Brand Tone

Passionate, personal, educational, approachable, humble, and authentic.

Brand Values

• •Passion for the Craft
• •Quality and Specialization
• •Community
• •Authenticity

Best Practices

• •Always Lead with Passion: Every piece of copy should reflect a genuine love for growing dahlias. Use personal anecdotes and enthusiastic language to reinforce that this is more than just a business.
• •Embrace the "Hobby Grower" Identity: Be transparent about the small scale of the operation. Use phrases like "from my garden to yours," "hand-inspected," and "limited batch." This builds trust and manages expectations about quantity and availability.
• •Educate and Share Knowledge: Use copywriting as a tool to teach. Share tips on planting, growing, and storing dahlias. This positions the brand as a helpful expert and builds a loyal community that values the content beyond the product itself.
• •Use Descriptive, Sensory Language: Describe the flowers with rich detail. Talk about their color, petal shape, and how they look in the light. This helps customers connect emotionally with the product and visualize the beauty they are purchasing for their own gardens.
• •Maintain a Personal and Approachable Voice: Write as if you're talking to a friend who shares your passion. Use "I" and "you" to create a direct connection. Be friendly and responsive in comments and emails to reinforce the personal nature of the brand.

Social Perception

LC Floral Co. is perceived as a small, dedicated, and high-quality hobby farm. Customers and followers view it as a source of beautiful, desirable dahlia varieties. The brand is seen as a trustworthy individual sharing their passion, fostering a sense of exclusivity and high demand due to limited products.

Copy Examples

• •It’s almost time! Our annual dahlia tuber sale is just around the corner. I’ve poured my heart into these beauties all season, and I can’t wait to share them with you. Mark your calendars for [Date] at [Time] EST. The shop link is in our bio. Thank you for sharing this flower journey with me!
• •Dreaming of next year's blooms. Our dahlia tuber shop is currently closed while we tend to the garden. Thank you for a wonderful season! Follow us on Instagram @lcfloralco for updates and a peek at what's growing for [Next Year].
• •A true garden showstopper. 'April Heather' is a prolific bloomer, offering breathtaking lavender petals that seem to glow at sunset. Each tuber is carefully harvested and inspected by hand right here in our Fairport garden. Limited quantity available. Perfect for adding a touch of magic to your floral arrangements.
• •From our garden to yours. Here’s a little peek at how we care for our dahlia tubers over the winter to ensure they’re perfect for you next spring. It’s a labor of love, and every single one is worth it.
• •Your Garden is Calling — The LC Floral Co. Tuber Shop Opens Tomorrow! Get ready, flower friends! Our hand-grown dahlia tubers go on sale tomorrow. Find your favorites and get ready for a season of incredible blooms...