I had never heard of Floral Image. But wow, what a discovery – a true Australian-based success story.
Founded in Adelaide in 2000, it has expanded to over 80 cities and 18 countries.
Floral Image is a flower service that delivers high quality, artificial flower arrangements to workplaces on a monthly basis. To brighten up dull reception and waiting areas and bring a better vibe to a workplace for staff and customers.
I was brought in by Throttl to work on a new brand positioning and help create a more succinct and inspiring expression for what is a relatively straight forward business model.
Step 1 – discovering a strong point of difference
Meeting the owners and country managers across the US, UK, Australia and New Zealand, my first impression was that there was limited differentiation in their messaging, and each leader was expressing ‘what they do’ differently.
And the name itself didn’t easily convey what they were offering.
They needed meaning, inspiration and consistency.
The key was to land on an ownable market position to reflect their high quality product and service.
We set about moving them into a premium territory.
Artificial, fake and ‘life-like’ wording was out. And the new expression of ‘Designer Flowers’ was in.
The founders had established the business because they saw the problem of low quality artificial flowers and the dodgy association and negative perceptions. There was an opportunity to do better.
Their solution was to create a business model based on sourcing high quality artificial flower arrangements that are on trend and highly impactful – unlike anything else in the market.
You can see their gallery of latest designs here
As you can see, the arrangements are beautifully designed, hand crafted, set in a resin base and delivered in a glass vase with no mess, no fuss, and no wastage.
I thought they were real when I first saw them! And so do the customers that I met throughout the process.
And they offer them at a fraction of the cost of fresh flowers (that are typically farmed with the use of pesticides which not only harm the planet, but are linked to human neurological disorders such as Parkinson’s and Alzheimer’s – this set alarm bells ringing for us when we started researching into the fresh flower industry with these sort of articles We knew that the Floral Image solution not only had greater impact, but was an easier, more affordable and far better choice. We just had to communicate it more effectively).
So it opened the door to the ownable idea of long term, enduring value; as well as the concept of creating ‘lasting impressions’.
In short, the longer lasting floral design solution that’s better for business and better for the planet.
Step 2 – crafting the Floral Image Way
I then set about working with the head creative director, Monty Noble of Noble Brands Worldwide, to crystallise the brand essence, tone of voice, brand personality and guiding franchisee behaviours.
Building on the human truth that the Floral Image teams personally hand deliver a new arrangement to businesses every month to refresh the look and feel of workspaces, waiting rooms and other reception areas.
But importantly building a Floral Image Way of doing it.
Not only bringing more ‘wow’ to workplaces and lifting moods of the people and customers in it, but a human connection that is genuinely likeable and infectious rather than ‘salesy’ or pushy.
Step 3 – an unrivalled human service
Tieing it all together from customer and franchise owner perspectives, we landed on the emotional expression: Designer Flowers, Refreshed Monthly.
And built out the brand story, new logo, style guide, van design, uniforms, website and digital advertising to harness the emotional uplift that occurs when people see the beautiful arrangements and interact with the Refresh Team.
In essence, changing both the way people feel, and how business spaces look.
It was now a franchise opportunity that provides never ending upside for people who want work life balance and are open to the exciting opportunity of changing the way people see the world.
And Floral Image now has a consistency that will help supercharge its success around the world.
It’s a wonderful business to work with. And has been fantastic to see the change get implemented and embedded in their approach.
If interested, then find out if a free trial is available in your area
If you’d like to find out if a free trial of designer flowers is available in your business location, then please feel free to touch base directly here
Or if you’d like to know more about The Floral Image Way, or would like to speak with the founders about the work that we’ve done with them, then please contact us here today
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