Is it time to rebrand your wedding business?

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Just over 2 years ago, the Academy and its associated campuses had a complete make-over, or more precisely, a re-brand.  One of things I found really exciting about the process of re-branding as opposed to branding a new business, is all the knowledge about your business you can bring to the ‘branding brainstorming table’.
When just starting out, you don’t know your business yet.  You can do research into your target market and spend time developing goods/services that you believe will appeal to that market, but there is still an element of unknown in there. You don’t know your business or what people will think of it as yet.  That doesn’t mean you don’t brand or spend time on your brand in the beginning, but it does mean that it is ok to re-brand in the future and if you feel that your business can benefit from it.
One very simple reason for re-branding is that society changes.  When the Academy first started, online education was very new and social media was not a way of ‘doing business’, in fact it was not yet a way of communicating at all.  In the space of a few years this one very simple thing changed everything; from how we do business, to how our target market thinks, speaks and acts.
Another reason why re-branding can work is that you come to a re-brand with knowledge about your business and what your customers think about you.  When re-branding, you can ‘think deeply’ about your brand and your ideal client, because you now have knowledge about those things.  Your customers give you this information in their buying habits and feedback. It can also be found in looking at the demographic you attract.  Where do they live, what are their spending habits, how old are they, where do they work?  With this information in hand you can work backwards towards a brand that reflects who you are now and into the future, rather than where you came from and where you were projecting to in the beginning.

If you have had a wedding or event business for several years, now might be the time to give your brand a check-up to assess whether it is still sending the message you need it to in order to attract your ideal client.  If you are just starting out, a good way to start thinking about your brand and the ideal client you want to attract, is to think about your ideal working environment and your own personal style, as Academy student Morgan has done in the inspiration board below.  Thanks so much for sharing your vibrant board with us Morgan.
Graduates of the Academy may find it useful to review their business units ahead of a re-brand.  You may also like to read this blog post by our CEO Kylie Carlson, about using mind-maps for rebranding.

1-planning space assignment 27
‘Planning Space’ by Morgan Davison


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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.