The Business of Luxury Weddings Podcast

Natalie Denyse — Clients Don’t Buy Brands—They Buy Trust

March 17, 2025

In this episode

hosts James and Otto sit down with Natalie Denyse, founder of In Good Company PR, a strategic branding and marketing firm specializing in the luxury hospitality and wedding industry. With over a decade of experience, Natalie has worked with top-tier planners, photographers, and venues to help them craft brands that last, build trust with high-end clients, and stand out in a saturated market.

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She shares her journey from the corporate PR world to launching her own agency, the biggest branding and marketing mistakes creatives make, and how wedding professionals can future-proof their businesses by focusing on trust, relationships, and long-term strategy—not just Instagram likes.

Most wedding professionals think they’re building a brand. They’re wrong. Clients don’t care about logos, color palettes, or website aesthetics—they care about who they trust to deliver.

In this episode, Natalie Denyse, founder of In Good Company PR, shares the branding and marketing strategies that actually work for wedding professionals. She dives into:
✔️ Why clients don’t buy brands—they buy trust
✔️ The #1 marketing mistake creatives keep making (and how to fix it)
✔️ Why Instagram won’t save your business (and what to focus on instead)
✔️ How to build a brand that lasts decades—not just a season
✔️ The power of real relationships over likes and followers

This episode will change how you think about branding, marketing, and business longevity—whether you’re a photographer, planner, or creative entrepreneur.

🎧 Hit play and listen now!

About Natalie Denyse

As the Founder of In Good Company PR, Natalie Denyse has personally supported some of the most impressive global hospitality and luxury event brands, and discovered and championed the industry’s most promising emerging talent. Her career started in agency PR working with Fortune 500 technology companies, then expanded to event production, and finally, completion of a highly competitive incubator program to launch this brand. Since 2015, Natalie’s appreciation for the many hands at work in the dynamic hospitality industry has inspired the firm’s growth. Today, the In Good Company PR team brings a great deal of discretion, passion and commitment to their exclusive client roster, providing a 360-degree approach to media relations, sales strategy, social media direction, copywriting and content generation, brand partnerships and more. With a shared vision amongst her team, Natalie’s acknowledgment of the radiating power of a masterfully executed gathering has become the bedrock of In Good Company PR. Thus, the team has become known for collaborating with the most sought brands in the world – and representing the talent at the epicenter of the premiere celebrations market.

From top wedding and event producers, acclaimed fine art photographers and videographers, boutique hospitality properties to custom fine jewelers, stationers and leaders in experiential design – In Good Company PR supports the best of the best on their way to the top.

Key Takeaways

1. Clients Don’t Buy Brands—They Buy Trust

Most wedding professionals think branding is about aesthetics—but high-end clients care more about trust and consistency than pretty colors.
💬 Natalie’s Take:
“Even the most high-net-worth clients don’t buy from brands. They buy from people they trust. If your branding doesn’t communicate trust, it’s just noise.”

2. Why Instagram Won’t Save Your Business

If you’re relying on Instagram for leads, you’re on shaky ground. High-end clients are searching in different ways, and social media alone isn’t enough.
💬 Natalie’s Take:
“Instagram is rented land. If it disappears tomorrow, what’s left? If you’re not focusing on your website, SEO, and real relationships, you’re building on quicksand.”

3. The #1 Marketing Mistake Wedding Pros Keep Making

Slow or sloppy communication is silently killing your business. Luxury clients expect professionalism at every touchpoint.
💬 Natalie’s Take:
“The fastest way to lose a high-end client? Be slow, sloppy, or unclear in your emails. Trust starts with communication.”

4. Why Every Business Owner Needs a Yearly “Gut Check”

Businesses evolve, and if you don’t stop and reassess, you could end up running a company that no longer aligns with your vision.
💬 Natalie’s Take:
“If you don’t stop and ask, ‘Is this still the business I want?’ you’ll wake up one day running something you hate.”

5. Real Relationships Matter More Than Followers

High-end referrals don’t come from Instagram—they come from vendor relationships, planners, and past clients.
💬 Natalie’s Take:
“If you’re not investing in real relationships—planners, vendors, past clients—you’re missing the single most powerful marketing tool you have.”

Episode Timestamps

08:30 – Clients Don’t Buy Brands—They Buy Trust
37:52 – Why Instagram Won’t Save Your Business
42:12 – The #1 Marketing Mistake Wedding Pros Keep Making
10:38 – Why Every Business Owner Needs a Yearly “Gut Check”
44:51 – The Power of Real Relationships in Luxury Business