Everyone has a signature style in the wedding industry.
No matter what you do, you have a signature style. That’s right– caterers, photographers, wedding planners, florists, and entertainers: you all have a signature style. Your signature style turns into your secret sauce. It becomes “the thing” that clients can’t find anywhere else but with you. Sure, they could find another [INSERT WHAT YOU DO HERE], but they won’t find anyone to do like you.
Maybe it is your food presentation or service style.
It could be the intricate way you style and pose your clients.
What about the way you style your front board or stage for entertainment?
Surely, we can pick out one of your floral or cake designs from others and say, ‘That’s a [YOU] design!”
That is what having a signature style gets you: recognition.
That recognition turns into attraction, and that attraction turns into a currency that only you can cash in on. A signature style is what makes clients say “I don’t want just anyone, I want YOU”. Don’t mistake a signature style with being pigeonholed. It’s not an assumption (nor is it a license) to do the same thing over and over. Think of yourself as a linguist– a translator, even. Couples come to you because they want their wedding, but through your eyes, with your vision and your style. What’s even better, they will pay to have it.
- Determine what your signature style is. Think about how you can elevate the performance or production of your service so that it is instantly recognizable. How will you stand out? Do you have a signature color or flower? Is there an overall theme to your brand or service? How can you translate this at the planning and production levels?
- Establish its impact and value. Why is it important to your client? What does it add to the event overall? Being able to correlate how your style also elevates the client’s event into a one-of-a-kind experience showcases why they should pick you over anyone else. Your signature style will be why people will pay a premium to work with you.
- Don’t make your signature style optional. Just like you can’t go to Burger King and ask for a Big Mac or to Louis Vuitton for a Coach bag, do not entertain requests to water down or eliminate your style or mimic someone else’s. Make your style an integral part of your service and brand, where no one can differentiate where one ends and the other begins.