Whether you are all lace and foo-foo or like a more tailored look, your wedding has a look, a feel, a "brand". For your wedding to really shine, that Wedding Brand (WB) should be carried through all the details of your big day.
Your Wedding Brand (WB) starts with your Save the Date cards and wedding website...those first things your guests will see. At the time you send Save the Date cards, you might not know your colors and theme; they will likely evolve during the planning process. But, by the time guests see your invitations, the brand will be solid.
What all makes your brand?
This is different for almost every bride. One season of a wedding planning show--David Tutera is my favorite--will showcase how each and every bride wants her wedding to be unique to her and her groom. For me, it was bluebonnets mixed with yellow roses. That's hardly original in Texas, but long-stem roses and bonnets (yes, there really are long-stem bluebonnets; Aggies grafted/bred them) made pageant-style arm bouquets with near floor-length ribbons made them the only bouquets like them I've ever seen. When I told people my theme was bluebonnets, all my vendors knew what that meant. They each brought their special talent to their area to make their work fit within my brand.
Your brand should include your colors, but it should also include some other visuals: a monogram, a logo or other type of iconography, or another element people can picture.