What Is Brand Equity?

When I started my floral business, fresh from a design course and soaking foam in my bathtub, I had no idea what brand equity was. I was just trying to figure it all out—buying flowers from people who didn’t speak my language and being told the only way to make money was through weddings, funerals, and events. But as I grew my business, I realized there was so much more to build on than just chasing one-off clients. The key to long-term success? Brand equity.

The Early Days and the Wedding Focus:

Like many florists, I spent my first year trying to be the best wedding florist. I focused on what I didn’t have, thinking that I had to keep searching for brides to stay afloat. But this is where we often get stuck—constantly looking at what we lack instead of building on what we already have.

It wasn’t until I moved to Houston, Texas, that things started to shift. The wedding space there was already crowded with amazing florists, and honestly, I wasn’t excited about it anymore. I realized I needed a new direction. That’s when I turned my focus to corporate clients and building brand equity.

What is Brand Equity?

Brand equity is the value of your brand, beyond just the products or services you sell. It’s about the perception and reputation of your brand over time. In my case, I knew I had to make my business stand out in a new market. So, instead of competing on the wedding front, I set my sights on luxury corporate clients. Working with big-name brands not only brought in consistent revenue but also built my brand's reputation quickly.

By working with luxury brands, I was telling the world, This is who trusts my business. That credibility became an asset, something that would continue to grow in value long after I installed the last flower arrangement.

How to Build Brand Equity:

One of the simplest ways to build brand equity is by strategically choosing who you work with. I focused on corporate brands because they offered more than just a paycheck—they catapulted my brand to new levels of visibility. Another example of building brand equity is getting a registered trademark. It took years and thousands of dollars, but having that little “R” next to your business name is an investment in your brand’s future. If you ever want to sell your business, a trademark increases its value significantly. I go super in depth on this inside Petals To Profit. In fact, there is an entire module on how to build brand equity in your business, starting today! 

Think Long-Term:

If you’re wondering how to make more money in your floral business, ask yourself: What am I building for the long term? Brand equity means thinking beyond the next wedding or event. It’s about building a business that people see as valuable because of the contracts, clients, and relationships you’ve secured.

Conclusion:

Brand equity is an asset that grows over time. By focusing on the right clients and projects that align with your brand values, you can build a business that has long-term value, not just for yourself but for anyone who might want to buy your business in the future. You’re not just designing flowers—you’re designing a legacy.

Already a florist and eager to expand into luxury hotels and create consistent income? Check out our 7-day Challenge! It's packed with actionable insights to help you succeed.

Keep blooming,

Franceska

PS: Did you know I have a bestselling book on working with hotels? It's available on Amazon!