Bringing sexy content back (yeah)
- Steph Duthie @ Purple Pepper Creative
- 19 hours ago
- 3 min read
Flowerdose’s brand positioning and messaging story
How do you stand out from 4,000 versions of you?
This was a question florist flowerdose asked themselves when launching their new business.
In an industry saturated with similar flower designs, products and even naming conventions, the team set out to position themselves differently.
But it wasn’t just the look and feel they were pushing the boundaries on. It was their brand positioning, tone of voice and personality.
Making flowers sexy (and a little bit naughty)
When our copywriters first met the flowerdose team, they were just starting their website journey and needed website content. Not only did they need website content to support their SEO strategy, but they wanted to do something they hadn’t seen any other florist do: make flowers fun, quirky and flirty.
They had the visual brand look and feel sorted, with a fresh new brand and product style. But they wanted to take it further. They wanted to push the boundaries, bringing sexy back to flowers. After all, it was often these flower-y gestures that started conversations of love, lust and everything in between.
Working with the team and analysing competitors in their space, our content team stepped up to the challenge and created a unique brand tone of voice and personality to fit their brand direction. This tone and personality didn’t only appear in the website copy we created but across all their business content. From product names and descriptions that teased and winked (such as Box me up lover and The big o) to details about their services and customer journeys.
But this wasn’t the only unique thing about the team.
It’s more than just flowers
They were third-generation florists, with a whimsical and emotive style to flower arranging that many other florists in their area just weren’t doing. And they truly do love flowers, seeing it as a form of artistic expression.
By weaving in their story and showcasing the ‘why’ behind it all, their brand positioning was amplified. No longer were they nameless florists putting together a simple arrangement. It was a strong, female and founder-led team, with a clear vision.
Suddenly, people weren’t just buying another arrangement to celebrate a birthday or say I love you. They were buying into a local brand that they knew, a story they loved, from a personality they could remember.
The team also wanted an emotive warmth to their content, creating copy that you feel, imagine and engage with. This emotive tone was flexed throughout all their content, bringing virtual winks, kisses and life to the words on the page.
Steph was so professional and provided great service. Absolutely nailed the brief and can’t wait to see what she comes up for our next launch! - Nadia, flowerdose
Their new brand positioning was just the beginning
Today, the flowerdose brand continues to be a powerhouse of brand personality that proves people want emotive brands that own who they are. Their brand stands out visually, with their content reinforcing and driving home how and why they are different.
As they have evolved, new products and services have entered the mix — all leveraging their brand foundation, messaging and positioning.
Falling in love with their florist style and artistic eye, the team has now expanded further into weddings and events and now teach workshops to share their love of all things blooms.
Feel like your tone of voice and messaging isn't hitting the mark?
Chat to us about a brand positioning and messaging workshop! Together we can find your unique tone of voice, define your brand personality, and create brand messages that will be remember long after they close the web page.
