Creating a brand that is easily recognizable is an important step in reaching your full marketing potential. Build your flower shop's brand with our simple tips!
It’s important for you to know exactly who you’re talking to when developing your marketing strategy. In order to pinpoint the exact type of person you want to buy your products, ask yourself questions like How old are they? or What do they do in their free time? Once you have answers to those, target your marketing towards one person— don’t try to speak to everyone at once! What does this one ideal customer want to hear from you? Think about the types of content they want to see on social media or the kind of email subject line that will grab their attention. Finding your target audience will help mold all aspects of your brand, including your tone and visuals.
With your flower shop’s audience in mind, it’s time to figure out the personality of your brand. Whether that is a more professional tone or a more relaxed one, make sure your content is consistent with the tone you’re setting for your business.This works hand-in-hand with how you are communicating with your audience, both in-person and online. Your message and tone should translate into all forms of communication in order to keep your brand consistent.
When thinking of visual branding, the first thing that comes to mind is the logo. It’s a big part of your brand, of course, but there’s so much more to brand visuals than just that! Your brand’s visuals should be consistent across all types of media, be that digital or printed materials. In order for this to happen, it’s a good idea to set some brand standards.
In your brand standards, include set rules for your brand visuals, such as appropriate colors and specific fonts to use for headlines, subheadlines, and paragraphs of text. This helps establish your brand and makes your brand instantly recognizable across all marketing materials you put out. You’ll also want to specify appropriate and inappropriate ways to use your logo. For example, if your logo is a dark color, you wouldn’t want to put it on a dark background. Your logo guidelines will help clarify all the ways your logo should and shouldn’t be used, so it’s easy to keep things consistent when you’re working with a team.
By establishing your audience, tone, and visual guidelines, you’ll be on the path to successful marketing in no time!