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Get More Brides to Love You and Book You

by: Kathy DalPra

apple storeLast week I had to run to the mall to pick up an accessory for my Mac. It had been a while since I'd visited the Apple store and, this time, something was new. A Windows store had popped up just a few doors down from it. As I walked by, I peeked inside from afar.

I couldn't believe it. The layout and design were practically identical to Apple, right down to the furniture. Decor was minimal, devices were all displayed in clean rows on high tables and even the storefront copied Apple's sleek glass entryway. It was as though Apple had designed it for them, minus one detail…customers.

The Windows store was a ghost down. But three doors down, Apple was packed. (And, according to several Apple employees, this is always the case.)


I had heard from others and seen in a few articles that Microsoft plans to build a store next to every Apple store in the world. And, if that's true, why wouldn't they? Apple has garnered enviable brand loyalty by subscribing to a singular philosophy of clean, simple, beautifully designed products. I guess mimicking Apple's signature elegant design is simply part of Windows attempt to earn more market share.

The only problem? It's not working.

Elegant, simplistic design is at the heart of the Apple brand that was spearheaded by Steve Jobs. It's engrained into their very being. Jobs believed so strongly in the power of good design that he actually took a calligraphy course in college, even though it seemed silly to those around him. Many years later, typography (fonts etc.) became a key component to the clean Apple look.

Windows has never been known for clean, minimal, elegant design. Robust software for businesses? Yes. Affordable devices? Sure. But sleek, modern design? Not historically.

Which is why this new attempt to mirror Apple isn't working. It's not native to them and buyers know it. If Windows really wants to gain market share, it should go back to being Windows.

The brands we love are the ones that have a distinct personality and philosophy. They're the ones that stand for something specific and stay committed to it. It permeates everything they do and they do it better than anyone else.

So what's this got to do you with you?

If you want more brides to love you and book you, remember Apple. Be you. Take the time to reconnect with the core philosophy of your business and let that be the driving force behind everything you do; from the services you offer to the way you deliver them and the manner in which you market them too.

Embrace what's unique about your wedding business and forget what everyone else is doing. Don't be tempted to imitate anyone else, no matter how successful they appear to be. The only thing this will accomplish is making you look like a copycat while brides wonder what they'll get with you that they can't get from the business you're mimicking.

You are good enough. The better you understand the lifeblood of your brand and the more you stay true to it, the less effort you'll need to make attracting and booking brides.

Here are 3 questions that can help you begin to identify the YOU in your business again:

  1. When I started this business, what did I think I could offer that was missing in the marketplace?
  2. What motivates me to get up every morning and do this?
  3. How is my personality, style, demeanor simply different from the others in my niche or local area?