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What is a Brand Identity for your Wedding Business?

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Jac

know that we have a number of students who are beginning to think about their business and whilst many of you may jump first to thinking about your details like; business name, colours, fonts, logo and how the business cards will look,  I want to encourage you to put those things to side and first consider the thing that will inform all of those decision, your brand.
Back in 2014 the Academy went through a major re-brand, of all of its campues.  It was an exciting, yet challenging process.  With so many of our students about to embark on their own branding journey and some of our Graduates, now at the stage where it might be time to think about re-branding their business, I thought it was timely to revisit a post written by our CEO, Kylie Carlson, explaining just what the term, Brand Identity means.  A lot of what we worked through with a brand specialist, you can actually do yourself and the process Kylie describes below is a great place to start.  I also highly recommend a visit to the How to Style Your Brand blog and you may even want to purchase the book published by the same author of the blog.

Now, over to Kylie for more on just what a Brand Identity is.

Hands up who knows what a brand identity is? Hmm…I thought as much. Don’t worry you aren’t alone. In the wedding industry many people glaze over at the mention of branding and then hurriedly mumble something about already having a logo. As we’ve mentioned about a hundred times on the blog this month we are going through our own re-brand at the moment, and thought it would be good to share the process with you as branding is such a hot topic in the world of business, especially small businesses.
So a brand identity is more than just your logo. Whilst it does include your logo it also includes many other things such as your fonts, colours, images, graphics, patterns and anything else that defines the look and feel of your company. Below you will see part of our brand identity that has been designed for the Academy, remember though that we went through quite a process with our brand consultant to get to this point.
rsz_uk_rebrand_concept
As you can see above we’ve created our logo and the variations on our logo that we can use in different formats. We’ve also got patterns that will feature throughout the design of things like our business cards, blog, website etc. It is these things that will need to be consistent through every piece of our marketing to put forward a cohesive image.
Next we move onto our fonts. Again it is about consistency of your brand. The last thing you want is to have one set of fonts you use on your website, another set on your blog, something different again on business cards etc. It just doesn’t look good and again doesn’t give you the cohesiveness you’re looking for. Work with a designer to develop a set of fonts that work with your brand. It may be that your online fonts are a little more general and your offline fonts, used in printing and signage, are more customised and elaborate.
There also needs to be a consistency with your colour. If you work with a brand consultant they will provide you with Brand Guidelines, which you can send to anyone who might be designing adverts, leaflets or promotional material for you. They will need to know the exact colour of your brand to ensure they get it right. As you will see below the page taken from our Brand Guidelines shows the exact colours used for all of our campuses ensuring that again everything is completely cohesive and consistent.
rsz_brand_guidelines-1
Now for a checklist of what you should have in your Brand Guidelines:

  • Logo – there are a few versions of your logo you need to make sure you receive. Firstly you want a high resolution version to use for printing. EPS files are among the most versatile and widely used vector format for logos, primarily because they can be resized without compromising image quality. It is always advisable to multiple versions of your logo for different treatments.
  • Fonts – your Brand Guideline must specify fonts to be used in branded communications, including typeface size. It should include header font, body copy font, secondary body font, any accent fonts and also web or device fonts.
  • Colours – you will need the specific Pantone (PMS) colours of the brand colour palette
  • Patterns & Graphics – you will require the art files for any of the patterns or images that have been developed as part of your brand identity and they should be included in the Brand Guidelines.
  • Legibility & Usage – there should also be a section outlining how the logo should be used in different situations including print, website and anywhere such as social media where it will need to be substantially smaller than it has been designed to be

Finally make sure you store copies of your Brand Guidelines somewhere safe in case or emergency, accident or computer malfunction. It is always a good idea to have a copy in several places like Dropbox and Google Docs.
I hope this helps you to understand a little of what goes into creating a brand identity for your wedding business and we look forward to sharing our new website with you soon featuring our brand new logo, fonts, colours, patterns and much more.

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David Tutera

Leading Wedding & Entertaining Expert, David Tutera is hailed as an artistic visionary whose ability, uniquely creative talents and outstanding reputation have made him a tremendous success in the lifestyle arena. Tutera has created a name for himself by taking his passion for designing spectacular events and transforming it into a lifestyle.

He continuously exceeds the expected with an unmatched level of inspiration, imagination and innovation to create the latest trends in entertaining. Tutera’s grandfather, a successful florist, first noticed his grandson’s artistic ability at an early age and encouraged David to pursue his destiny. At age 19, with the sound advice of his grandfather and only one client, David opened his own event planning business.

Today, David Tutera presides over an award winning company built from experience, dedication and Tutera’s natural talent for transforming the ordinary into the extraordinary. His name has become synonymous with style, elegance, creativity and vision. David Tutera has a natural talent for transforming the ordinary into the extraordinary. His name has become synonymous with style, elegance, creativity and vision.

Honored by Life & Style Magazine as “Best Celebrity Wedding Planner,” David’s impressive client list includes Jewel, Star Jones’ wedding, Real Housewife Taylor Armstrong’s wedding, Los Angeles Clippers’ Chris Paul’s wedding, NY Giants Antonio Pierce’s wedding, Shannen Doherty’s wedding and events for Jennifer Lopez, Matthew McConaughey, Brandy and Ray J, Jenni “JWoww” Farley, Lil’ Kim, the Official Post Grammy Parties in New York City, Elton John, Barbara Walters, the Rolling Stones, Nancy Reagan, Prince Charles, The White House, private events for the Vice President, Kenneth Cole, Tommy Hilfiger, Susan Lucci, The John F. Kennedy Center, as well as countless film premieres and celebrity parties for royalty, politicians and socialites.

Tutera has also designed events for several charities including the Prevent Cancer Foundation, the Alzheimer’s Association, DIFFA (Design Industries Foundation Fighting Aids) and the Make-A-Wish Foundation. David has made guest appearances on Today, Extra!, Good Morning America, The View, CNN, The Rachael Ray Show, The Talk, Steve Harvey, Wendy Williams and many more. In addition People, USA Today, In Touch, Wall Street Journal, New York Times, In Style, Cosmopolitan, Redbook, Bridal Guide and Town & Country have all featured his work.

Tutera has also made special television appearances in the popular daytime soap, The Young & the Restless and TV Land’s The Exes. David lives in Los Angeles with his husband Joey, daughter Cielo and their rescue dog Lucy.

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The Academy’s courses are both inspiring and informative, offering real, strategic insight into the world of wedding planning. Each video is packed with valuable guidance to help you refine your approach, from client interaction to showcasing your creative vision. I highly recommend this Academy to aspiring wedding planners — not only for the quality of the content, but also for the supportive and engaging community that comes with

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Working with Wedding Academy has been an incredible experience. Their ability to blend creativity with strategic business insights is unmatched. I’ve seen firsthand how their courses empower students to transform their passion into thriving businesses. The global impact they’ve made, reaching students from over 60 countries, speaks volumes about their commitment to accessible, high-quality education. Jac Bowie's leadership and the academy's continuous drive for innovation ensure they stay ahead of industry trends, making it the perfect platform for anyone looking to succeed in the ever-evolving wedding space. Whether you're starting out or already established, Wedding Academy provides the tools ...

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I am a planner and coordinator and wanted to add styling to my services so decided to enrol on the styling course the wedding academy provide and it was the best decision. I thoroughly enjoyed the course and I have learnt so much. I am now putting all my learnings into practice and launching my new service in a few weeks. I am excited to see where the results of the course takes me in my future.

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I have previously worked in the wedding industry as a caterer but after several years out of the business i decided to return to the industry. I did a lot of research and the wedding academy seemed to offer everything i needed. From my initial contact with Kylie and her team i have always been well advised and supported. The tutors and mentors are highly knowledgeable in their fields and unlike other courses are always available to help should you need it. Regular Zoom chats and reviews set this course apart from the rest. If you are looking for ...

Tracy Yates
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From my very first contact with the Wedding Academy, I have felt part of a wonderful, supportive community. The courses are well explained and there are a multitude of avenues to get additional information and support if required. Being part of the academy is like having your own business mentor by your side.