Branding used to be a term known only in marketing and design fields, but is now working its way down to the average everyday business. Wikipedia defines a brand as “a collection of images and ideas representing an economic producer; more specifically, it refers to the concrete symbols such as a name, logo, slogan, and design scheme…A brand often includes an explicit logo, fonts, color schemes, symbols, sound which may be developed to represent implicit values, ideas, and even personality.”
How does this concept apply to weddings? Historically, it has only been applied to stationery suites. The bride would pick out an invitation set and it would present a very limited view of the type of wedding (anyone else sick of the white invite with silver border??). In recent years, this concept has introduced the use of monograms (and not your boring script three letter variety). A bride can pick from one of thousands of invitation designers. Along with that, event design has filtered from the very expensive budgets to the very inexpensive budgets. Brides are hiring companies in record numbers (or DIYing) to produce a cohesive feel and look for their weddings.
So how do you brand? Not just with picking colors, but picking an overall theme that will run constant without being overpowering. The easiest way I’ve found to break this down for a wedding is to focus on the five senses: see, hear, touch, smell, taste.
More to come this week…