Brand Tone

Compassionate, Professional, and Traditional

Brand Values

• •Empathy and Support
• •Quality and Craftsmanship
• •Reliability and Timeliness
• •Community Focus

Best Practices

• •Lead with Empathy: Every piece of copy, from the website's homepage to an email confirmation, should begin with a compassionate and respectful tone. Use words like "comfort," "support," "honor," and "remembrance" to reinforce the brand's purpose.
• •Ensure Website and Service Alignment: The compassionate language on the website must be mirrored in all customer service interactions. This requires training staff to handle inquiries with sensitivity and professionalism, addressing the primary point of negative feedback.
• •Highlight Expertise and Tradition: Consistently mention the "30+ years of experience" and the "experienced floral designers." This reinforces the values of professionalism and quality craftsmanship, which builds trust with customers making a difficult purchase.
• •Keep Language Clear and Simple: Avoid overly floral or complicated language. During a time of grief, customers appreciate clear, direct, and gentle communication. The focus should be on making the process as easy and stress-free as possible.
• •Focus on the Act of Giving: Frame the purchase not as a transaction, but as a profound gesture of support. Use phrases like "express your condolences," "a tribute to their memory," and "show your support" to center the copy on the customer's emotional intent rather than the product itself.

Social Perception

Largely positive, strong reputation for product quality and reliability, seen as a dependable local florist; however, undermined by inconsistent customer service professionalism.

Copy Examples

• •In moments of sorrow, let beauty speak for you. Handcrafted sympathy arrangements delivered with care and compassion. For over 30 years, your trusted local florist in Whitby.
• •A heartfelt tribute of peace and remembrance. Our Classic Serenity Spray is thoughtfully arranged by our experienced floral designers with fresh, premium blooms to honor your loved one with dignity and grace. A beautiful expression of your deepest condolences.
• •When words are not enough, our flowers offer a message of comfort and hope. At DMP Sympathy Flowers, we combine three decades of artistry with a deep understanding of what it means to say goodbye. We are dedicated to providing a seamless, reliable service you can depend on, allowing you to focus on what truly matters.
• •Compassionate Funeral Flowers | DMP Sympathy Flowers | Same-Day Whitby Delivery
• •A living tribute that grows in memory. This elegant peace lily plant offers a lasting symbol of comfort and continued life. Delivered with care to the home or service, it ’s a gentle reminder of your enduring support.