Brand Tone

Professional, Trustworthy, and Caring

Brand Values

• •Quality & Craftsmanship
• •Customer Service
• •Community & Tradition
• •Reliability

Best Practices

• •Lead with Trust and Tradition: Always incorporate phrases like "family-owned," "Traverse City's trusted florist," and "expertly designed" to reinforce your core brand identity in website copy, ads, and social media bios.
• •Focus on the Occasion and Emotion: Frame your products around the moments they are for (celebrations, sympathy, love). Use caring and thoughtful language that reflects the customer's reason for buying flowers.
• •Use a "Professional but Friendly" Voice: Write clear, grammatically correct, and professional copy. However, keep it approachable with words like "friendly," "caring," and "we're here to help," especially in customer service communications and social media replies.
• •Emphasize Quality and Freshness: Use descriptive words that highlight the quality of the product in every description. Words like "fresh," "vibrant," "hand-selected," and "long-lasting" build value and justify price points.
• •Create a Simple Vocabulary List: Develop a short list of on-brand words to use consistently across all platforms. Use: Handcrafted, Fresh, Vibrant, Local, Trusted, Reliable, Caring, Beautiful, Celebration, Sympathy. Avoid: Cheap, Discount, Trendy, Edgy, Funky. This ensures everyone writing for the brand stays consistent with its established tone.

Social Perception

The public perceives Cherryland Floral as a high-quality, reliable, and classic local florist. It is seen as a go-to option for traditional floral needs and important life events. Customers express a high level of trust in the brand's ability to deliver beautiful products as promised, making it a safe choice for gifts. The perception is not that of a trendy or avant-garde designer but of a dependable artisan providing excellent, classic floral work.

Copy Examples

• •Handcrafted Floral Designs, Delivered with Care in Traverse City. For all of life's moments, from our family to yours. Cherryland Floral is your trusted local florist for fresh, beautiful arrangements.
• •Welcome the beauty of autumn into your home. 🍂 Our new fall collection captures the warm colors of the season with rich oranges, deep reds, and golden yellows. Perfect for a Thanksgiving centerpiece or a "just because" gift. Stop by the shop or order online for reliable local delivery!
• •The Celebration Bouquet: Brighten their special day with a vibrant, joyful mix of fresh seasonal blooms. Expertly arranged by our professional designers, this bouquet is a cheerful expression of your birthday wishes. Each arrangement is handcrafted with the finest flowers and delivered promptly to ensure a smile.
• •Traverse City Florist - Cherryland Floral. Fresh Flower Delivery Today. Beautiful, handcrafted bouquets for any occasion. Family-owned and operated for over 25 years. Order online for friendly, reliable service.
• •Say It with Flowers: Order Your Valentine's Day Bouquet Today