What happens when 35 luxury wedding planners make nearly identical branding decisions? Apparently, a whole lot of white backgrounds, serif fonts, and promises of seamless experiences.
In the first episode of Name Brand, I'm talking about what I discovered after studying 35 luxury wedding planner websites across five different markets—and why the findings matter for businesses well beyond the wedding industry.
When good branding starts looking the same
Here's the thing: these weren't bad websites. Quite the opposite.
The businesses I studied had beautiful portfolios, impressive credentials, and branding choices that made perfect sense individually.
But when I looked at all 35 websites side by side, the similarities became impossible to ignore.
Every single website used white or an almost-white background. Thirty of the 35 brands used accent colors from just three color families: dusty blue, sage green, and warm taupe.
And the copy? Sixteen homepages used the word "luxury," twelve used "seamless," and eleven used some version of "dream."
None of these choices is inherently wrong. But when potential customers are comparing several businesses at once, even beautiful branding can become difficult to distinguish.
Something can be tasteful and still be completely forgettable.
What we're talking about in this episode
We're getting into why businesses within the same industry often end up looking and sounding alike, even when they're actively trying to differentiate themselves.
Including:
The competitor research trap: How looking to other businesses in your industry for inspiration can unintentionally make your brand more similar to theirs.
The language everyone gravitates toward: Why words like "luxury," "seamless," and "unforgettable" can lose their impact when everyone uses them.
The difference between fitting in and being recognizable: Why standing out doesn't require abandoning every convention in your industry.
The overlooked details that affect credibility: What broken images, outdated content, and neglected websites communicate to potential customers.
And while luxury wedding planners are the subject of this particular study, the bigger conversation applies to just about any business operating in a crowded market.
Listen to Episode 1 of Name Brand
If you've ever wondered whether your branding distinguishes your business—or simply makes it look like it belongs in your industry—this episode is for you.
One question to keep in mind as you listen: If you opened your website alongside five of your competitors and removed everyone's logos, would you still recognize yours?
