How to open your flower shop from scratch and without a franchise. (Book of Yelcheninov A.A.)
18. Choosing a flower shop logo
There is no need to say that you need to think carefully about what the logo for the flower shop will be. A lot of literature has been written about this, you can study it properly. The logo is developed by specialists, you can also contact them. But, you need to know that the logo and motto are closely related, especially in the flower business. It must be borne in mind that the finished logo must be recognizable both in color and in black and white.
In any case, the logo must sell, be recognizable and memorable. I want to share my own experience. When I opened my flower shop in the USA, I had to deliver goods to many regions of the country. So that the flowers were not damaged during transportation, they had to be packed in wrapping paper, placed in bags, glued labels.
Putting a color logo on all this would be very expensive. So useful advice about the black and white version. The flowers on the logo turned out even more interesting than on the color version.
In the flower business, everything goes that way. The flower business is like a special living organism.
Name flower shop
It's time to decide on the name of the flower shop. It is only necessary to determine the principles by which it can be chosen:
Simple and monosyllabic
Screaming signs with inscriptions in a foreign manner, executed in Latin, will not only not attract the attention of buyers, but will also push them away with their primitive presentation.
The simpler the name, the less words used in it, the better it is remembered. The name "Lily" is not just a flower. It entails a whole store concept. Only it needs to be thought out completely. But for this they study the full information about this flower, learn all its botanical ins and outs, what are its pros and cons, in what proverbs and sayings, verses its name is used. This is the only way to make a simple recognizable logo, not complicate it, but take into account the details, delve deeper, then turn it into the strongest brand.
In the future, he will bring money if you verify the concept to the smallest detail and prescribe everything, and then begin to competently spin up. And all this is only due to the fact that the logo was very simple, but understandable and memorable.
In addition, the lily must necessarily be on sale, be part of the bouquets. The name obliges this. In summer, you can put vases with lilies at the entrance, or plant them in flower beds near the store. In winter, you can put floral arrangements of lilies of different varieties inside the cabin.
The name should be strictly about flowers. You don’t need difficulties and different words that you cannot guess that flowers are sold in this store so that you don’t have to explain everything further. It is enough to use just the name: heather, chamomile, cornflower, hydrangea, dandelion, lily of the valley, chamomile, rose, chrysanthemum, buttercup, mallow, cloves, aster, hyacinth.
The Russian flora is rich in original names of garden and field plants. You can choose any one to your taste and place the flower itself on the trading floor, add it to ready-made bouquets and compositions, even make tea with it and serve it to visitors. A well-thought-out concept, strategy and business plan will also not hurt.
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