Why Your Brand is Like a Flower
Photo: @slowly.joe
“A flower blossoms for its own joy.”
― Oscar Wilde
Walk into any garden center and you’ll see people doing the same thing: they’re drawn to the most colorful, eye-catching flowers.
They choose based on the petals, the immediate visual appeal. But ask any experienced gardener what makes a flower truly thrive, and they’ll tell you it’s all about what you can’t see: the roots and the stem of the flower, their unique essence.
Your brand works exactly the same way…
The Anatomy of a Brand: Understanding the Flower Framework
Most businesses approach branding backwards. They start with the logo, obsess over color palettes, and spend hours debating font choices.
They’re designing the flower petals (visual identity elements) without considering whether their brand has the roots and stem to support them.
The petals look gorgeous (their visual identity), but there’s nothing underneath to give them life or meaning (a brand essence and soul).
Let me break down why thinking of your brand as a flower changes everything…
The Roots: Your Brand Foundations (Brand Essence and Soul)
I like to call it your Brand essence or soul. It is hidden within.
The roots are buried deep and invisible, but they’re doing the most important work. They are your core principles.
In branding terms, your roots are:
◦ Your core values - What you genuinely believe in and stand for
◦ Your mission - Why you exist beyond making profit
◦ Your authentic story - The real reasons you started this business
◦ Your unique perspective - What you see differently about your industry
Just like plant roots, these elements anchor everything else. They provide stability when market conditions get tough and nourish every other aspect of your brand.
"People don't buy what you do, they buy why you do it."
— Simon Sinek
The Stem: Your Brand Strategy
The stem is your brand’s strategic posture. It takes the nourishment from your roots and channels it upward to feed everything visible. This is your brand’s unique signature style.
Your stem includes:
◦ Brand positioning - How you’re different and why it matters
◦ Target audience clarity - Who you’re here to serve
◦ Brand personality - How your values translate into a consistent brand voice and tone of voice
◦ Value proposition - The specific value you deliver that others can’t
A strong stem means your brand strategy is clear, focused, and directly connected to your foundational values.
When someone encounters any aspect of your brand, they should feel the same core essence flowing through, just like the flower nutrients flowing from its roots to the petals.
“No one can compete with you on being you.”
— Naval Ravikant
The Petals: Your Visual Identity
Finally, we get to the part most people start with, the visual elements:
◦ Main Logo and brand marks
◦ Color palette
◦ Typography
◦ Photography style
◦ Graphic elements and patterns
◦ Your brand world
Here’s the thing about petals: when they’re supported by healthy roots and a strong stem, they’re not just beautiful, they’re meaningful and intentional.
Every color choice reflects your brand personality. Every typography decision reinforces your positioning.
The logo becomes a symbol that carries the weight of your entire brand story.
Photo: @slowly.joe
Why This Changes Everything About Brand Development
Understanding the flower framework transforms how you approach branding:
You start with roots, not petals:
Before you even think about colors or logos, you dig deep into your foundational why.
◦ What do I actually stand for?
◦ What’s my unique perspective?
◦ What values will I never compromise on?
You build your stem deliberately:
Once your roots are strong, you develop a thoughtful strategy that authentically translates those foundations into a unique market positioning only YOU can hold.
◦ Who am I serving?
◦ How am I uniquely positioned to serve them?
◦ What’s my brand’s unique voice and personality?
Your petals become consistent:
With strong roots and a stem in place, your visual identity decisions become much clearer and authentic. The right colors, typography, and imagery feel obvious because they’re natural expressions of everything underneath.
Growing Your Brand Garden
If you’ve been focused on petals while neglecting your roots and stem, don’t panic. Brands, like gardens, can be cultivated over time.
Start by going within.
◦ What do I actually believe in?
◦ What’s my real story?
◦ What unique perspective do I bring to the industry?
These become your roots.
Then build your strategic stem.
◦ How do my core values translate into a unique market positioning?
◦ Who am I really serving, and how?
◦ What’s my brand’s unique personality?
Only then should you focus on the visual petals, and when you do, let them bloom naturally from everything underneath.
The Beautiful Truth About Brand Flowers
The most memorable brands aren’t just visually appealing, they’re alive with meaning. They have something real and substantial supporting their beauty. They are mission-driven; rooted in purpose and contribution.
They move with intention and elevate the human experience.
When people encounter these brands, they don’t just see pretty petals; they sense the life force flowing through the entire system. They become magnetic.
Your brand doesn’t need to be the boldest flower in the garden. It needs to be authentic, thoughtfully strategic, and deeply rooted in something that matters.
I invite you to move with intention and ask what your brand core principles are. Craft an entire universe around your mission, values, and brand story.
Because here’s what every experienced gardener knows: the most beautiful flowers are the ones with the strongest roots.
~
Ready to grow a brand that blooms from the inside out?
Let’s dig deep and build something beautiful together.
