As a business owner in the wedding industry, you are the biggest representation of your brand. Whether you are a planner, photographer, florist, or any other creative entrepreneur serving couples on one of the most important days of their lives, you are part of the luxury industry. And here’s the truth: the higher you ascend up the ladder, the more your market expects you to represent yourself, and your business, as a trusted leader in luxury. But are you unintentionally sabotaging your brand?
Many people will tell you to “just be authentic,” and they’re not wrong. Authenticity is important. But, authenticity doesn’t mean leaning into the side of you that’s best left at home. How you show up matters. It sends a message long before you ever say a word. Let’s break this down:
1. Your Attire
What does your clothing say about you when you show up for client meetings, site visits, and networking events? Do you look like the polished representative of a luxury business or do you look like you just ran an errand at Trader Joe’s? This isn’t about designer labels or spending a fortune on clothes, it’s about dressing intentionally so that your presence reflects the caliber of service you provide. Luxury clients notice the details.
2. Your Mouth
I used to work on a kitchen line in a restaurant, so believe me, I get it. I love a well-placed curse word as much as the next person. But, I’ve learned (the hard way) that dropping curse words at client events or industry functions can quickly erode the perception of your professionalism. Harsh language can come across as low class or even uneducated, regardless of your true character or credentials. It’s not worth the risk of dimming your reputation.
3. Your Written Communication
Your emails, proposals, and contracts are extensions of your brand. Typos and grammatical errors immediately lower the perception of your business. Even something as simple as font choice can set a tone. Before sending any business communication, ask: Does this look and sound like it came from a luxury brand?
4. Your Social Media Presence
Are you using your business account to argue with others on social media? Are you posting content that aligns with your brand’s values and message and/or content that confuses your audience? Social media is often the first touchpoint potential clients have with your business. Make sure what they find supports your luxury positioning, not undermines it.
5. Your Positioning
And, speaking of luxury positioning, my mom used to say, “Birds of a feather flock together.” And, it’s true in business. The vendors and industry partners you align yourself with reflect directly on your brand. Are they just as professional and elevated as you? Or are you constantly trying to encourage them to level up? I’m not saying turn your back on your friends or colleagues, but recognize that your brand’s reputation is judged by the company you keep.
6. Your Work
This is not the time to mimic Elsa’s “let it go.” In the world of luxury brands, you are judged by your knowledge, expertise, and attention to the finest detail. So, plan accordingly, lean into your creativity, and yes—steam those linens.
Final Thoughts
In the wedding industry, your brand isn’t just your the gorgeous photos and videos on your social media and website. It’s you. How you dress, how you speak, how you write, how you show up online, and the company you keep all contribute to how the market perceives you. So, ask yourself, “Am I presenting myself as the face of a luxury brand.” or “Am I sending mixed signals?” Small changes in how you show up can have a big impact on how others see you, and ultimately, the clients you attract.
Ready to Elevate Your Business?
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Love and Soul Always, Kawania
Photo: Love Life Images
Kawania Howerton Wooten
With 30+ years of experience shaping conferences and high-end events for Washington DC’s elite, Kawania Wooten seamlessly blends her expertise in event management with her early culinary industry experience. As a recognized wedding industry expert, Kawania brought her knowledge to the classroom for eight years, where she taught courses at Prince George’s Community College. Her award-winning contributions to the event industry and her company’s celebrated client care have solidified her reputation as a driving force within the industry.
