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Dominga's Flowers:
Building a New Brand Identity

Dominga's Flowers is family-owned business committed to helping their customers be noticed, be remembered, and be loved.

 

The marketing plan for Dominga's Flowers required a strategic and comprehensive alteration to their brand identity. Inspired by the brand's core values and commitment to their customers, I helped Dominga's Flowers position itself as an essential resource in their customer's journey using The StoryBrand Framework.

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Interview with Dominga

Prior to starting this project, this family-owned business did not formally collect customer demographics. The brand's customer based was broadly distinguished into two categories; younger and older.

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Younger customers described to be:

  • more likely to spend more on a single purchase;

  • more interested in roses;

  • more interested in pastels.

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Older customers described to be:

  • less likely to spend more on flower arrangements;

  • interested in arrangements that come in vases;

  • interested in bouquets with vibrant colors.

According to Research

Younger generations

  • are more likely to turn to social media or the web for help in selecting their next bouquet;

  • are more likely to buy flowers for Valentine’s Day and Mother’s Day;

  • are more likely to buy an additional non-flower item to go along with their bouquet;

Men

  • are more likely to only purchase flowers as gifts

    • This may be the researchers' speculation.

The Main Character

The main character represents your customer or target audience. By understanding their desires, needs, and challenges, we can tailor our messaging to resonate with them and create a compelling narrative they can follow and relate to.

Photo by Omar Lopez

Name: Andres

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Age: 26 - 40
 

Lives in: Southwest Florida Regional Area

(e.g. Naples, Marco Island, Bonita Springs)
 

Education: Associate's, Bachelor's, Post-Grad
 

Relationship Status: Single
 

Occupation: Operations Manager

Andres' partner has special day coming up and he wants to add more excitement to this day by becoming an unmistakable and uplifting presence. Wanting to stand out amidst the already existing wonderful aspects of this upcoming day, Andres wants to know how he can be seen, feel valued, and be remembered long past his partner’s special day.

Man walks alone

Photo by Hannah Busing

The Pain Point

The longing to be seen, valued, and remembered by loved ones encapsulates a profound human desire for connection and affirmation.
 
When this human need remains unfulfilled, it can manifest as a poignant pain point the customer experiences as feelings of loneliness, inadequacy, and emotional distress (internal threats). The customer may begin to pose the philosophical question: Am I worthy of love? 

On top of this, the customer faces an external threat, the other guy. If he doesn't stand out by contributing to his partner's special day, someone else may.

Meets a Guide

At this point of the StoryBrand development process, we present the brand as the trusted guide who can lead the target audience toward their desired solution. By positioning your brand as the knowledgeable expert, you build trust and establish a connection with your customers.

Dominga’s Flowers understands the frustration of seeking ways to distinguish yourself. We recognize your desire to convey heartfelt emotions for your loved ones, and have your efforts to met with gratitude.


We believe you deserve to be seen, be valued, and be remembered.

Marco Island Farmers Market - Opening 20

Photo by the Marco Eagle

Our Values

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Service

We value the time, energy, and money you invest in a Dominga’s Flowers arrangement, so we promise to exceed your expectations with quality service every time you shop with us. Whether it’s same-day delivery, a free consultation, or a 100% satisfaction guarantee, we’ll do what we can to ensure you’re satisfied with our service.
 

Creativity

Creativity is the essence of our work. We are passionate about designing charming and unique arrangements that will help you be noticed. Let us craft the perfect floral arrangement that’ll make people remember you.


Connection
Flowers are more than just beautiful decorations; they help express what you feel and connect to your loved ones. Whether you want to express gratitude, sympathy, admiration, or action, we’ll help you find an arrangement that makes your loved one want to connect with you more.

“The flowers that I ordered showed up just like the picture and I appreciated that very much, my wife absolutely loved them so they were probably some of the best flowers she had ever gotten”

-David

“STUNNING! This is the very best florist delivering in Naples. Third time sending flowers and third time client called and sent pictures showing the beautiful piece. I will Always use this florist. Fresh and vibrant flowers with seamless delivery. Perfect!”

- Jenny

“...Wow! I stumbled on this place by accident and had them make a bouquet for my girl. Was very impressed. Used them again to send some surprise flowers and they were AMAZING”

- JB

The Guide's Plans

The focus here is to provide a clear and straightforward plan(s) to outline the customer needs to do to effectively solve their specific problem. Presenting a clear plan guides the customers towards taking action to achieve their desired outcome.

The Process Plan

This plan lays out the step-by-step process for selecting a product that best meets the customer's needs to reach success.

  1. Tell us who are the flowers for and what the occasion is.

  2. Browse and select from a curated selection.

  3. Personalize with finishing touches.

  4. Submit your order and we’ll handle the rest.

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Photo by Paico Oficial

The Agreement Plan

This plan spells out a short and sweet agreement between the main character (customer) and the guide (the brand).

  1. We review the order to ensure we have all details needed to successfully complete the order. We’ll contact you if details are missing.

  2. We craft the arrangement on the delivery date to ensure maximum freshness.

  3. We deliver the arrangement.

  4. We email you a delivery confirmation notice.

Calls to Actions

Customers do not take action until they are challenged to take action. In this phase of our StoryBrand development, we create compelling invitations for the customer to take specific actions. These could include making a purchase, signing up for a newsletter, scheduling a consultation, or sharing the brands content. The goal is to guide them toward a desired outcome by continuously prompting them to take the next step.

Direct Calls to Action (DCtA)

These are cues that act as stepping stones that ultimately lead to sales. These may include:

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  • Browse Selection;

  • Add to Cart -or- Buy Now;

  • and Complete Checkout.

Transitional Calls to Action (TCtA)
These contain "less risk" for the customer because, from their prospective, TCtA don't require the customer to spend their hard-earned money. On the contrary, an effective TCtA offers the customer something for FREE! 

A TCtA helps the customer who is interested in the product, but not quite ready to buy. Our TCtA helps develop a relationship with the customer until the time is right for them to make a purchase. TCtA messaging may include:
 
  • Receive FREE SHIPPING when you signup for newsletter;
  • For more Floral Care Tips, follow us on social media;
  • Download our "Seasonal Floral Reference Guide" (Branded PDF)

Avoids Failure

Just like in any captivating story, where there’s always something at stake, we use this phase to emphasize the consequences of inaction; we highlight the risks of not taking action. By clearly illustrating what failure could look like if our customer doesn’t engage with our product, we create urgency and motivate them to act. Every hero wants to avoid a tragic ending!

According to Psychology Today, consideration, interest, and generosity are important expectations in any relationship. As the wise guide, we offer our florals to convey our customer's consideration, interest, and generosity towards the recipient.

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We need to make clear to the customer, what's at stake if they fail communicate these important qualities. We also remind the customer the threat posed by "the other guy" - the entity whose own interest may outshine our customer's presence. 

Failure to show interest, consideration, and generosity.

"The other guy"

shows their interest, consideration, and generosity. 

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Partner forgets customer.

Feelings of loneliness, inadequacy, and emotional distress in customer.

Results in Success

Now it's time to bring the customer's story to a close. We never assume the customer knows what success looks like, we show them. Showcasing case studies, testimonials, and examples help illustrate how the solution we offer leads to a happily ever after for our customer. It’s all about showing them that their journey with your brand ends in success!

Dominga's Flowers objective here is to communicate the message:

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Customer's who gift floral bouquets from Dominga's Flowers are seen, valued, and remembered.

Ideas include:

  • Following up with recipients to send thank you notes

  • Asking recipients to use social media hashtags and filters

  • Displaying photo's share by customers and recipients

  • Displaying recipient testimonials highlighting about they felt receiving their bouquet

Brand Color Palette

#A9B494

R: 169

G: 180

B: 148

Dominant Color (60%) - The color we’ll use most, setting the overall tone of your design.

Green symbolizes growth, harmony, and balance. Verdant Whisper, in particular, conveys wisdom and stability. As a trusted guide, this color reflects our brand’s commitment to nurturing relationships and helping them flourish.

#8BD3E6

R: 139

G: 211

B: 230

Secondary color (30%) - Supports the dominant color and is used half as much.

Anakiwa Blue symbolizes calmness, reliability, and wisdom. It's a soothing shade often used for trustworthy branding. Anakiwa Blue whispers sweet promises, invites daydreams, and wraps attraction in a gentle embrace.

#F8DE8C

R: 248

G: 222

B: 140

Accent color (10%) - Used sparingly to draw attention to important elements like buttons and highlights.

Aurelia is a vibrant hue that influences our emotions, cognition, and perceptions. It’s a color of contrasts, embodying both light and shadow. It can convey passion, desire, and the spark of attraction. Aurelia adds a touch of zest and warmth to moments of connection.

Tone of Voice

Younger generations (millennials and Gen Z) are more likely to buy our floral products, spend more on a single purchase, and turn to the web and social media channels for florists recommendations.

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Our brand’s digital marketing approach needs to be tailored towards these younger generations. 

Qualities our younger audiences look for in a business and, more specifically, a florist:

  • Authentic

  • Compassionate

  • Convenient

  • Ethical

  • Experience-oriented

  • Fun

  • Trendy

  • Unique

4D TOV

How We Digitally Engage

Do

  • Posts with flower arrangements in the scenery

    • Show as part of the customer’s lifestyle

  • Posts that show emotional connection between two people

  • Tagged photos from customers for stories

  • Use emojis when appropriately add emphasis to copy

  • Add 2-5 content based hashtags to drive discovery but not spam the account 

  • Reply to every appropriate message, even if with only emoji’s, to acknowledge the audience member

  • Reply to accounts who post complaints with private direct messages

Don't

  • Posts that mention price

    • i.g. Get it for only $25

  • Posts that tell customers to buy flowers for a holiday or special occasion

    • i.g. Buy mom a fresh boquet for Mother’s day; Say Happy Birthday with an flower arrangement

  • Posts with clutter in the background

  • Engage with inappropriate comments

    • hide or delete when possible

  • Workout complaints in the comments section of posts

Brand Fonts

Headings and Subheadings

Museo Sans font is ideal for headings and subheadings due to its high legibility, a wide range of weights and styles, professional and modern aesthetics, and versatility across different mediums. These features help in creating clear, attractive, and consistent designs, making it a popular choice for designers.

Body Text

Proxima Nova is a preferred font for body text, praised for its readability, versatility in weights and styles, professional appearance, and adaptability to web and print. Its design enhances the clarity and modern look of text, making it an excellent choice for various design needs.

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Logos

Logos serve distinct purposes in brand representation. Together, they create a cohesive brand identity.

The main logo is the primary face of your brand, conveying identity and values.

The limited space logo condenses the main logo for tighter spaces.

The social media logo is optimized for online platforms, ensuring brand consistency and visibility.

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