Representing your venue in an inclusive way with your brand.

Today on the blog, I’m delighted to welcome the wonderful Vaishali Shah of Ananya Cards who is also diversity and inclusion guru within The Wedding Venue Members’ Club. Vaishali talks us through how we should be representing our venues in a diverse and inclusive way.

Stationery, branding, and copy are all ways that you can tell your venue story: your past, your present, and your future. From the first moment that couples come across you online, they should feel welcome and excited – and a key element of that is them feeling represented and understood by your messaging.

Not only will this lead to more bookings and happier clients, it will also allow you to stand out and be recognised on a global stage. You’ll connect with audiences both local and international, boost your reputation in an authentic way, and establish yourself as a well-respected brand with truly engaged followers and fans.

RESEARCH & CRITICAL SELF-AWARENESS

The first step is to invest time into research and some critical self-awareness too: this will allow you to understand your reach, highlight any gaps in knowledge or areas of discomfort, and refine your sensitivity to all the ways in which your messaging may affect different clients.

Start by imagining your ideal client; now tweak that image, broaden it, and remind yourself that clients of all nationalities, religions, cultures, and backgrounds may still have those same goals and aspirations as that original “ideal client” you thought of.

Spend time with people who represent your ideal client and target audiences to understand them better. Start conversations with new and diverse people and blogs within the wedding sphere: follow new social media accounts, make new connections, and suggest new partnerships, so you are widening your perspective and exposure.

AUDIT YOUR MEDIA

The next step is to audit what promotional photographs and videos you are using for your website, your brochures, your stationery, and your social media. When you look at this gallery as a whole, can you honestly say that ALL your current and prospective clients are represented here?

Consumers want to see themselves in your communication and know that you truly relate to them and their needs. Consider questions like positive gender portrayal, and inclusive imagery and diversity; your images should show global representation in skin colour, physical or mental abilities, sexual orientation, gender identity, ethnicity, cultural identifiers, and marriage equality across the board.

Your clients are planning their weddings, one of the biggest days of their family lives and legacies - and they should feel, every step of the way, that you are as committed to celebrating love in all its forms as they are. The visual elements of your messaging will be a very powerful way to connect personally and at a deeper level with your audiences, and to show them your dedication to eliminating stereotypes.

CULTURAL COPY

Finally, it’s time to assess the wording and branding that sits alongside that imagery: your business name, your logo, your colour palette, and the copy you use. If you have any concerns about elements of this being offensive, or culturally insensitive, then it’s most likely not right; if you are having those thoughts, it’s probable that others will too!

Inform and educate yourself and run your ideas past diverse selection of trusted peers. Research meanings of colours and symbols relevant to your ideal client and adapt accordingly, and constantly remind yourself that not all conventions and perceptions are universal. Do your approved supplier list and your wedding packages consider the needs of non-alcohol Muslim weddings, Asian weddings, Halal weddings, Kosher weddings, or vegetarian weddings? There are many variables to be explored and understood, and it is your responsibility to educate yourself on the ways that you can adapt and serve every wedding’s needs.

Is your language inclusive? Will it resonate positively with different cultures? Are you using gender-neutral pronouns in your copy? For example: are you still saying “Mr and Mrs”, “Bride and Groom”, or “Bridal Suite”? If you are using slogans and humour, take the time to assess whether these will translate well and be understood across different cultures and languages. If you think many of your

customers may not speak English, definitely consider having your website / costs translated into other languages / currencies for an international audience.

CHAMPION YOUR VALUES

Your website is your flagship manifesto, so it’s helpful to have a ‘diversity and inclusion’ section that couples can browse and read if they wish to. This is your chance to champion your values and show your prospective clients that you are aligned with one another.

Make sure to also give your customers several easy ways to contact you, whether that’s via email address, WhatsApp or telephone with full international dial code.

It takes concerted effort and investment to become truly representative of today’s society and showing that your venue is committed to this means creating an environment where all couples feel they are listened to, and genuinely belong. Inclusivity is a process and an ongoing goal; it is a series of conscious decisions as you run your business and unlock the full potential of your brand.

We hope this post had provided some insight and food for thought! To discuss your stationery or branding and how to weave inclusivity into your venue story, please get in touch with Vaishali at Ananya Cards.

Tel: +44 (0)20 7242 1877 Website: www.ananyacards.com Email: info@ananyacards.com Instagram: @ananyacards Facebook: www.facebook.com/ananyacards