim the expenses.