When it comes to creating a wedding pro brand, one of the most defining decisions you’ll make is choosing your name. In Episode 32 of Engage Your Brand™, I had the joy of sitting down with Katie Sautter of KS Otter Events. Katie is not only a past client but also a friend I’ve gotten to know through The Abundance Group, and her story is such a fascinating example of how life, personality, and strategy intersect when building a brand.

🎧 Want to listen in while you read? You can tune in on Spotify or Apple Podcasts, or press play here.

A Nonlinear Journey to Entrepreneurship

Katie didn’t begin her career in the wedding industry. Before she ever thought about floral timelines and seating charts, she was knee-deep in quantum materials research, completing her PhD in engineering. That’s right—before she launched a thriving wedding planning company in Greensboro, North Carolina, she was building lasers and working on cutting-edge science projects.

Even though she was ambitious and successful in her academic path, something always felt out of place. She was often the only woman in the room, sometimes dismissed for being “too bubbly,” and struggled to imagine a long-term career in environments that didn’t value her personality or vision. Those challenges became the push she needed to explore something different.

Planning events had always lit her up. During grad school she organized parties, assisted at weddings, and realized that what she loved most was bringing people together in meaningful ways. That spark, combined with the desire to control her own time and future, led her to start KS Otter Events.

Why Naming Your Brand Matters

When Katie first set out to name her business, she knew she didn’t want something that tied it too closely to her personal name. That advice often comes up for wedding pros who envision growing a team—if the name is only centered around you, clients will always expect you to show up personally, which makes scaling harder.

But she also didn’t want a name that felt generic or disconnected from who she is. After playing around with options like “Katie Did Events” (which she quickly nixed because of the bug reference), she leaned into the mispronunciation of her last name—Sautter often gets pronounced like “sodder.” Out of that came KS Otter Events.

The otter reference stuck because it was more than clever wordplay. On a walk, she spotted two river otters playing together, and later learned that otters mate for life. For someone whose work revolves around celebrating love stories, the symbolism was undeniable. Her brand name became both a personal signature and a reflection of the values she brings to her clients: joy, playfulness, and long-lasting connection.

Branding Lessons from Katie’s Story

Katie’s experience highlights why a thoughtful name can set the tone for everything else in your brand. Here are a few takeaways for wedding pros:

• Avoid boxing yourself in. If your goal is to build a team, choose a name that doesn’t tie your business only to your own first name.
• Seek out symbolism. Names that connect to values—like commitment, celebration, or creativity—resonate more deeply with clients.
• Keep personality visible. A clever nod to your story can make your brand instantly memorable.
• Test longevity. Ask yourself if the name will still feel right 5, 10, or 20 years from now.

Translating Personality Into a Brand

Once Katie had her name, the next step was turning that idea into a full brand identity. This is where we partnered together to build something that could hold all the layers of her personality: serious about the details, yet fun and approachable. During the design process, we played with balancing whimsical, illustrated otters with elevated typography and a clean, structured layout.

This balance is something I see often with wedding pros—many want to convey warmth and creativity, but also professionalism and trust. The sweet spot is in finding design elements that speak to both. For Katie, her brand needed to show couples that they’d have a planner who could handle fires (and yes, she’s literally put out a few) while still keeping the joy and playfulness alive throughout the process.

Lessons from Science That Apply to Branding

One of my favorite parts of Katie’s story is how she compares her PhD journey to entrepreneurship. She pointed out that both paths require resilience, self-belief, and a willingness to figure things out as you go. For her, the ability to learn quickly and adapt—skills honed in the lab—became invaluable as she built her business.

Here are a few branding lessons wedding pros can take from Katie’s science background:

• Follow the data. Look at your inquiries, website traffic, and conversion numbers to see what’s working.
• Test and refine. Just like an experiment, brand strategy improves with adjustments.
• Stay resilient. Not every marketing platform or design choice will be a win, but persistence pays off.
• Value curiosity. An openness to learning new tools, systems, or design strategies will keep your brand fresh.

Building a Brand That Scales

When we started her rebrand, Katie wasn’t just looking for a prettier logo. She was building a business she knew would grow into a team, with multiple planners and assistants. That vision shaped the design process, ensuring her brand could scale and represent more than just her as an individual.

This is such an important distinction for wedding pros to think about. If you’re only focused on what your brand looks like today, you might box yourself into something that feels too small tomorrow. But if you design with your future vision in mind—whether that’s hiring a team, serving multiple markets, or simply attracting higher-end clients—you create a brand that can grow with you.

Questions to ask yourself before finalizing a brand name:

• Will this name still feel right if I add team members?
• Could it resonate with couples in different markets or regions?
• Does it sound polished enough for higher-end clients while still reflecting who I am today?

Marketing Platforms and Early Growth

One fascinating part of Katie’s story is how quickly she scaled. In one month alone, she received 30 inquiries—a dream for most planners in their first few years. She credits this to consistent effort and being strategic about where she showed up.

Her advice for wedding pros exploring marketing platforms:

• The Knot and Zola can work. They often get a bad reputation, but filling out your profile completely and responding quickly can make a difference.
• Don’t spread too thin. Instead of being halfway present on multiple platforms, go all in on one or two.
• Collect reviews early. Social proof helps you stand out and boosts visibility in directories.
• Track ROI. If you’re spending money on listings, know exactly how many leads and bookings they’re bringing in.

Client Experience as a Branding Tool

Katie also shared how her new systems and branded processes have elevated her client experience. By creating custom proposal links with couples’ names and keeping her materials consistent with her branding, she’s heard couples say things like, “You impressed us more than anyone else.”

This is proof that branding isn’t just about your logo or your colors. It’s about every touchpoint your clients have with you. From inquiry responses to proposals to the wedding day timeline, every detail can reinforce the feeling your brand promises.

FAQs on Naming Your Wedding Pro Brand

1. What if the name I want is already taken?
Check domain availability and social handles early. If your first choice isn’t available, add a creative twist—consider initials, a descriptor (like “Events” or “Creative”), or a unique word that still connects to your story.

2. Should I use my personal name or a business name?
If you plan to stay a solopreneur, your personal name can work beautifully. If you plan to scale with a team, choose something broader so clients don’t only expect you.

3. Is it worth renaming if I’ve already booked clients?
Yes—if your current name doesn’t align with your vision, rebranding early is better than waiting until you’ve grown larger. Communicate clearly with past clients so they understand the change.

4. How do I know if my brand name will resonate with clients?
Ask yourself if it feels aligned with your personality, values, and the type of weddings you want to book. Then test it—say it out loud, put it on mock-ups, and ask trusted colleagues or mentors for feedback.

5. Can I change my brand name later?
Absolutely. Many successful wedding pros rebrand once they’ve clarified their niche. Just make sure the new name reflects your long-term goals so you don’t need to rename again in a few years.

Final Thoughts

Katie’s journey from building lasers to building wedding memories is one of my favorite examples of how diverse paths can lead to entrepreneurship. Her story reminds us that branding is deeply personal, and that the right name can hold meaning, symbolism, and strategy all at once.

If you want to hear the full conversation, don’t miss Episode 32 of Engage Your Brand™. You can listen on Spotify, find it on Apple Podcasts, or play it right here on the blog.

And if you’re ready to take the leap on your own wedding pro brand—whether you’re naming a new business or refining one that’s been around for years—I’d love to help you create something that tells your story and sets you up for long-term growth. Inquire now!