7 Visual Branding Mistakes Wedding Suppliers Still Make
Photo by Faizur Rehman
Written by Melissa Woods
Your visual branding is often the first impression a couple gets of your business. Before they read a word of your bio or hear about your packages, they see your logo, your colours, your photos, and your layout. That first glance can either spark curiosity or cause them to click away.
In the wedding industry, where emotion and aesthetics play such a huge role, your brand needs to do more than look pretty. It needs to communicate who you are, what you do, and who you do it for - clearly and confidently.
The problem is, many talented suppliers are still making the same visual branding mistakes that confuse, alienate, or simply fail to connect with their ideal clients.
Here are seven of the most common branding missteps still happening in 2025, and how to avoid them.
1. Trying to Please Everyone
Your branding is not meant to appeal to the entire wedding market. If you’re trying to be everything to everyone, you’ll end up with a bland and forgettable brand.
Whether you're a florist, photographer, celebrant, or cake artist, your visual identity should reflect your niche and your personality. A couple should be able to tell, within seconds, if you're the right fit for them.
Trying to be too safe or neutral often results in being overlooked. Strong branding polarises in the right way. It draws in the couples who align with you and gently repels those who don’t.
2. Inconsistent Visuals Across Platforms
You might have a beautiful Instagram feed, but if your website looks like it hasn’t been touched in five years or your logo appears differently in every location, you’re giving off mixed signals - take it from someone who has been guilty of this in the past!
Modern couples expect cohesion. If your colours, fonts, photo styles, and tone don’t align across your platforms, it creates confusion and undermines trust.
A consistent visual identity tells your audience that you are thoughtful, professional, and detail-oriented - qualities every couple is looking for in a supplier.
3. Using Poor Quality or Irrelevant Photography
Beautiful visuals are the cornerstone of wedding industry branding, but too many suppliers still rely on outdated, over-processed, or irrelevant images that do not represent their work or ideal clients.
You don’t need endless styled shoots, but you do need photography that reflects your current offering, values and aesthetic.
That means:
No grainy, dark or pixelated images
No generic stock photos that don’t match your brand
No photos of weddings you would not want to book again
Inconsistent editing or filters
Invest in a small number of high-quality images that showcase your best work and use them consistently.
4. Using Cliché or Outdated Colour Palettes
Blush pink and gold screams ‘generic’ and ‘mainstresam’ when it comes to weddings. Colour trends shift, and what once felt elegant can now feel dated.
Choose a palette that reflects your personality, appeals to your target audience and sets you apart in the market. Your colours should feel intentional, not default.
And once you choose them, stick with them. Random changes dilute your brand. Again, this is something I’ve been guilty of in the past. Consistency builds recognition and trust. Think of all your favourite brands and you’ll see what I mean.
Photo by Keila Hötzel
5. Hiding Behind Your Logo
A logo is important, but it is not your brand. Relying too heavily on your logo, or leading every visual touchpoint with it, can make your business feel faceless.
Modern couples want to book people, not logos. They want to feel a connection.
Your brand should reflect who you are, not just what you sell. That means showing your face, telling your story, and letting your tone and values come through in your visuals as well as your words.
6. Not Designing for Mobile
If your visual branding only looks good on a desktop screen, you’re already falling behind. The majority of couples will first interact with your brand on their phone.
Check that:
Your logo is legible at small sizes
Your fonts are readable on mobile
Your Instagram Highlights and Stories are branded and engaging
Your website and contact forms are easy to use on a phone
Mobile-first design is no longer optional. If your brand experience falls apart on a phone, you are losing bookings without even realising it.
7. Branding That Doesn’t Reflect Your Work
There is a disconnect when a supplier has bold, editorial styling on social media but a website filled with soft, romantic copy. Or when their visual identity feels cool and contemporary but their packages and pricing suggest something completely different.
Everything about your brand - visuals, tone, content, and delivery should work together to tell one cohesive story. If your visuals suggest one thing and your offering suggests another, clients will hesitate.
Ask yourself:
Does my brand look and feel like the service I provide?
Does it attract the kind of couples I want to work with?
If not, it might be time for a refresh.
Photo by Christina @ wocintechchat.com
Good Branding Doesn’t Have to Be Complicated
You don’t need a full rebrand every time trends shift. But you do need clarity, cohesion, and a visual identity that reflects who you are now - not who you were 10 years ago. The Un-Wedding’s relaunch as MNT is a classic example of this.
Your brand is your introduction. It should spark trust, confidence, and curiosity. When done well, it brings the right couples to your door and makes it easy for them to say yes.
Modern wedding suppliers who invest in clear, confident branding are the ones who stand out in a crowded market. If your work is brilliant, your brand should be too.