Flower & business design insights, inspiration, and advise for the modern day florist (or wannabe florist).
You see, creating a consistent theme throughout your floral business will help you get the sales you desire from your marketing efforts. This consistent theme is what we call branding. Before you start to create your packages, decide your pricing, or market your floral business...you better have your branding established.
Far too often, I see florists marketing their services without any professional branding. Then they sit and wonder why they have minimal leads, no fab co-marketing partners, and their sales are terrible.
A great brand attracts and retains your ideal loyal customers.
Branding is the process of creating a streamlined visual experience for your customers. You achieve this by creating a unique name and image for your business.
As a florist or planner, here are the 7 ways you can establish your branding experience:
YOUR CUSTOMER PROFILE
You need to decide on the type of clients you work with and the kinds you DON'T (because every customer will not be in alignment with your business offerings. So it's best you figure this our first!) Even with ISFD, not every client/student is a good fit. Trust me, saying NO to the wrong clients will save you allot of time, heart ache, and stress. So decide early on in the branding process who want to do business with,
and who you DON'T!
YOUR SIGNATURE FLOWER COLLECTION
If you have an aspirations of truly establishing client attractive brand, then being known for a particular style of design is key. Are you using Dutch blooms or more tropical botanicals? Your signature flower collection will speak to your ideal clients.
Branding is your chance to infuse your business with your personality!
PRICING YOUR PRODUCTS AND SERVICES
Your pricing needs to match what your ideal client is willing to pay. You need to understand your market in order to create a pricing structure that "makes sense" for them. So if your planning on designing for luxury clients expect to scale up your minimums, offer premium blooms, world class service, and premium prices. If your planning on working with brides on a budget, consider create wedding collections or bundles of products + services. You should also know how to create luxe looks for less. You still don't want to come of generic.
Building a beautiful brand experience is a step-by-step process.
A STREAMLINED VISUAL EXPERIENCE
A streamlined visual marketing plan includes your print material, online presence, and in studio experience. Your logo, social media, website, flower shop packaging should all have a cohesive look and feel. Don't DIY this part of your business, if you want a professional look.
THE VASES AND VESSELS USED IN YOUR SHOP
If you want to attract higher end clients you'll have to build an inventory of glassware and props that someone with a discerning eye can appreciate. So you'll more then likely lay off the cheap glass and mason jars. You'll work more with candelabras, colored glassware, and more statement pieces.
A SIGNATURE STYLE & COLOR PALETTE
Jane Packer, Preston Bailey, and Karen Tran all have signature styles. The have design directives that translate across the board. No matter what client you're working for, your signature style should be present. The color palette your known for using (for example think muted for corporate, monochrome for modern, or light and airy for bridal) is a great way to build your brand. Your signature style can be modern bridal, bespoke, pave, etc.
STREAMLINE YOUR BRANDING PROCESS
In order to effectively create a profitable brand you'll need to create a streamlined process. Your branding process needs to be systematized so you don't end up in overwhelm, so you can plan how your going to scale, and so you can leverage your talents. This includes how you capture leads, how you establish relationships with your leads, the customer experience, consultation process, and so much more!
This fall we're going to be focuses on building profitable floral brands that are unique to our passions, skills, and experiences. You can join the discussion by clicking here.