Bridal Brand Positioning: The 4 Questions You Need to Answer for a Solid Foundation
What does it take to build a successful bridal brand in today’s digital world? A lot of thinking and creativity, it turns out. That’s because although the internet has made it easier than ever to expose the world to your brand, it’s now also more difficult to transcend all the (online) noise and claim a solid place in a person’s consciousness. In short, there are a whole lot of lines out there vying for those brides’ and bridal buyers’ attention, and the task of figuring out how to make yours stand out is, well, not easy.
That said, if you don’t have a brand positioning plan, you’re definitely missing out on opportunities to get your brand noticed. It’s not too late to start implementing changes, though. I’ll go over some of the most important points to consider when thinking about how you will position your brand, and I’ll also provide some real bridal brand examples.
The first thing you want to do is to take the time to think about exactly who you’re designing your wedding gowns for. Then, with as much precision as possible, answer the following:
What is the mission behind your brand? Tel Aviv based line Galia Lahav, one of the top bridal brands in the world, describes her brand as follows: “Galia Lahav is a bridal and evening couture design house, which masters in the art of creating luxury dresses. GL dresses are not modest (but) rather extravagant and intricate in beautiful design.” The team behind the Galia Lahav brand has clearly established their mission and has been successful in conveying what the brand stands for so that brides know what to expect from it: sexy, unconventional, luxuriously beaded bridal gowns.
What is your process? Describe how and where you design and produce your gowns. Going back to our GL example, she says “All the dresses made in Galia’s studio are hand made by the top seamstresses in Israel using the finest luxury sewing techniques.” The more specific you get, the better. This is really your promise to your customer - you’re letting her know the quality of gown she should expect if she buys your dress (now, you have to be transparent about your process and quality - if you promise hand-sewn appliques, don’t deliver glued on details).
Who are you designing for? If you’re designing for every bride out there then you’re designing for no bride. I can’t stress this enough. The Galia Lahav bride, for example, is in the higher income level, enjoys a certain lifestyle, and is very likely body confident. Now, your brand might be minimal in aesthetic, bohemian or whimsical - the point is, you need to think about your ideal bride and what type of person she is - not just her age, education and income level, but also what are her world views, and what is she passionate about?
What makes your brand different? In the bridal world (back to our Galia Lahav example), there’s certainly more than one brand that makes sexy, unconventional, luxuriously beaded bridal gowns. So how has Galia Lahav managed to differentiate her line from all others? Her promise and philosophy: “We create lavish dresses immaculate in detail while further composing each creation to exude first-class fit on the body...our mission to provide our clients with the finest service possible. We aim to produce pristine couture fashion that is faultless from each hand sewn lace applique to every intricate beaded detail.” Every season, the line comes out with new collections of lavish, beautifully made gowns that continue to uphold that philosophy. And based on brand reviews, it seems Galia Lahav does in fact deliver pristine gowns. Keeping her promise of quality and value to the bride and the stockist is what differentiates the GL brand from the others.
Once you’ve carefully thought through the above questions, you’ll have a better idea of how to go about creating a compelling brand story, positioning your brand, and targeting your ideal customer. Keep in mind, you have to give stores and brides a great reason to choose your brand over others. Do this by implementing a digital marketing strategy that includes the following components: a logo, a good color scheme, consistent online tone & voice, and images that reflect all these components - your visual identity should be unique and consistent across all social media platforms.
It’s no secret the bridal sector is inundated with lines from all over world. Brands now compete with local, national and international brands (on the plus side, you too are now able to reach international markets) and all the online noise is making it ever more difficult to get seen and heard. If you have a better understanding of your target customer, however, you’re in a better position than most lines. That’s the first step - the foundation - understanding your customer and how you can serve her better. Once you have this down, it’s all about strategy and implementation.