Brand Tone

Artistic, Serene, and Natural

Brand Values

• •Artisanal Craftsmanship
• •Connection to Nature
• •Mindfulness and Emotion
• •Quality and Seasonality
• •Community and Education

Best Practices

• •Use a Sensory and Evocative Vocabulary: Instead of saying "beautiful flowers," use words that appeal to the senses and emotions. Describe the texture ("velvety petals"), the form ("sculptural stems"), the color ("muted, earthy tones"), and the feeling ("a sense of calm").
• •Tell a Story: Frame products and services within a narrative. Talk about the inspiration behind an arrangement, the farm where a flower was grown, or the feeling a bouquet is meant to evoke. This elevates the brand from a seller to a storyteller.
• •Emphasize "Art" and "Design": Consistently use terms like "floral studio," "design," "artistry," "craft," and "curated." This reinforces the brand's positioning as a high-end, artistic service rather than a simple retail shop.
• •Maintain a Calm and Gentle Call to Action (CTA): Avoid aggressive CTAs like "Buy Now!" or "Don't Miss Out!". Opt for softer, more invitational language such as "Explore the collection," "Discover more," "Book your space," or "Begin the conversation."
• •Connect Everything to Nature and Seasonality: Always tie the messaging back to the brand's core value of nature. Mention the current season, the origin of the flowers, or the natural elements that inspired a design. This creates a cohesive and authentic brand identity.

Social Perception

Perceived as High-End and Artistic: Customers see Bröms not as a standard flower shop, but as a high-quality "floral studio." They are sought out for their distinctive, non-traditional style. Trusted for Quality: Reviews consistently highlight the freshness and longevity of the flowers and the stunning beauty of the arrangements. Appreciated for Customer Service: The staff is perceived as knowledgeable, friendly, and passionate, enhancing the overall customer experience. Seen as a Local Gem: The brand has cultivated a reputation as a special, local business that offers something unique to the community.

Copy Examples

• •Echoing the quiet beauty of a misty morning. Our new seasonal bouquet captures the gentle transition of the seasons with soft textures and a serene palette. Each stem is chosen to bring a piece of nature's calm into your home. Available online now.
• •Discover the Art of Floral Design. Join our seasonal workshops and learn to create with your hands, guided by nature. Connect with the blooms and uncover your own creative voice. Spaces are limited—book your experience.
• •Your love story is one-of-a-kind. Your flowers should be too. At Bröms Floral Studio, we craft bespoke floral designs that feel as personal and natural as your connection. Let’s create something beautiful together. Enquire for a consultation.
• •Everlasting beauty, captured. This arrangement of dried grasses, seed pods, and preserved blooms offers a timeless piece of natural art for your space. A quiet celebration of texture and form that endures through the seasons.
• •Hello [Name], This week, the studio is filled with the rich, deep tones of early autumn. We’ve been inspired by the changing light and the wild beauty of the harvest season to create our new collection. Explore arrangements that tell a story of warmth, texture, and natural elegance.