Brand Tone

Inspiring, Natural, and Authentic

Brand Values

• •Love of Nature
• •Creativity and Self-Expression
• •Well-being and Nurturing
• •Authenticity and Generosity
• •Beauty and Elegance
• •Sustainability

Best Practices

• •Embody Nature's Language: Use descriptive, sensory language that evokes the beauty, texture, and feeling of the natural world (e.g., "wild," "effortless," "serene," "vibrant," "gentle rhythm").
• •Share with Generosity and Authenticity: Communicate openly and honestly. Share tips, personal insights, and the passion behind the brand. Avoid overly formal or corporate language; instead, aim for a warm, conversational, and approachable style.
• •Focus on Inspiration and Nurturing: Frame content around the idea of inspiring creativity and nurturing well-being through nature and floral design. Highlight the emotional and uplifting aspects of engaging with flowers.
• •Maintain Visual Consistency: Ensure that all visual content (photography, videography, website design) aligns with the natural, elegant, and slightly rustic aesthetic. This visual language reinforces the written tone.
• •Engage with the Community: Foster a sense of connection by responding to comments and messages in a friendly and personal manner, reflecting the brand's approachable and inclusive values.

Social Perception

Willow Crossley is widely recognized as a leading florist and floral stylist, often dubbed the "Queen of Flowers." She is seen as a source of inspiration for floral design, creative living, and connecting with nature. Her followers appreciate her ability to make floristry accessible and joyful. Despite her success, she is perceived as down-to-earth and genuine, sharing her passion in an approachable way. Her brand is linked with high-quality, beautiful, and natural aesthetics. She has cultivated a strong and engaged community around her brand.

Copy Examples

• •For an Online Floristry Course: "Discover the wild heart of floristry. Join Willow Crossley and learn to weave nature's untamed beauty into every arrangement. Let your creativity blossom."
• •For a New Homeware Product (e.g., a Vase): "Crafted to cradle nature’s artistry. Our new [Vase Name] by Willow Crossley brings the serene elegance of the Cotswolds garden into your home. Find beauty in the everyday."
• •For an Instagram Post Showcasing a Bouquet: "Breathing in the quiet joy of a hand-tied bouquet. Freshly gathered, a little wild, perfectly imperfect. What wonders are blooming in your corner of the world today? #WillowCrossleyCreates #NatureNurtures"
• •For 'The Seedling' Blog/Newsletter: "More than just flowers, it's a way of living. ✨ Dive into The Seedling with Willow Crossley for weekly inspiration on nurturing your soul through nature, creativity, and simple joys. Let's grow together."
• •For a Seasonal Workshop: "Embrace the beauty of [Season] with Willow. In our upcoming workshop, we'll explore the unique colours and textures of the season, crafting arrangements that tell a story of nature's gentle rhythm. Spaces are limited – book your moment of creative calm."