Brand equity is important for all businesses, especially florists. But what exactly is it? And what are the benefits that come with it? Here's what you need to know:
It's actually pretty simple. Brand equity is really about having consistency when promoting your shop. It's having one voice, tone, message, and 'face' across all the platforms you use to promote your shop. This doesn't necessarily mean a literal face of the business, but more so that your brand should always have a unified theme in a customer's mind. When a customer hears your shop's name, they should associate certain words and feelings with it. The better managed your brand equity is, the more positive feelings your consumers will have when thinking of your shop.
One of the main reasons it's so important is that it increases your brand awareness and top-of-mind awareness. When your tone and message are unified and easy to understand, it shines through and makes it easier for your customers to remember it, especially when making purchasing decisions. You want to make associations with your brand that your customers will remember. For example, you would want to tie feelings of love with flowers during Valentine's Day and create an association that flowers make a good gift. This is just one example of how you can make easy-to-understand messages and associations with your brand.
Start with your colors, fonts, and designs.
Brand equity starts with visualization. One of the most important parts of creating an image for your brand is your design. Decide what fonts, color schemes, and keywords or sayings that you want to use for your brand. Make them recognizable and consistent throughout your marketing materials, such as social media posts, emails, and your website.
Think about your consumers' needs.
When you're creating associations with your brand, you'll want to try and focus on things that will benefit your customers. For example, if you want people to think of your shop when they need flowers, start promoting all the reasons people should send flowers.
Focus on what makes you unique.
If you want to stand out amongst other shops, focus on what makes you unique. Showcase the unique and different designs your shop offers. Feature the different services your shop provides that your customers might not know about. This will give your customers more reasons to use your shop and choose you over the competition.
Having good brand equity takes time, but it's never too late to start. Evaluate your brand and see if there's something you can improve on to make it better. Start with the tips above and see how they help your shop!