The Floral CEO

 Hello flower friends. Today we are gonna talk about brand again. Uh, I think I have gone through so many conversations lately with florists that are really thinking about wanting to grow their business. Thinking about, you know, I wanna grow wedding revenue. I wanna grow some specific type of revenue. But when I look at their brand and when I look at their social media that supports their brand.

There's a big disconnect from what they're saying that they want and what their presentation or their brand of their business is presenting. So I wanna give you guys a really quick exercise that might feel a little uncomfortable, but it is an incredibly powerful tool for you in your business. So I want you to do a five minute brand audit of your floral business because the truth is.

Many floors want higher end budgets, bigger, you know, better, um, luxury clients and more profitable weddings, but their brand is sending a completely different message. So let's do a quick check-in. All right. First, look at your Instagram like you are a client. Open your Instagram profile and ask yourself if I don't know me and.

What I think this florist is expensive or affordable. Do your photos feel elevated, intentional, and cohesive? Or it does it look like throwing spaghetti noodles at a wall and you kind of saw what, whatever post you kind of felt like making for the day? Or does it look like a random mix of flowers, weddings, and maybe some cluttered backgrounds of.

Promoting a million different things. Higher end clients want to feel absolutely inspired and confident when they land on your page that sells weddings, not this huge, you know, beautiful, um, crazy design idea, which of course that's a component of it, but when they look at you, does this person exude the.

Image or BR brand that they look like they could pull off the kind of event that I want. Okay. Then I would love for you to look at your collection of work. Do your photos look like they belong together or does it feel like Ru Rustic Barn wedding? My favorite baby's breath in Mason jars, a tropical installation.

You going to Trader Joe's and putting a few things together all on the same feed. A strong brand has consistency in aesthetic and design. Voice. You look like, Hey, I have this beautiful wedding. Coming up and when I look at this, I know this florist can nail it. All right. Then I would love for you to look at the language that you are using.

Do you things say things like affordable florist, budget friendly, we work with all budgets. Budget, budget, budget, budget? Or does it sound like a designer who creates an experience? Your language signals your positioning of your business. So whenever I, I see somebody saying I'm really an affordable option.

I'm really, you know, whatever, like you are sinking yourself into lower budget land. And if you want to make seriously impactful money, and this is, I mean, this is a fight that I have, have, you know, kind of stormed up the hill and wanted to die on it because it is great to be somebody who is accessible.

But just because you are accessible doesn't need to me. Doesn't mean you need to be the cheapest. It doesn't mean that you need to make no money. It doesn't mean that there is any shame around actually making profit in your business. You are running a business, not a nonprofit. If you are positioning yourself as the cheap go-to florist, which.

I have seen so many times recently, especially in some of the, you know, my state bridal, um, you know, where brides kind of hang out, especially in those Facebook groups, I'm like, you are shooting yourself in the foot to actually get anybody to spend any real money. Flowers cost money. They are not something that, you know, you are not going to Trader Joe's in getting Trader Joe's prices working with you because that's not how this works.

There is a brand difference between you and that, and you need to make sure that's abundantly clear when somebody looks at your social media. All right. Then step four, I would love for you to go and ask someone else. This is like the most kind of vulnerable and honest step in the process, but ask someone you trust.

When you look at my Instagram, what are three words that come to mind? And also follow that up with, when you think about me and my floral business, just you knowing it. Like if it's a friend, a family member, whatever, what are three things that really pop up when you think about my business and the brand of my business?

Sometimes the gaps between what we think. We look like and what we actually look like are drastically different. I mean, I've had people that are like, I really wanna grow my wedding revenue, but when I look at their feed, they look like a very retail shop driven. And I had to scroll to even find a single wedding post.

And I mean, I've, I've seen that dozens and dozens of times. Like if you want to attract something, you are going to have to post about it. Then I want you, so to ask yourself a big question, does my brand support the level of clients I want? Because if your brand looks like you do 2000 wedding, $2,000 weddings, it will be very hard to attract 10,000 weddings.

You need to put work out there that shows. You can do higher end work, you can do well laid out, kind of cohesive designs, beautifully executed work. I have seen florists that have been in the market and like just started their business not that long ago and like, like three, four years ago, and they're doing 30 to $40,000 weddings You guys.

Because they are attracting and putting out that they are a 30 to $40,000 florist. I had, um, you know, spoke with, there's, there's a florist here in my market that is pumping out beautiful work, has owned her own business for less than four, three to four years, and is also attracting that kind of work. Um, and I had.

Uh, this company, it is Joanne Floral Design. They just hit 40 K on Instagram and they are pumping out absolutely beautiful, stunning work. And it looks like money. It is money. It is so money what they are putting out. And they're so booked. They are doing huge scale events. And everything looks beautiful and all of that curated together is creating a brand of authority, a brand of creativity, a brand of like next level, you know, thought process and next level design, execution.

And they have not been in business that long. You guys, like in the grand scheme of somebody who is at that level, I mean, they have a warehouse, they have just all these things. It is never too late to start turning it around. All right. So if you are, go are going, I don't have a brand that speaks to a 10,000 wedding or I don't know what to even do to start moving in that direction.

The business bouquets and branding workshop is one of the reasons why I created this to help bridge the gap of a florist looking to get. To a 10 K wedding or you know, more of a premium tier client but doesn't have the money to do a bunch of styled shoots, doesn't have the money to, to do a personal branding shoot, all those things.

I have made this workshops so affordable and what you're getting from it is going to help you with these exact steps to answering. Yes, my portfolio does look like that. You get it is a, um, three day, it's like a two and a half day, um, essentially workshop where you're coming here to my family farm in Denison, Minnesota on day one.

Then, uh, we are gonna have like a little get to know each other because you guys are gonna be with your workshop friends for a couple days. And so we're gonna take a tour of my home base studio. You guys can see how my CoolBox cooler is set up. Uh, we can kind of start preliminary, like business questions that you guys have, and then we are going to start diving in to, um, on day one, like making a beautiful spiral bouquet that you're going to have pictures with in your portfolio.

We are going to put things together for a epic style shoot, and then on Wednesday, which is day three, you are going to get a mini branding shoot. Mini makeup touched, um, retouched on before your, your branding shoot. You're gonna be a part of a styled shoot and it is absolutely beautiful. You guys. This workshop is next level and, uh, for the price.

Um, 'cause I think right now it is at. 8 99, but the early bird price, because this is April 26th through the 28th, the early bird price is going away in in less than a week. So if you want to take advantage of this, go to floral ceo.com/uh workshop. It is such a no brainer. It is. It like the value of this workshop.

Not only are you gonna be able to ask me any question when it relates to your business so that we can hopefully dive into any holes that are missing from a, a business, um, coaching perspective, but the doing a styled shoot, it is over a thousand dollars in flowers. Usually at least doing a personal branding shoot, you're gonna probably spend the same learning and all of the experience.

Like that. Also, thousands of dollars of value. You guys, this is somewhere you need to be if you want to grow your business. And we are getting close also to it being capped out. So early bird's gonna go away and we're close to being capped out. So I'm tired of, you're probably tired of hearing about this, but this workshop I know is a game changer to get into your portfolio and really make a difference in your business.

So. Head to floral ceo.com/workshop. Thank you so much for listening, flower Friend, and you have an amazing flower filled day.