Week 3 Part B: Developing a Brand
I chose to use my family's business for this class. My mom started her own business, Flowers by Annette Inc. She begun creating her business just a year after I was born in 2001. There are familial inspirations throughout the entire development of our brand. To put it simply, "it takes a village". In this case, it took "a village" of our friends and family to help develop our business. From this we have created long lasting relationships that aided immensely in our growth.
Although I don't remember the initial creation of the business, I do remember adapting it to the new technological age. My mom is the face of the brand and her good friend designed both of our logos. The initial logo was the businesses name, we have no tagline, with a hydrangea plant. My moms grandmother helped curate her love for nature and had hydrangea plants growing in her yard my moms entire life. We recently updated the logo in 2013, to a magnolia bloom. Her grandmother also had a magnolia tree in her front yard and for my moms 40th birthday my grandparents planted a magnolia tree in the same spot in our front yard. On platforms where we do not have a logo as our image, there is an image of my mother. I mention the background of our logo because of its sentimental roots. There are personal touches like this throughout the entirety of our business. It is these precise personal touches and individuality that we strive for with every customer in crafting their event. We strive to make the day as sentimental and tailored to them as possible.
From this logo we had business cards, stationary, gift tags and watermark paper created. We use business cards to give our information easily to potential customers. This happens most often on set ups for events, people passing by will see our work and stop and ask for information. We use stationary for a variety of things, primarily when sending thank you notes or letters to clients. Sometimes on holidays we deliver arrangements and attach gift tags with a note. Our gift tags only have our magnolia logo on one side, as to not shove our information in the receivers face. These arrangements are often gifts to love ones and we want to keep it personal between the sender and receiver. Finally, our watermark paper is what we print all of our important documents on for clients, such as contracts. We also have aprons, t-shirts, and hats for our employees to wear on site.
Our overall color scheme is whites, greens, and browns. My mom has always had a strong love for nature and the colors it provides. Of those colors, her favorite is green. Green is also arguably the most prominent color in nature which aligns seamlessly with our floral business. These colors are true to the core colors of nature around us. We stick to a delicate easy to read font. This light and airy look remains consistent throughout all of our platforms.
As for "Brand Recognition," I have noticed how much of a name my mother has made for herself in the event industry. Her work is easily recognized and praised. This ties back to the very beginning of Flowers by Annette Inc. Creating good relationships with vendors, clients, and other florists has allowed her to build a positive reputation for herself. This reputation is almost just as responsible for her success as her talent.
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