My company provides a web-based software product that allows wedding planners to create wedding timelines in a more efficient and professional manner. (Please read the "Essence of Our Brand Identity" section of my notes to understand the essence of what our logo needs to communicate.)
For each wedding that a wedding planner plans, she needs to create a detailed document (usually 8 to 15 pages long), which describes all of the various activities happening on the wedding day. For example, the timeline will list things like the time when the bride is getting her hair and make up done, the time when the wedding ceremony will start, which bridesmaids are walking down the aisle with which groomsmen, the time the wedding reception will start, etc.
In order to prepare the wedding day timeline, wedding planners currently have to spend many hours going back and forth with the client, the wedding DJ, the photographer, the cake baker, etc. to finalize the details of the day.
Our software, Timeline Genie, makes it much easier for wedding planners to create their wedding timelines in collaboration with the other parties involved in the wedding.
When our customers are using our software, they want to feel like everything is "easy breezy" or a "cinch." Without our software, the process of creating timelines is normally very painful and tedious for planners and cause them a lot of anxiety. When they're using our product, they want to feel like the work is "simple, easy, and painless."
NOTE: While wedding planners are our initial target market, we will later target event planners in general. Our brand identity must be tailor made for our initial target, but it MUST NOT alienate other event planners (e.g. corporate event planners or social event planners) in the future.
To provide a very detailed description of our target market, I have included a Persona below. This Persona is a fictitious person, but she is based on extensive research. Our logo should appeal to this person, AND it should also capture the essence of what our brand identity seeks to evoke. (See "Essence of Our Brand Identity Notes" below.)
Name: Kimberly Johnson
Company Name: Elegant Planning
Company Location: Los Angeles
Relationship Status: Married
Wedding Planning Experience: 3 years (full-time)
Full Time Employees: 0
Events Per Year: 13
Annual Revenue: $55,000
Kimberly Johnson is a relatively young wedding planner. She’s been married for almost two years, and she does not have kids yet. She started doing wedding planning 5 years ago (part time for friends), and she launched her own company 3 years ago. Kimberly has a college degree in political science, and her business generates a little over $50,000 per year. She charges around $7,500 for her average full-service event.
Kimberly spends roughly 25 hours creating a timeline for each of her events, and she dreads that work. She would much rather be meeting with clients or thinking creatively about her upcoming events. Kimberly is a people person, and she does not like being chained to her desk doing tedious work (like timeline drafting).
Kimberly has day-of wedding assistants, but no full-time employees, so she feels the pain of doing all of the timeline work for all of her events. She works over 50 hours per week during the wedding season (May through October).
Kimberly’s main goal in creating timelines is practical; she needs to have a shared playbook with her vendors, so they can execute superbly on the wedding day. After she finalizes the timeline for an event, she has the confident feeling of, “I got this.”
When Kimberly is using our software to create her timelines, she wants to feel “easy breezy,” like the whole process is a cinch.
At her core, Kimberly is motivated to do wedding planning because she loves the work. She loves making people happy, and she feels a deep satisfaction when she “gets a bride down the aisle.” Kimberly feels amazing when a bride later tells her, “I don’t know what I would’ve done without you.”