How to brand your wedding business like Air BnB - Summer series pt 1

Wedding Pros who are ready to grow - with Becca Pountney

This August I'm letting you behind the curtains to see inside the Wedding Pro Members Lounge, my private members club for wedding business owners. Every month we have an amazing guest expert training, so I have been digging into the members lounge archives to share some of the training's with you.

Today you will here from branding expert Danny Matthews about 'how to brand your business like Air B and B.'

Find Danny on Instagram

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Time Stamps:

Introduction to the Episode (00:00:00)

Becca introduces the podcast's special series, highlighting the Wedding Pro Membership and its training programs.

Overview of the Wedding Pro Success Ladder (00:00:50)

Becca explains the three stages of the training program: build, growth, and advanced, tailored for different business earnings.

Introduction of Guest Expert Danny (00:01:47)

Becca introduces Danny, who will discuss branding and how to create a standout brand in the wedding industry.

Danny's Instagram Handle (00:02:24)

Danny shares his Instagram handle, emphasizing his unique name and inviting audience interaction.

Discussion on Branding Like Airbnb (00:03:05)

Danny begins discussing branding strategies, using Airbnb as a case study for effective communication and positioning.

Importance of Consumer Behavior Changes (00:05:07)

Danny highlights shifts in consumer behavior and the need for businesses to adapt their marketing strategies accordingly.

Context of Danny's Work (00:07:15)

Danny shares his experience working with diverse businesses, from small firms to high-growth startups, and the impact of media.

Consumer Buying Habits Over the Years (00:09:37)

Danny prompts the audience to reflect on how their purchasing behaviors have changed since 2019.

Shift to Subscription Services (00:10:39)

Danny discusses the growing trend of subscription services and how it has changed his own buying habits.

Adapting Business Models (00:12:42)

Danny encourages businesses to explore new models, such as fixed-price packages, to diversify income streams.

Conscious Purchasing Decisions (00:13:39)

Danny asks the audience if they have become more aware of their purchasing habits and the origins of their products.

Sustainability in Consumer Choices (00:14:50)

Danny emphasizes the increasing consumer focus on sustainability and ethical sourcing in their purchasing decisions.

Trends in Secondhand Purchasing (00:17:14)

Danny notes the rise of secondhand marketplaces during the pandemic, reflecting changing consumer values towards consumption.

Shift from Consumption to Participation (00:18:15)

Danny discusses the transition from mere consumption to becoming part of a community or tribe in purchasing behaviors.

Introduction to the Electric Vehicle Community (00:19:22)

Danny shares a humorous anecdote about connecting with another electric vehicle owner, highlighting community identity.

Shift in Consumer Identity (00:20:22)

Discussion on how consumer purchases now reflect personal identity and broader societal values beyond mere consumption.

Learning from Big Corporations (00:21:33)

Danny emphasizes the importance of observing larger companies for marketing strategies based on consumer behavior data.

Colgate's Marketing Transformation (00:22:34)

Colgate shifted from product-focused advertising to emotional storytelling during the pandemic, creating impactful "smile stories."

Airbnb's Marketing Strategy Change (00:24:57)

Airbnb transitioned from buying customers with ads to brand storytelling, cutting their marketing budget by 50%.

Understanding Branding (00:26:15)

Danny defines branding as the underlying reasons people buy, emphasizing its importance over traditional advertising.

Elements of Effective Branding (00:28:35)

Danny breaks down branding into strategy, messaging, behaviors, and visual identity, stressing their interconnectedness.

The Role of Storytelling in Branding (00:30:45)

Storytelling invites customers into a narrative, enhancing emotional connections and encouraging future purchases.

Long-term vs. Short-term Marketing (00:34:06)

Danny contrasts immediate returns on investment from ads with the long-term benefits of building a brand through storytelling.

Extreme Personalization in Marketing (00:37:24)

Danny highlights a trend toward extreme personalization in wedding services, exemplified by custom songs from Song Finch.

Creating Relatable Client Stories (00:38:30)

Encouragement to share clients' personal stories to foster engagement and connection with potential customers.

Taking a Stand in Marketing (00:40:26)

Danny advises businesses to express opinions on popular culture to attract like-minded clients and build a strong brand identity.

Closing Remarks and Membership Invitation (00:40:33)

Becca invites listeners to join the Wedding Pro Membership for ongoing training and resources.