Craft a Message That Matches Your Brand Persona

Jul 28

By Veronica M. Foster, MWP, VTA

As a wedding professional, your business isn’t just what you do—it’s how people experience you. Whether you’re a romantic luxury planner, a no-nonsense timeline queen, or a boho-chic elopement specialist, your brand message should sound like you, feel like you, and attract the clients you actually want.

That’s why your brand persona is so important. It shapes every caption, email, blog post, and marketing message you put into the world. But here’s the catch: if your brand voice and your messaging don’t match, you’ll confuse potential clients instead of converting them.

Let’s walk through how to define your brand persona—and how to write like the business you want to be.

What Is a Brand Persona?

Your brand persona is the personality, tone, and style that your business presents to the world. It reflects:

How you speak (warm, witty, polished, friendly, etc.)
What values your business stands for
Who your ideal client is
What makes your business unique

Think of it as your business’s voice at the dinner party. Is it the polished expert giving calm advice? The fun best friend with trendy ideas? Or the calm, collected professional who brings peace to the planning chaos?

If You Don’t Have a Brand Persona Yet…

No worries—here’s how to create one.

STEP 1: Define Your Ideal Client

Ask yourself:

Who do I love working with?
What do they value most—style, service, trust, calmness?
What’s their personality like?

STEP 2: Identify Your Brand Keywords

Choose 3–5 adjectives that describe your business personality. Examples:

Elegant | Sophisticated | Calm
Bold | Trendy | Creative
Warm | Approachable | Trustworthy
Luxe | Refined | Timeless

STEP 3: Write Like You Talk

Look at your emails or texts to real clients. Do you use emojis? Are you polished and professional? Do you crack jokes? Start there.

Pro tip: Your brand voice should be a consistent version of your natural communication style—not a copy of someone else’s.

STEP 4: Create a One-Liner Brand Message

Write a simple one-line sentence that sums up your mission and vibe. For example:

“We plan meaningful, elegant weddings with ease and intention.”
or
“For couples who want fun, fearless wedding planning without the fluff.”

This becomes the tone-setter for all your messaging.

Match Your Message to Your Persona

Now that you’ve got a brand persona, it’s time to make sure your messaging reflects it. That includes:

Website copy
Social media captions
Email marketing
Wedding show materials
Client guides and proposals
Out-of-office auto-replies

Before posting, ask: Does this sound like my brand?

For example:

If your brand is playful and fun, skip stiff or overly formal language.
If your brand is luxury and calm, avoid slang or emojis.
If your brand is modern and bold, lean into directness and strong visuals.

Real Example: The Disconnect That Lost the Lead

ABC member “Lena,” a destination wedding planner, said her brand was “modern and upscale,” but her emails to clients started with “Hey girl!” and included lots of GIFs and exclamation marks. After a few lost leads, she reevaluated her tone. “I realized I sounded more casual than the high-end service I was trying to sell. Once I refined my brand voice, I started attracting the right clients—and closing more sales.”

Your Voice Builds Trust

When your message reflects your persona, clients know what to expect—and start building trust before you ever meet. It creates consistency, clarity, and confidence in your brand.

Your voice is one of your greatest marketing tools. Use it intentionally.

Want help defining your brand persona?
ABC members can download our “Brand Persona Builder” worksheet to walk you through the process of choosing your brand words, writing your mission message, and mapping your tone.