#BridalRebrand: Undertaking Change in the Name of Inclusivity

This is a unique era for the wedding industry. A social evolution that has created growth opportunities for tuned-in business owners is unfolding. Recognition of marriage equality is not unique to the United States. It is a global phenomenon, demanding a response from industries serving same- and opposite-sex couples. It demands a #BridalRebrand.WHY REBRAND NOW?According to Bonnie Fedchock, executive director of the National Association for Catering and Events (NACE), there has been significant change in the industry. "The result is a much more diverse population, including cultures, customs, needs, and desires. This change presents opportunities for wedding professionals to differentiate themselves and offer both specialty and inclusive services,” she says. Indeed, just 10 years ago that sensitivity toward inclusive language was considered “optional.” As marriage equality picked up steam, it became essential, especially in states that legally recognized same-sex marriages. Now, it is a mandate. “The call for inclusivity is a basic, understood best practice,” says Kathryn Hamm of GayWeddings.com.The wedding industry has notoriously marketed to “brides”—to the exclusion of grooms. Supporting inclusivity provides us with the perfect opportunity to correct this omission. It allows inclusion of gay grooms, straight grooms, lesbian brides, straight brides, and those who do not identify with traditional labels.As David Wood, owner of the Association of Bridal Consultants (ABC), emphasizes, “We all serve a global marketplace today. Since so many couples will find you through the Internet, your platform needs to be as inclusive as possible.”USING ALTERNATIVE LANGUAGEIf references to “brides” and “bridal” are out, what alternative language is available? Replace hetero-normative references with words like “couples,” “pairs,” or “to-be-weds.” It’s easier than it seems. Replace “bridal” with “wedding,” as in “wedding party,” “wedding market,” and “wedding shows.” Attending to these modifications is a matter of habit. WHERE TO BEGIN?A rebrand is a huge undertaking, so approach it in pieces. Take an eagle-eye view of your entire brand. “Ask yourself: Am I communicating inclusively to the market I wish to serve? Would grooms feel welcome seeking me out? Would same-sex couples feel comfortable seeking me out? Would today’s millennial couple (LGBTQ or non-LGBTQ) feel comfortable?” says Hamm. Review your marketing materials, says Fedchock, “including print and electronic pieces, but especially, your website. Be sure the videos, pictures, and language are all representative of and appealing to the markets you wish to serve.” On your website, Wood recommends you “show photo highlights of your prior weddings, with couples of many backgrounds. Use venue settings, from casual to formal, and both indoor and outside. Depict people of diverse backgrounds and ages. You want as many people as possible to feel comfortable when reviewing your marketing materials.”Regularly revisit your SEO keywords to keep your site optimized. Plan and implement new strategies to boost your search engine rankings among same-sex couples. Rebranding is a process. Share your journey with your blog audience. Let them know you are in the midst of a #BridalRebrand. You’ll keep the interest of couples seeking inclusivity and cast yourself and your business in an accepting, progressive light. Beyond websites and brochuresRebranding also means examining all aspects of your business and your personal assumptions. Don’t neglect your company name, logo, tag line, product offerings, and the language you use in conversation. Are you making assumptions that exclude couples in the first 10 minutes of your in-person sales meetings, or are you demonstrating how open you are to their individual needs?ADDING BENEFITS OF REBRANDINGWhen your #BridalRebrand is complete, you will communicate a more accepting perspective to couples from all walks of life. More couples will book your services, pushing you ahead of competitors who may not be as open. “Both same-sex and opposite-sex couples are seeking vendors that are fully inclusive now,” says Brit Bertino, president of the Wedding Industry Professionals Association. “Don’t be surprised if you notice yourself surpassing your competitors who choose to shut out a major demographic—meanwhile, you’ll be light years ahead!”Kevin Dennis of Fantasy Sound Event Services in Livermore, Calif., says, “We have had many more same-sex couples, as well as received compliments on our inclusivity from our other couples.” According to WeddingWire’s 2016 Survey of Contemporary Couples & Current Wedding Trends, approximately 50 percent of opposite-sex couples consider inclusivity a factor when choosing a vendor, in addition to 99 percent of LGBTQ couples. “It starts with each individual wedding professional taking a look at what he or she offers in terms of products and services and how that message is being articulated, doing market research to understand what today’s couples need, and then budgeting to move away from the bridal bias,” says Hamm.THE FUTURE OF THE INDUSTRYRarely does a marketing movement yield such redeeming social value, but in the case of rebranding for inclusivity, the benefits significantly outweigh any effort or inconvenience. The more we honor diversity, the more accepted same-sex weddings will be by all. WPM __Meghan Ely, OFD Consulting, Richmond, Va.