Presenting

48 May | 2023 Business Coming up with answers to these questions is not a one-person aff air. You may think you have all the answers—and maybe you do—but you need to make sure they are the correct answers and not just your opinion. When it comes to brand marketing, it might be a good idea to take a step back and involve as many people as possible that you trust to help you answer the questions above—your most trusted employees, maybe a few family members and friends, and, possibly, some of your best customers. It's your call. Looking at the questions on Page 47: Uniqueness? at's what actually and realistically separates you from all the other fl ower shops (hopefully, there is at least one thing!). Internal culture? Is your shop a fun place to be and work, or is it full of divas—or is it somewhere in between? A professional sense of style could be whether you are a hip, modern shop; something more Victorian; upper echelon; part of the community with graffi ti on the outer walls; or just a regular 2023 shop providing a service. Communication characteristics? Analyze how you communicate with existing and prospective customers—as well as how you should be communicating with them. Social media? Word- of-mouth? Traditional advertising? Do you blog once a week? Do you have an up-to-date website? Hearing your business' name could bring to mind "the fl ower shop that's my go-to place when I need special fl ower arrangements and gifts," but what else? Is your business the place consumers think of as a shop that can decorate their events, homes and offi ces? A shop they want to go to for inspiration and calm and to just hang out? A place where they will fi nd unique and special gifts? A shop that always takes things to the next level and goes above and beyond? When it comes to brand marketing, regardless of how you want the public to perceive you, if that perception is not what your company really is, not realistic and accurate, it will not work—or, at least, it won't work as well as it could. Some businesses can fake it until they make it, but what could things be like if they don't have to fake it?

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