Positioning a Floral Design Business in a Crowded Market
About this programme
Most florists describe their business the same way
Fresh flowers, beautiful arrangements, passionate about design. None of it is wrong, but none of it helps a potential client choose you over the studio two streets away.
This course works through the practical side of positioning: identifying a specific client type, building a visual and verbal identity that reflects your actual work, and applying it consistently across the places where clients find you.
What this is not
A branding theory course. There is no discussion of archetypes or brand pyramids. The focus is on making clear, specific decisions about who you work with and how you present that to them.
Outcomes worth being realistic about
Better positioning does not guarantee more enquiries immediately. It tends to improve the quality of enquiries over time — fewer people asking if you can match a competitor on price.
Includes a one-page brand brief template and a website copy framework for florists.Floral design at a commercial scale requires decisions that go beyond aesthetics — sourcing, margins, and timing all shape what ends up in the arrangement.
Programme structure
Program Overview
- Part 1 — Who You Are Actually For: Defining a client profile based on your existing best clients, not an imaginary ideal customer.
- Part 2 — What Makes Your Work Distinct: Identifying specific aesthetic or service qualities that are genuinely yours, not borrowed from trend forecasts.
- Part 3 — Visual Consistency: Photography standards, colour palette decisions, and how to audit your current online presence for mixed signals.
- Part 4 — Words That Work: Writing a clear business description, service page copy, and enquiry responses that reflect your positioning.
- Part 5 — Applying It Consistently: A practical checklist for keeping your brand coherent across Instagram, your website, and printed materials.
Each part includes a short written exercise. You finish the course with a completed one-page brand brief you can reference when making future decisions.
A$345
One-time payment, lifetime access
GST included. A$345 upfront or 2 payments of A$180.
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