Developing a Brand for your Floral Business
Let's be real, first impressions are one thing you never get back. There are so many cookie cutter florists out there with websites that look virtually identical. The only way a potential client can differentiate them is based on their price. As we all know, that's the last place we can afford to cut costs! If this sounds familiar, it's time to create, or reimagine, a brand for your business.
Here are five ways to create an authentic brand that's true to you and your unique style of floral design:
1. Visual representation of your work
This is necessary to either edit the background out of the photo later, or create a visually appealing aesthetic that matches the "feeling" you're trying to convey with your images. Every time you create something that just feels like you - that represents who you are as a floral designer - set up a photoshoot and keep that image to show potential clients or share on your social media profiles.
2. Design a stunning logo
3. Start a Blog
Begin creating content in a blog. Some of the most inspirational floral designers I've ever met were discovered through their blog. Can't think of anything to write? Just slowly post that portfolio you created earlier with all of your gorgeous designs.
4. Design a website
It is SO easy to get online nowadays. There's no excuse not to hop on the technology bandwagon and start creating an online presence. Connect your blog and start showcasing your work! A lot of my florist friends create standard arrangements that they always offer and allow their local customers to order those pieces for delivery. You'll be surprised at how easy it is if you use a site like WooCommerce or Squarespace. There are a ton of resources out there to help you figure out which platform will work best for you. Do your homework and choose the option that fits your budget and has an interface that you can understand.
5. Get social
We all start somewhere, but to compete with the DIY market and the FTD cookie cutter floral industry, it is crucial that your business stand out, otherwise you'll lose that millennial sale! The new generation wants a story, they want things to be visually appealing and easy to navigate without being too cluttered.Follow the steps we've outlined here and your flower business will benefit!
- Casey Wagner