Candice (00:01.422)

Hey, it's your coach Candace. Welcome back to the podcast. I have another awesome behind the brand episode for you today. I'm bringing on a former guest, Desiree Adams of Verve Event Co. Desiree joined me, gosh, I think it was probably almost two years ago now on the podcast to talk about her podcast and also the shop that she launched in her business. And I asked her if she would be willing to come back on the show to talk a

Little bit more about the evolution of her brand since she's been on the podcast, but also because she underwent a really kind of intense rebrand, repositioning, high visibility campaign for her business. I know all of this because I've been working with Desiree since I think like 2020. I think Desiree and I have been working. I think it's been since 2020, right?

Desiree (00:37.824)

Mm-hmm.

Desiree (00:49.496)

I know, I like, was it sorry.

Desiree (00:58.056)

I tried to go back, I was like, was it pre COVID or was it COVID? But it was definitely like in I definitely remember us talking about COVID and like how this sucks for our industry and how to get through it. So I definitely think it was at that time. So that makes sense.

Candice (01:06.753)

Yeah.

Candice (01:10.188)

I think so too. So for like six years, Desiree and I have been working together. She's been in my mastermind. So I had a real front row seat to the whole rebranding process that she went through. And she invested heavily in this, by the way. I don't know if she'll be willing to tell us how much she invested, but I can tell you she invested quite a bit of money in this reband rebrand and repositioning campaign.

So I wanted to have her on the podcast to talk about this, but also just the evolution of her brand. And as we get into the interview, I think you're gonna understand why I asked her to come on the show. Now, Desiree is the founder and the creative director of Verve Event Co., a full service wedding planning and design firm known for creating highly personalized wedding weekends for their clients, where story driven design and exceptional hospitality.

Come together. Now, if you follow Desiree on Instagram, you know all about the Butler stick. So when we talk about hospitality and exceptional wedding design, you can see firsthand how all of this comes together for her clients. Now, with a background in producing events for high-level guests, including diplomats and heads of state, Desiree and her team both bring creative vision and operational excellence to every celebration.

Through her work with clients and her podcast, The Planner's Edit, which also got a bit of a rebrand, which we'll talk about today. Desiree helps couples and event professionals create experiences that feel personal, foster connection, and are remembered long after the celebration has ended. So today we're gonna examine how Desiree got her start, what her first wedding really looked like, the evolution of her brand.

And I'm really gonna pick her brain on the marketing side because one thing I know for sure, Desiree is not afraid to market her business and to show up in her marketing. So my hope is that she is gonna give us all the tea on how she manages all of this and does all of this. So let's get into it.

Candice (03:23.841)

All right, friends, I'm so excited to introduce you to Desiree. Desiree, welcome back to the podcast.

Desiree (03:29.272)

Thank you so much, Candace. I'm so excited to be here today.

Candice (03:32.542)

I'm so excited you have agreed to come back to talk about your business and talk about your journey. Thanks again for agreeing to come back on the show. A lot has changed since you were last on the podcast. But before we get into the changes, I want to begin our discussion with a question I ask every guest who joins us on Behind the Brand. And that is: what inspired you to start your business in the wedding industry? How did all of this

Come about, take us back in time, year, moment in time, where what's your origin story?

Desiree (04:08.076)

The origin story. I love that. everyone loves a good origin story. So I would say my origin story began in 2014, if you have to be concrete. I had been working in Washington, DC for a number of years on special events. So that was my focus. but our daughter was born in 2014, and so I took some time off at that time. I took about six months off, and I started a Etsy shop.

Candice (04:20.407)

Yeah.

Desiree (04:38.146)

Because I was like, I'm stuck here, you know, I gotta do something. So I started an Etsy shop. And that's really when I think my entrepreneurial start happened. I never was an entrepreneur before then. but so I started that and then we moved to upstate New York in 2015. I had my son and I joke because we had been talking about like me going back to work and

I, you know, my I say that my my son slept for six hours at eight months old. And I was like, I'm ready to go back to work. Let's do this. Because I was well rested. and that's when I started thinking about what I wanted to do, et cetera. And I wanted to go back and basically my idea was I was going to network with other planners in the areas, do contract work. I met with a photographer. She did our baby photos, and she said, you know, I think you would be better served.

Candice (05:10.893)

Yeah.

Desiree (05:32.299)

networking with vendors as opposed to planners. I think she was like, there's a lot of competition and they don't, they're not really open to playing nice. And I was like, but I don't think I knew that at the time. I figured it out. So I was like, well, I can't really just h say hi to photographers and florists and like, here's my name. So that's when I decided, okay, now it's start to start time to start my company. And that's really where it began. But at that time I really just wanted to support my family, have some flexibility, you know

be home with the kids, but also have something to do. And I really didn't have an idea of what it was actually going to become at that time.

Candice (06:10.859)

And look at how far you come now. I mean, it's incredible. And so that brings me to another question that I love to ask, which is what was your original vision when you started? And you know, in in a in a kind of brief summary, like how it how has it evolved? Like, could you ever imagine that you your business would be producing the style of events it's producing today? Was that part of your original vision or was it something that evolved over time?

Desiree (06:35.778)

I definitely think it was as far as like, you know, if you had told Desiree whoever seven years ago, eight years ago this is what I would be doing, it was not part of my original vision. You know, it was I think because I was I really just like started it at not having thought about it very long. So I feel like my vision was pretty generic. I was like looking on either side of me of like what is what are people doing in the wedding industry? So I guess that's what I'll do.

Candice (06:54.231)

Yeah.

Desiree (07:01.802)

So I was really just really just kind of figuring out like the lay of the land that first year. by the into the second year, I hired a brand designer really just to create our logo for us and like a you know, a color palette, et cetera. And at that time, I told her I wanted to be like the Tom Calicchio of weddings. I felt like this was back, yeah, I love top chef. And I was like, you know, Tom Callicchio has craft.

Candice (07:22.805)

I love it.

Desiree (07:29.174)

His restaurant is so successful. I mean, everybody knows who he is. And he is unapologetically successful, but he's also not flashy. He's more understated. He really lets the food speak for itself. And he was confident enough in his capabilities that he didn't have to try to convince you of that. And I was like, I want to be like that. Like, I don't want to have to like, if you don't know who I am, that's your loss. Basically, is like what how I looked at it.

Candice (07:33.707)

Yep.

Candice (07:55.225)

Yeah.

Desiree (07:57.177)

Even back then, you know? but as far as like our services, we offered full service planning. I went straight to that. I did offer wedding management. But in again, in like my special event corporate career, like we did everything. It wasn't like you're gonna hand it off to us in the at the end and like we'll just take over. So I really went for that because that's what I knew. I also felt like with wedding management, I didn't want to be fixing other people's mistakes that that just stressed me out.

Power to people who do that because I think it's such a hard job. it wasn't for me. And I also felt like even when I did have wedding management clients, the relationship just wasn't there. It was it just felt more transactional to me because it was a shorter relationship. And I really, really liked getting to know my clients and really being there for them like the whole entire process because I'm just like a sentimental, sappy person. And I just love like

you know, taking care of them the whole entire time. So it's really what we focused on in the beginning. I didn't have the podcast. I never thought like, you know, I would go in like I would have like an education arm or anything. And so and I know we talked about that, but I never at that b in the beginning, it was, you know, really just focusing on events like weddings, etc.

Candice (09:14.253)

And take me back to your very first wedding. I love hearing these stories because I feel like there's they can be so different, but also so similar. So take us all the way back to your very first wedding. What was that like for you?

Desiree (09:28.13)

So the very first wedding I got, I like sharing this story because soon after I started the company, I sent, you know, an email to a lot of my contacts. Here's what I'm doing. I hope you're doing well. And I had I had been told this whenever you start a new job or a new endeavor, just tell people about it. So that when you go back to them and you need something, it's not like, I haven't heard from you in five years. So, anyways, I did that. And soon after I did that a couple of months, I received I think it was I don't know if it was an email or a call.

But I was contacted by a former client and she and I had worked on the foundation that she worked at, their gala for three years. And she was like, I'm getting married in Pennsylvania, and I want you to do my wedding. I know you're doing them now and I would love to work with you again. I was like, this is awesome. She was great. I did like working with her. And she and her husband were planning a wedding festival. So not like your typical wedding at all. so it was definitely straight back into like my special event.

production days. it was super fun. The it was, you know, a two day event. So like the welcome event on Friday was supposed to be like inspired by Outstanding in the Field. So it's like a farm to table event. We had a giant concert stage with trusses. So there was a band on Friday and a band on Saturday. Like one band was it was like a Fleetwood Mac tribute band and like a journey tribute band, I think. So they were like serious productions.

Candice (10:52.95)

Yeah.

Desiree (10:54.506)

She told me though that her budget for the wedding was $30,000. She was like, Desiree, everything is dirt cheap in Pennsylvania. I think we can get away with everything for $30,000. And I was like, okay. I quoted her my fee was $7,500 because I tried to figure out like it was a flat fee. Learned from this event not to do a flat fee. but I tried, you know, I tried to do the math of how many hours was it going to take. So, you know, it and it it took me longer, but I think that was, you know, part of like my education.

Candice (11:04.385)

Hehehehehe

Desiree (11:24.258)

But the week of the wedding, it rained seven inches on the Tuesday before the wedding. And to to try to like paint the picture for you, their house was they lived on a lake. So their house was above the lake, but then the hill behind their house was where the concert and everything was going to be. So try we had to get everything up the hill, which was challenging because there was literally, like she said on Tuesday, there's like ra water running down the hill onto their driveway.

So it was a muddy, muddy, giant mess. So I got there early. Luckily, her the husband groom at the time knew construction people. So we had to get these giant swamp mats because we had these production trailers like coming up the hill. It was like a disaster. And I was so stressed out. And you know, it was like 11 o'clock, like Thursday night, and we were still there. But the bride was just sitting in the house.

putting together her thank you gifts. She was like, Desiree, I know you're gonna take care of everything. I'm not even worried about it. And was like, she's right. I am gonna figure it out. And we did. Thank God. But it was kind of crazy. I mean the wedding itself was awesome. Like things luckily dried out because it was like 90 degrees. They jumped into the water after their ceremony. It was like a festival. Like some of their guests jumped into the water too. And it was really, really fun. but that was my first wedding. And it was, I feel like it was very fitting. It was my first wedding because it was

A special event with a wedding just thrown in for fun, but it was more about like the event itself than like the actual ceremony.

Candice (12:58.121)

Yeah, well, it definitely played into your gifts of logistics and being able to manage all those things. I'm so impressed that you charge $7,500 for your first wedding. You have gotta be the only person I have ever met who has actually done something like that before. I am literally shocked. and I don't know why, because I I know you and I know your business and everything, but kudos to you. that is pretty awesome. And something

the newer planners listening to our podcast, you know, back in 2000, what was this, 2014, 15?

Desiree (13:31.212)

Well, no, I think this wedding would have been in like twenty s eighteen, I think. Yeah.

Candice (13:35.758)

2018. Okay, so we're going back like eight years ago. Desiree in her first wedding under her brand charged $7,500. Like put Lee's, and that was eight years ago. Why are we hemming and hawing over our fee? it just it's so inspiring. Okay. What was a strategy or decision that you felt like you made early on in your business that really contributed to your overall growth? Was it your confidence and pricing? Like, what was it?

Desiree (13:39.948)

Mm-hmm.

Desiree (14:05.194)

No, it was hiring Candace. Not and this is not an ad, not an ad. But I really, you know, the reason why I did it was because I think a couple of years in, I was talking to my friend, Jim, who is an orthodontist. And so he and I are both entrepreneurs. And I said, you know, I I love what I do, but I feel like I, you know, w there's not like a school to go for to learn what we do, right? And there's not and I'm always I love learning.

Candice (14:06.605)

Mic drop.

Desiree (14:34.506)

And I'm like, what else? Like, how else can I get better? And he's like, Well, do you listen to any podcast? And I was no, I don't. I should do that. And and I think I don't know if it was because I found your podcast, but then I was Googling so smart. business plans. It was a pin, it was probably a Pinterest ad, or not an ad, but it was a Pinterest pin. It was one of yours on like creating your business plan. I was like, obviously, I need a business plan. I'm don't have one. So I started doing that. And that's how I initially found you.

But I really feel like, you know, I'm not I I I I can run events, but I'm not an expert in running a business. I never had experience running the business. I didn't get an MBA. And I really wanted to learn from somebody that had done what I had, you know, what I wanted to do, has accomplished things, who someone I respected and

And I really feel like that, you know, you have been with me. I'm never leaving. You've been with me in so many different chapters of the business and have seen so many different things. And like when I want to do something new, like we talk about it. There's obviously like the mastermind, there's other people in the in the group. And I really feel like, you know, surrounding yourself with people that know.

Candice (15:31.318)

Yeah.

Yeah.

Desiree (15:49.289)

where you want to go or have been there or have done things or know someone has been so helpful in my growth because otherwise being a business owner is lonely, it's tiring, you know, you're isolated. And I really feel like that, you know, even you know, as a coach, you push us and you challenge us. You don't tell us the answer, but you help us figure out the right answer for us. And I think that has really

helped me to have the confidence to be like, okay, I I can do it. And you have given me some really good pep talks. But I think that has really, really helped in like so many different parts of when I've wanted to do something different or change direction or whatever. So not paid, just really honest.

Candice (16:32.653)

Well, I appreciate making your list of one of the biggest dis best decisions that you made early on that affected your business. You bring up such a great point though. a few, a few wonderful points. I think two, working with a business coach for so long, some people can be like, Well, why don't you get another opinion? Or why don't you work with someone else? And listen, Desiree has all gone to other

Coaches, while we've worked together to get insights on something they might specialize in to assist her, but I think there's something so wonderful about a person knowing your business and knowing the history of your business and like understanding your personality so well that you don't have to get them up to speed. You don't have to explain yourself. They can just un they understand where you're coming from and they give you really rich advice through developing that relationship, something that

Desiree (17:06.188)

Yeah.

Candice (17:24.299)

We definitely have done over the last six years. And something that you're also doing with the women that you're coaching.

Because Desiree is a wealth of knowledge. I mean, when I tell you, I learned from her systems, processes, what she's doing with her clients, how she's designing, how she's innovating. And I love that, like me, you have a heart to give back to people and want to teach people. And people are also so interested in how you do things because you are so open and you market your design ideas, you market how you produce a

Events to attract clients that, like naturally, planners who want to be doing what you're doing are reaching out to you and saying, Desiree, tell me about these timeline things that you're creating. Tell me about your bridal party packets that she has, like these cute little books that she custom prints, and it's like so adorable and fun. So I love that through our coaching too, and your experience, you have also started to give back to the industry and coaching newer planners and planners who are really trying to establish.

Establish themselves as full service planners. I will say Desiree is so good at helping a planner who's like stuck in the event management circle, like cycle, helping you break out of that and develop a full service process and a position that's gonna get you booked. So I love it that you're doing that. And I, you know, I love being your coach. You can't ever leave me, I forbid it.

Desiree (18:54.464)

I know. No, I know. It's it's never gonna happen. But I think it's you're right because there is that history of knowing something. It's like what we do for our clients though in weddings. Like you have to get to know them in order to be able to advise them. And you knowing my history, my tendencies, any we you know, blind spots that I have or whatever it is, you can really advise me and you know like where I wanna go, or if that changes, like we talk about it so that you can really

Candice (19:14.892)

Yeah.

Desiree (19:22.27)

advise me and on and you bring such a knowledge, having worked with so many other people, that it's just so so helpful for anyone, you know, that yeah, all the things. I for sure agree. Yeah.

Candice (19:33.013)

All the things, all the things. Just a love fest. I have such a love for coaching. I think everybody should have a coach in their corner, especially in seasons of business where you're going through change or you need another perspective or you need to be pushed and held accountable for sure.

Desiree (19:46.263)

Yeah, I agree. Yeah. And I think that's that's the I think the value of a coach is someone that is going to push you. They're not gonna show you the answer, but they're gonna they're gonna push you, train you, give you the tools so that you can become better at whatever it is that you wanna do.

Candice (20:03.425)

I mean, a good coach wants you to be able to think for yourself and be to be able to make decisions based on your experience and what you want, and not to have to rely on the coach to help you make every decision. They want you to come to those decisions yourself. I would love to talk about marketing because this is where you're a badass at so many things, Desiree, but marketing is you are so good at this. And everybody listening.

And I'm gonna make a blanket statement. Everybody listening can learn from Desiree and her marketing chops and her ability to hit publish. I'm here waiting to get some good gems dropped because I even need a little Desiree pep talk on this. So go follow Desiree on Instagram. I'll link to her in the show notes so you can see what I mean. But long story short.

Desiree is not afraid to put herself out there. She's not afraid to record herself. She's not afraid to put an opinion out there, an idea. She's not afraid to get up on camera. She's not afraid to show her designs, show her her style, and really put herself front and center as the main character in her marketing. And I think that works so beautifully for her. It really helps to position her well.

especially in a competitive market which she's in and it helps draw wonderful clients to her. So Desiree, could you give us a little bit of advice? First of all, have you always been has this always been easy for you putting yourself out there and like being front and center?

Desiree (21:39.875)

Good point. I don't know if you know, I was talking about this kind of similar topic with one of my friends. she's actually a my daughter's dance teacher. and I forget that our my, you know, my stories go to Facebook as well, and that's when she sees them. but she said to me there, and then also we went out to get drinks one time. She was like, I just love how you don't feel afraid of taking up space. Like, how is that?

And I don't know if it's because she is a dancer too, and this is what made me think of it. But I, you know, I was a dancer, I danced, and then I did cheerleading. And so I was always I always like love moving my body. And so that's why my mom put me in dance. But I don't know if it's because I am comfortable being on stage and like here I am. So you like it or you don't. So I don't know if it was because of dance, or my mom was a psychiatrist and she's like, Whatever you want to do, sweetheart, you can do whatever you want.

Candice (22:35.391)

Yeah.

Desiree (22:37.08)

She's not like the typical Asian, I think, in that sense. You know, she was, you know, she's a psychiatrist and she's like, you can put your mind to it. Everything is gonna work out, right? but I really feel like I just it had I I do think it has taken me some time to be comfortable doing this, as comfortable as I am. And I think in the beginning, you know, people would do like face-to-camera videos and

During COVID, I was like, you know, I'm just gonna go live because everyone, you know, we're all home in our pajamas or whatever. I would get myself ready, right? I would make make sure that I felt comfortable presenting myself. So I would do my makeup or whatever. and but I think it's also a muscle that you have to practice. And over time, you just get used to turning on the camera, doing your makeup. Yes, I will still do multiple takes. Like if I eat.

If I have like, you know, QA's on Instagram and I have to re-record my answer five times, I will still do that. so you may not see that, but I still show up and I still do it because it's gonna be gone in 24 hours. Right. So I feel like just being okay with yourself and then practicing that over and over again and getting used to it, I think has definitely made me feel more comfortable showing up and pressing play, you know, pressing you know, pressing publish, like you said.

But I think and I think that's the biggest challenge for a lot of people is that they just can't press publish. It's all in drafts and they just don't. But you're never going to get better at doing it or doing the thing if you just can't get over that. And, you know, early on in my career I also liked listening to Gary Vanderchuk, which is who he can be very polarizing. But I think he also stressed how it's it's a journey for all of us and you can't be focused.

on where you are right now and where you think you want to get to. Like it's it's a whole long journey. And you should be proud of where you were, you know, five years ago. And that's part of your story. And that's why if you dig down deep in my social media, you can see my very very it's a long scroll, but you can see those very first posts that I did, which are really random. But I think that's part of your story. And like in 10 years, you can be like, look at where I started and this is where I am now.

Desiree (24:53.664)

So I feel like that also gives me the confidence to be like, that's just part of my journey. And I will move on and it will get more polished over time. But the more and more you do it, the further along you're going to get.

Candice (25:06.025)

So very true. And I'm very happy that you said that. Action creates clarity. And you gotta put in the work. You gotta put in the reps. And over time you get so much better. It's like the first time you try dance class, you're not gonna be coordinated. But you keep going back, you get better and better. You learn the rhythm, the moves, what to do, and you look halfway decent dancing. it's the same thing, and you've gotta put in the time, you've got to put in the work, but over time you do get so much better. You're right about

Desiree (25:10.048)

Mm-hmm.

Candice (25:35.522)

The drafts, because I think a lot of a lot of planners are sitting on mountains of content. A lot of a lot of business owners are sitting on lots of content opportunities and lots of things that are just in their camera roller in drafts and they're afraid to hit publish. But if you don't start putting yourself out there more and take the chance, you're missing out on a lot of visibility opportunities.

I mean, don't you do you think that at this point in the industry it's sort of inescapable? Like you kind of need to, from a marketing perspective, prioritize video, yourself and video, you doing the work, and even you sharing your thoughts and opinions on things.

Desiree (26:19.298)

I do think so. I feel like people buy from people, not from brands. And as a business owner, people need to know who they're working with and who, you know, who is representing them or who they would be talking to. And I that's why I think it's it's hard for us to show up because, you know, we're not used to it. But I think that's but we're used to watching people, right? And someone there was a girl that I was talking to, she's a content creator and she was like really encouraging me to

put all of my stuff that's on Instagram, on TikTok. And I was like, it's just another platform. Da da da. She was like, girl, she was like, I have to show up. Do you think, you know, she same name some influencer that I have no idea. She was like, she doesn't put on makeup and she makes millions of dollars or whatever it is. Like, does do you think she cares that you, you know, your makeup isn't done? No, because like, look, and people just want to see you, you know? And I think people, we're our hardest critic. And you just have to kind of get over that.

Candice (27:17.739)

You do no, you do. You do have to kind of get over it. You do. And if you need to get a ring light or use the retouch tool in Cap Cut, like do it. I mean, I do it. I d I don't care. I mean, i if it helps me feel more confident showing up in the camera, I don't really care. and I I totally understand not have the the feeling of my hair's not done, my makeup's not done. I totally understand that. But

Desiree (27:24.108)

Okay.

Desiree (27:27.789)

Yeah.

Candice (27:42.722)

you can't allow that to continue to be an excuse and also be upset that your business is not advancing in the ways that you want it to because your visibility is lacking. Like you you have to decide what's more painful. Showing up on camera and maybe saying a few many too many times or not getting as many clients or not getting the types of clients that you want to get. I would love to know Desiree, what types of when you look at your marketing like moving forward.

What are you guys prioritizing from a marketing standpoint to hit your sales goals, your visibility goals? Like what is like in a part of your marketing meetings, what are you prioritizing or planning for as the wedding season continues to roll through?

Desiree (28:27.458)

So we went through our rebrand. And then even after the rebrand, I was thinking like last year about like the types of clients that I really, really enjoyed working with. And I tell our so like we, you know, I have contractors that work for me and like my social media and like my podcasts and like the blog and stuff like that. We're really wanting to work with clients that trust us and

Are there, you know, they hire us because they are really there for the experience for their guests. so w a long for a long time I would focus on like, here's our book, and here's what we do, and like here's like here are all of the things that make me a really, really good planner. But then I kind of feel like that attracted clients that really like that aspect, but weren't able to live in the moment. And so

I've kind of tried to shift that as far as like what we talk about in our marketing. And I'm really trying to focus on the experience that you're gonna have at the wedding because that's what we really care about, is them being present at the wedding. You're gonna get the amazing documents and all that stuff like that because we're so crazy about that. But I want you to be focused on like the end product, which is your experience at the wedding. So so that's as far as like.

verbiage or like angle. That's what we're I'm really trying to focus on. But as far as like marketing and networking, I I did hire a content creator last year. it has been huge because I would spend hours, hours putting together one reel. And I don't have time for that. I enjoyed it because again I was like I was, you know, I I like putting the timing with the music because I was a dancer. So it's like a choreography moment choreography moment for me.

But is that the best use of my time? No. so I did have a content creator. She came to our weddings and now she creates our content for us. She's a she's a Gen Z. And I love it because I want Gen Z talking to Gen Z slash millennials. I then last night like Stell Me Pretty, you shared something of ours and I was like, do I just share it? I don't want to share it and be cringy millennial. Cause I'm just like, I don't know.

Candice (30:19.713)

No.

Desiree (30:42.57)

to say, which is terrible. She's girl, just share it. And I was you're right. I should. I'll share it tomorrow when it's like prime time. but I did hire someone for that because I wanted someone who is doing content creation who understands like not necessarily the trends but has a pulse on what's going on in social media and and what is gonna help keep our content fresh because I

Candice (30:45.615)

Ha ha ha.

Desiree (31:06.494)

try not to do a lot of the scrolling because I don't want to get in my head of like what who's doing what and you know getting distracted with that stuff. I think it's good for inspiration, but I don't want it to cloud my judgment as far as like what I want to do for our clients. So I try to have guardrails around it. But I think that's been very, very helpful because I don't have to think about the next what is this specific piece of content doing. And then we meet, you know, monthly to talk about metrics, etc. But I feel like that has been very helpful as far as our

presence on social media and then now you know that now that stuff gets we you know we post it to TikTok, which is great because now it's it's I was very resistant for the longest time really because I just didn't want to be like another platform and having to keep up with it. But I I know that it's it's it's a numbers game where you have to be in many places in order for you to get found. so that's I think part of it and you know as a business owner, we're spread so thin. So you you know having people to help you is really, really important. And then of course like relationships too. I think like

I spent some time going to networking events and just seeing, you know, who else is out there. And I think that's really kind of reset myself for expectations of like the types of people I want to work with, amazing that you know, reminded me that there's so many amazing people in the industry. And I we can't just stay in our little community. And it's really, really important to branch out and meet other people too. So

Candice (32:28.011)

Yeah, I fully agree.

You prioritize marketing. I would say that marketing and you I mean you can tell me if this is true, but I feel like marketing to you is like as equal as client experience or your systems and processes. Like it it it is right up there at the top of your list of maintenance, consistency, excellence. You really put a lot of time into your marketing, and you're not just marketing verb, you're marketing your podcast, you got a newsletter, you've got your email list, you're in multiple places.

You invest in marketing, which I think is really smart, and you understand what maybe some of your limitations are, and you pay for someone to come in and help you there. When you're thinking about content creation and videos, do you walk into a wedding with a plan for what you want? I know the answer to this, but I think asking this feels silly because I know she walks in with a plan. I know her, even though we've never discussed this before. but do you walk in with a plan? And like, what does that look like? Like, how do you leverage because you're

Desiree (33:19.128)

No, it's fine.

Candice (33:29.737)

on camera showcasing stuff, you're doing stuff, you and your team are being filmed. Like, is it intentional or is it happening organically? Is it a bit of both?

Desiree (33:38.423)

It's a bit of both. Before each wedding, so our content creator, you know, she and I meet. I share with her the deck, the design deck of, you know, the design dossier of like, here's everything that we have done for this wedding. We go over the timeline. and she'll put together some ideas of things that maybe we might want to try to film on that day. So some of it is like, okay, sh, you know, because she understands like what's going on in

you know, the social media worlds. So she's like, let's do a couple of reels like this. And so we'll try to squeeze those in. but then also it's just, you know, we talk about, you know, we have content that's this. What don't why don't we try to get content that's focused on this? You know, so we have a variety of different things that we're trying to film on that day. yeah.

Candice (34:21.613)

really smart and also because you work with maybe the same content creator, like they know what they've filmed in the past, so they can say, okay, well we haven't done this yet. Or this could go with that. So that's nice that you have that continuity there.

Desiree (34:33.684)

Yeah, exactly. And 'cause because she 'cause originally I hired her just really to create to capture the content for us. And then I was gonna then make all the reels from what she captured. And then I was like, you know, it really just makes sense for her to be there on site, capture things, and then she creates the content for it because she knows what we're trying to accomplish. So it's again, it's like having that longevity and the history and understanding our goals so that she can think about those things that I don't have to.

Candice (35:00.275)

Yay!

Desiree (35:02.24)

Yeah.

Candice (35:03.989)

So you're showing her the deck, you're going through the content, you guys are strategizing, and I'm sure you're building somewhat of a shot list or something like must-haves and then nice to haves and then looking for some of those organic moments. And you are not necessarily patrolling social media for ideas. She is the one in charge of that. So you can kind of keep your palate clean, which I think is actually interesting and very important because if we're consuming so much content and seeing what other people are doing.

Desiree (35:16.332)

Right, exactly.

Candice (35:33.903)

There is this sort of taste that is left in our mouth where it's like, Well, then now I'm copying people. And then we're like, if we don't see it at all and a content creator says, Let's do this, we're like, Great. And even if they got that idea from someone else, it feels better that way. Does that make sense? Yeah.

Desiree (35:40.631)

Yeah.

Desiree (35:51.969)

Yeah, I agree. I feel like it's her job to tell me. and I'll sometimes I'll be scrolling and I'll be like, I like how they there was one that was like, I love how they juxtaposed how fast the planner was moving on site and how slow the couple was moving. And I was like, I love this concept. So let's try to do that in like in in the future, right? And it really was just the concept. But yeah, I definitely think it's helpful for her to be to be aware of what's going on, trends that we may want to incorporate or consider.

And then create with that the idea. And it's it is a collaborative process where we're like, what if we do this and you know, whatever? or we'll see what we what we get, you know, on the day. but you know, she she knows we kind of have a rhythm as far as like how our day goes. So we know when we can fit her in and she'll capture stuff behind the scenes, but then also we'll take a minute to film stuff that we that is more rehearsed and practiced. and then, you know, over time though, I think like

I'll have sent to her the notes of like these are the different design points and the design elements that we wanna definitely wanna highlight for our future for our content. And so she understands what we need to capture and you know what what we might wanna bring to, you know, highlight in this event that we haven't done in past events too. Yeah.

Candice (37:07.211)

Yeah, it makes a lot of sense. Okay, I want to jump over to your rebrand because you were several years in business when you decided that you wanted to do a major overhaul to your brand, to your website. And to put this in context, what Desiree had when for a brand and website when she made this decision was actually quite fine. I'm I'm almost certain that every person listening to this podcast would be very happy with the website that she had, the logo that she had, and what she had built. So I want to ask you a bunch of questions.

here to kind of untangle this a little bit. First is what even though things were net were nice and they like somebody would pay for the brand that you had, it was still felt very current, what made you decide that you wanted to shift things around?

Desiree (37:55.745)

I was feeling a disconnect at that time between the Verve brand and my podcast brand. And I had tried to do like, you know, I even talked to you about it. And we're like, well, why don't we just like try to pick some colors that kind of bridge it so it feels a little bit more cohesive? So I did that, you know, so I I was like fighting it, I think, for a little bit. but it was really that disconnect that was giving me a hard time. And then my my associate planners and I were like, why don't we do

A merch drop and we can have some cool t-shirts and like it would be so cute. Like it says like walk with me, or like something like you know, vendors would love or what would wear. And I was picturing it and I was like, I just don't love the idea of my logo on a shirt. I was just like, I just it's not giving me the feels I feel like it should. And you know, I was I was on vacation in Turks and Caicos and like they had these cute sh sweatshirts that had like knitted Turks on it. And I was like, that'd be so cute with Verve on it. And then I was like, but I don't like.

The brand, and that's when it really felt like, okay, now something definitely feels off. And what is it? And that's really that me not being excited about like the logo was like, okay, something's got to happen. So that's really what I think propelled me down this journey. And it was really just let's redo the logo, choose some new colors. And that's really what I was expecting when I embarked on this rebrand journey, which wasn't what it was.

Candice (39:09.473)

Right. Yeah.

Candice (39:24.021)

No. So how long did how long was the process?

Desiree (39:28.51)

The whole process was about a year. So I reached out to the designer. You know, I I did a some research on a couple of different designers. And that like I think about May or June of 2024. I booked her. It was Nicole, who I love, who who did your everything, you know, so much for you. And I was like, Nicole's the best. and so I I booked her in like June. And we weren't supposed to start working together though, in like until August or September, which was

Awesome because then I had a lot of time to do some research, really think through what I wanted. And I spent about I spent some time researching, like listening to some podcasts. So I loved the

Candice (40:10.221)

Yeah, would you would you tell us because you really looked towards like heritage luxury brands for inspiration? So I wanna hear what inspired you and like what you were listening to that helped you create this new new era of your business.

Desiree (40:27.064)

I would love to share this because I thought it was fascinating, honestly. And I because I love doing research, I love learning. so I listened to the acquired podcast. They had an episode, I mean, and it was actually my husband. He was like, You would really love this episode on LVMH. So I listened to that, and then I listened to the Hermes podcast on the acquired, you the acquired podcast on Hermes. And they were so fascinating because they were two very luxury brands who had two very different approaches to luxury and how they market themselves.

So that was super interesting to me. I also read the book, which I'll share the link with you. It's called The Luxury Strategy. I had to go look at my notes. It's called The Luxury Strategy. And it talked about how different brands, all luxury, approach again how they present themselves, how people want to align themselves with different brands because of what they stand for. And it was really, really interesting of like thinking through like, okay, like.

If I want to be in this like higher-end luxury space, how are we going to show up like these brands? I'm not saying I'm going to be the next Chanel, but what are we going to do that is going to signal or like what are the tactics that we're going to use to present ourselves so that we are learning from these design houses on how they market and how they show up so that we can attract clients that are aligning themselves with brands like that?

but also in the way that we want to be, you know, to work with them, if that makes sense.

Candice (41:58.028)

It makes a lot of sense. Yeah, it makes a lot. And I'm so glad that you went to some heritage brands and really started to think about luxury outside the lens of the wedding industry, which can kind of warp the term and use it in different ways and it kind of loses its meaning. And you went to things that your clients perceive as luxury or things that your clients perceive as brands they associate with and kind of asked yourself, Well, what can I do in my rebrand that

Has a similar taste or feel while still maintaining our style. And so you embarked on this rebrand with Nicole. She did a full brand for you, a whole website, all custom, branded your podcast for you. I know she did a lot of graphics and it it was really a fully built brand. It's not just a logo. She created all types of custom details that you can use in your marketing and in tactile things that your clients might see or touch or interact with.

Desiree (42:29.133)

Right.

Candice (42:56.527)

What was your favorite part about the rebranding process?

Desiree (43:02.422)

I think it was really there's a lot of different parts. I mean, I loved how the rebrand really clarified for us what our brand is. Cause I did spend a lot of time on like working with a copywriter, formalizing our tone, meaning like what how do we speak, how do we talk to clients? Cause I really wanted to be not just here are our logo and here are our colors, but it was really more about formalizing for the company, how are we going to be showing up?

In this space. How do we carry ourselves? How do we dress? What are we wearing during setup? the the documents that we're giving so to our clients and you know, our vendors, because they really wanted, you know, I had a big laundry list of like, here are all the places where our brand actually shows up. And I would love, you know, for her to create documents that are cohesive and make sense.

But also like our varied and different. So it's not like just a template, you know, and we're just like slapping something on. and so I think, you know, really clarifying for us so that I can also share it with our employees, our contractors, et cetera. This is what it means to be verve. This is this is, you know, this is like our brand guide, really. And that I really wanted something like that that I could share with new people.

Contractors, employees when they come on, like this is what it means to be part of that. And we didn't have that before. we had, you know, some SOPs and operating procedures of like how to like show up on the wedding day and like this is what we do, these are our processes, but it wasn't anything formalized as far as like how we speak, how we show up, et cetera, which I really also wanted for us too.

Candice (44:47.607)

When you look at all those little details from the shirts you're wearing to the clipboard you're carrying, y how you're dressed, like all the different details, why do you think that matters so much?

Desiree (45:01.782)

The way you show up, you know, people are judging you before you ever say anything. And and that's I think just like the truth of it. I think I I I actually I remember I was talking to like a tailor who makes really high-end suits. He was, I think it was something like, you know, something about the well-dressed man. But I really think, you know, one, how you show up yourself affects how mentally you're showing up. So like every day get dressed, do my makeup, do my hair. I'm still in the office at home.

But feel like that does affect how I mentally will show up. But then also when you're presenting yourself, I s I see our employees and our staff as stewards of our brand. So the way they show up is also important because people are judging you based on how you act, how you talk, what you're wearing, et cetera. And that's really important for how our brand is being perceived. And so that for me was very, very important to have something formalized.

So people knew what to look at and how to, you know, put their own spin on it.

Candice (46:05.367)

What do you think has been the biggest impact now on your business post-brand? Like w if you had to

Think back on the investment, the time, the energy spent. Would you do, would you not do it again would be because I know you're like, I don't want to do that again. And I don't think you have to, but do you feel like it was really worth it? All the effort, all the investment? Do you feel like it was worth it? And what would you say to somebody who might be in a similar position in their business right now?

Desiree (46:39.213)

I definitely think it's worth it because it affected how I would show up to potential new people. Right. So I feel like before the rebrand, you know, my website was fine. It was pretty good, you know, but I don't think I was as comfortable showing up in rooms that I wanted to be in. And I really feel like having that clarity, having gone through the rebrand, knowing who we are, what we stand for, et cetera, helped me have the confidence. And again, I think it's like a confidence thing.

But the ability to show up in spaces where I may have been intimidated or scared to show up. But now I feel like you know, I feel like what you're projecting on the outside now matches what's going on on the inside.

Candice (47:20.705)

Yeah, that's so very true. What does it mean to have a verve wedding? What values, aesthetics, or qualities do you think make the approach you apply to designing, planning, and coordinating weddings unique and maybe proprietary to you?

Desiree (47:38.34)

To me, a verb wedding means you get to be fully present in the most important moments of your life. And I know a lot of planners say that, but for us, it's really about having that special experience with your most beloved. And one of my clients said it really, really well, which was they created a s really, I think she said something like, they created a moment in time for us that we're going to cherish forever. And to me, that is.

Really, what it's all about is we have that focus on hospitality, the meticulous execution. The design is very story-driven, meaning I love English, I love the English language, I love writing. I used to wanted to be a journalist when I was growing up. So I love anything that we can infuse meaning into, into the design. I'm going to do that. I call them like little Easter eggs into the design so that the guests just

Find them and discover them at the weekend. That's what it because, you know, everyone loves a party, which is I love a party too. But a party with meaning that's layered with these fun little symbols or imagery or like tell a story, quirky things. I love it when my clients are unapologetic about their weird, quirky ways, because I'm like, we should lean into that and

really capitalize on that because that's what's going to be memorable about you and make you different. And I think clients who are, and I'm kind of going on a tangent, but clients who are afraid of being themselves or un unable to voice who they are, is it's harder for me to like pull that out of them. And so I think a verve event really is infused with that kind of story element because it really shows you

Who the people are that are hosting your event. we also love layering patterns and texture, and we don't shy away from color because I think that's a really important part of the design in as far as like expressing something or making someone feel something when when they're presented with colors. We're not neutrals people. We do do neutrals weddings. We'll still infuse a lot of texture or something in there so that it still feels like us.

Desiree (49:58.65)

but they're really I think they're really infused with lots of meaning and texture based on our clients and like who they are.

Candice (50:07.223)

I think you can see that all throughout your portfolio. Lots of color, lots of texture. And I can say very confidently that I find Desiree's designs are very finished. And what I mean by that is is like it is they're complete. It is it you see a very finished product versus sometimes you see a design and it feels unfinished. And and when it's in intentionally meant to do that, that's great. But

She thinks about every single corner of the room and every single detail on the table and it feels finished. I it's kind of like a homemade cheesecake versus like a cheesecake that you buy from a professional cheesecake maker. You know what I mean? Like one looks like somebody made it at home and the other one looks finished. Very intentional, very thoughtful. I would also love to talk about your podcast because while you were rebranding, you decided that you're gonna rebrand.

your podcast. So you're also the host of The Planner's Edit, which was originally Ask the Planner, and the podcast rebranded and shifted its focus towards serving wedding planners rather than couples. And so what motivated that pivot? And what do you think that's opened up for you?

Desiree (51:19.499)

It was, you know, it was around that time when I was feeling that disconnect between the two brands. And I really feel like it was because I was trying to force something that we had basically outgrown. So, you know, with you know, where we started the company and I when I started the c the podcast, I was like, I'm gonna help couples because that's who I serve, right? Like that's who we work with as couples. And as our brand was elevated and as we continued to grow.

It didn't make sense for me to tell couples on the podcast, you know, this is this is how I do it and this is how you could do it. But then also turn around and say, like, but you should also be hiring a planner for for full service because those two ideas are, you know, contradictory to each other. So that's when I was like, it really it doesn't make sense for me to continue because of the direction that the brand was taken, it didn't make sense for us to continue down that path. So then I shifted to helping

planners and professionals in the industry. And I love it. I still love the education aspect. Like that's one of the things that I missed the most about working in corporate was like training the younger planners and like this is how I do it because this is just how I I love teaching. This is what I would do. but 'cause I always had that just that bone in my body. I think my friend in like growing up, she'd be like, you were always the one that was like, this is how you should do it. You know that, right? And Blossy fans.

Candice (52:43.83)

Hehehehe

Yes.

Desiree (52:47.725)

But it's it's been great because it's really helped me connect with people that listen to the podcast that are also, you know, a couple of years, you know, behind, not behind, but like different in a different place in their business than where we are. They want to learn from us. And you know, as a podcast host, it's really hard. You don't you don't get feedback from people when you're recording the podcast. So anyone listening, please send out.

Cadness a review or send her a DM because we just sit here and speak into the microphone. There's nobody in the room. You know, we have guests, but you know, a lot of times we're by ourselves. And so having the ability to connect with the listeners and see like who the listeners are out in the wild, talk to them, you know, on our my webinar, teach them in the course, et cetera. It's been so gratifying because you can see what other people are doing, how they're trying to you know.

Candice (53:20.013)

You do.

Desiree (53:46.155)

fill the you know, feel the need for like what inspired them to become a planner and just see that growth has been really, really nice though too.

Candice (53:52.322)

Yeah, and it you I definitely have stepped into your calling there coaching and supporting and sharing your own journey and your own insights. Desiree is so organized, she is so thoughtful and intentional. She really all her systems, all her processes, how she does things is very intentional and very proprietary. She's really developed some cool ways of supporting her clients and her team.

and delivering and executing amazing, an amazing product. And it's so great that you're willing to share with people how to do that and then also have conversations every week on your podcast. What are some of your favorite things to talk about on your show?

Desiree (54:35.781)

it's funny because I feel like it's like we we like we we do issues. So like every month is a new issue. So we're tackling like the marketing issue or we're doing like the networking and and growth issue. So like that's what we focus on each month. I love doing some hot takes where like we, you know, we we have different topics like the first two weeks of the month, and then we'll do like a hot take of like the last episode of that month is like a hot take where we're like, okay.

styled shoots. Should we do them? Should we not do them? You know, so we like have like a not like a pros and cons, but like n taking maybe a more unexpected position on something in the industry that I have an opinion on, that I'm happy to share with you. Cause I feel like, you know, having the ability to say what I think, and because I feel like other people are probably thinking these same things.

is is is very fun for me because if if you're happy to listen, I'm I'm gonna tell you what I think. but yeah so I think like so do doing some unexpected takes on things has been really, really fun. I got you know I got some nice feedback that people were really loving the marketing and networking and just like the industry growth issue we just had in June. But yeah, I think it's it's you know, there's so much in the industry that's new.

that's coming up for us as far as like how the industry is evolving, et cetera. And I think having the time to just like sit back and talk about those things, has been really fun.

Candice (56:11.351)

Final question, and one I love to ask everybody who comes on the Behind the Brand series, in your opinion, what makes an iconic brand in the wedding industry that people instantly recognize?

Desiree (56:25.913)

I think an iconic brand has a specific voice and a specific way of doing it. Meaning, if you think about like Ralph Lauren, right? Ralph Lauren has a lifestyle and a point of view, and they are selling that to you. And you can immediately say, like, that is Ralph Lauren because of you know, whatever that, you know, the the polo, the sweaters, you know, whatever, like the Americana, like that is their perspective.

and they're not afraid to lean into that. So I think an iconic brand, you know, for the wedding industry, really has a distinct lens and a voice of conveying it. It reminds me, like I saw something on Instagram recently, and it was like, if these fashion houses all redesigned the wizard of Dorothy's dress and the wizard of oz, how would they do it? And it was like Chanel, Versace, whatever, right? But it it it was AI generated, but you could definitely tell.

Each one had their own style and take. And they're all different. And you can pinpoint it because they are known for whatever it's like the the studs or like very chic or whatever it is. And I think an iconic brand in the industry also has to be able to say very confidently and distinctly: like, this is how we do things. This is our look. This is our brand. Not that you're doing the same thing, but this is how we approach it.

And be very, very confident in that. And that means that you're great for some people and you're not great for some people. And that's totally fine.

Candice (58:01.207)

Me. Right. Desiree is saying you need to have a strong creative point of view. That's what she's saying.

Desiree (58:07.859)

Exactly. Exactly. You have to lean into it, have confidence, and not be afraid to take up space.

Candice (58:10.977)

Yes. Yeah.

Yeah. and those are things that you do so very well. And it's why I asked you to come on today to share your journey, to share your perspective. Desiree, this was such a wonderful interview. I loved learning more about your journey. I loved learning more about how you have built an iconic brand in the wedding industry, something that people can instantly recognize. I know Desiree's work.

Before I see Desiree show up in the video. And trust me, she's gonna show up in the video too. but I know it's her. When I see a photo, a video, I instantly know it's Desiree. And that is because she has spent a lot of time thinking about her creative point of view and what she wants to project. But not only that, she actually projects it. She hits publish. She doesn't let it sit in her brain or on some document or let it sit in a a document Claude created for her. She actually

publishes it and continues to refine it and continues to explore what it means and what it represents, which I think is so wonderful. Desiree, for somebody listening who wants to subscribe to your podcast, tell us where they can listen.

Desiree (59:27.139)

So the you can listen anywhere you can find your podcast. It's called Planner's Edit. you can connect with me on Instagram, TikTok, it's TikTok, it's it's Desiree Adams, but come find me 'cause I would love to chat with you.

Candice (59:39.864)

Yeah.

And I'll link to all of Desiree's info in the description box below and on her blog post so you can go check out her rebrand. Go see what I like to call a million-dollar rebrand. She really invested in this and spent not only just money, but a lot of time and thought. So go take a look at what that looks like working with a designer to custom build all of this. I'll also link to her Instagram so that you can stalk her marketing and see what I what I'm talking about.

Talking about what we're talking about in real life. And I'm gonna encourage you, if you're looking at Desiree's marketing and you're thinking, I would love to be able to start showing up like that in my marketing, go check out her podcast and her recent marketing issue. I'm sure there is a lot of great tactics in there that are gonna give you Desiree's point of view on marketing, and that certainly is a really good place to start.

Desiree (01:00:34.787)

Cannis, this was I mean, you're the best hype man ever. I've loved talking to you. Thank you so much for having me on the podcast. You you're you know, you're such a wonderful coach. All of these amazing accolades. I just feel very thankful to be able to share and give back. So thank you again.

Candice (01:00:49.985)

You're so welcome. Well, thanks for doing great work and for not only doing great work with clients and in the industry, but giving back to the industry and sharing your knowledge and wisdom. We need more thoughtful leaders like Desiree who are coaching and supporting not just people who may be starting their business, but also people who are going through their own pivots and changes. Desiree is a wealth of knowledge and somebody who I highly, highly endorse as an option to learn from and encourage you to check out all the ways that you can.

Do that with her. Desiree, thanks for coming on the show. Friends, thanks for listening to today's episode. If you want to nominate somebody that you think should be on the behind the brand series, I'd love to hear from you. So please feel free to DM me a fave that you would like me to interview. I would love to check them out. If you loved today's episode, make sure you're subscribed to the podcast so that you can get

Our future episodes were on Spotify and Apple Podcasts and anywhere you might listen to podcasts. And if this episode is something that you think an industry friend needs to hear, maybe they too are not in love with their brand and have been lighting up your DMs or your text messages, just saying I'm not feeling it. I don't know what I should do, send them this episode that they so they can listen to Desiree's journey. I think it will inspire them.

All right, friends. Well, thanks again for listening. I'll see you next week. And I want to remind you, there is so much power in your purpose. See you next time.