Your Business is Getting Older, But Your Brand Doesn't Have to

Your long-standing brand has the recipe for success – experience, industry know-how, reputation, and connections. But with that comes the constant pressure to stay fresh and inspired amidst the revolving door of trends and expectations that are unique to the new generation of clients.

So, here’s the million-dollar question: how can you remain adaptive and appeal to today’s engaged couples while ensuring that your business is sustainable? Let’s take a look.

Embracing new platforms, apps, and methods

Have fun and experiment with new apps and creative methods for getting the word out there about your brand. With newly engaged couples turning more toward TikTok and finding vendors from viral videos, this is a great time to explore short-form video content. And beyond that, exploring new client-facing tech can mean a world of difference for those looking for more hands-on communication.

For me, hiring someone to assist with social media and content creation was an absolute game-changer. If being in front of the camera doesn’t come naturally to you, having someone help with ideation can be the perfect way to step outside of the box. Try your hand at behind-the-scenes clips, what the creative process typically looks like, or unique edits of recent events. Trending audio can also help push your TikToks and Reels to the top of the algorithm!

Breaking free of your comfort zone

Out with the old, in with the new — kind of. After years in business, you know best what works for your client and internal workflows and what doesn’t, but that isn’t to say that you can’t build on how you do business. Stepping outside of the norm when it comes to sales and overall experience can be a nice shift.

Consider what couples these days find exciting about the planning process. Processes that are tried and true for you may not feel super exciting for your clients, so think about how you can amp it up. Incorporating something such as vision boards and collaborative tech adds an immersive touch, plus it can ensure that everyone is on the same page about the end result.

Tapping into cross-generational appeal

Let’s face it — we’re in the unique position in the wedding industry where we’re getting older and our engaged couples are staying relatively the same age. Keeping things fresh and modern is a major priority, and prospective clients want to see that you can adapt to the changing of the tides with trends and expectations.

For this, I highly recommend keeping your finger on the pulse of evolving trends and even auditing your social media and website to stay relevant. Gen Z, for example, is all about inclusivity, transparency, authenticity, and sustainability. How do your brand voice, verbiage, and portfolio shape up? Make sure that you’re putting your best foot forward with diverse posts and galleries, and that your captions and web copy are inclusive of all couples.

Adopting new approaches will keep the dust off your brand, and it’s a great exercise in sustainability. Just be mindful of staying true to yourself in the process!