Cult Brands: Why Your Flower Biz Needs a Little Bit of Cult Energy

Hello flower lovers,

It’s been a hot minute, hasn’t it? If you’ve been wondering where the heck I’ve been, well, life got noisy. First I was in Sydney, then I got sick, and now our backyard has turned into a tradie convention thanks to the new fence going up. And since I record my podcast at home, let’s just say the sweet soundtrack of angle grinders hasn’t exactly been giving “peaceful floral wisdom.”

But here we are, and today we’re diving into something juicy. I actually unpacked this whole “cult energy” thing properly on my podcast Behind the Stems (worth a listen if you want the full tea), but let’s chat here too. Because inside Wildflower Academy, we’ve been bubbling away on a new module called Cult Status. And no, I haven’t joined a cult. I’m not handing out orange robes or asking you to shave your head and chant (though if that’s your vibe, you do you). I’m talking about something way more powerful, and way less creepy: creating a brand people are obsessed with.

Think Taylor Swift. Think your cousin who’d rather divorce her fiancé than miss a football final. Think those local bakeries with lines around the block because they “always sell out.” That’s cult brand energy.

And here’s the kicker: it’s not accidental.

Why Cults Are (Weirdly) Great Teachers for Florists

Okay, confession: I’m a sucker for a cult documentary. Netflix drops one, and I’m there with popcorn like, tell me everything about this wild-eyed leader in linen pants.

Why? Because cults are fascinating case studies in how humans connect, belong, and obsess. They make people feel like they’ve found their people. And here’s the tea: successful brands do the exact same thing.

No manipulation, no mind control, just smart branding and marketing that taps into what people really want, to feel like they belong somewhere.

And that’s what I want for you. Not just clients who buy flowers. But clients who think:

• “I’d move my wedding date just so you can do my florals.”

• “Here’s 20k, how do I lock you in?”

• “You’re the first vendor I’m booking—I don’t care about the rest.”

Yes, this happens. And no, it’s not luck. It’s strategy.

The Myths Keeping Florists Stuck

Let’s bust a few lies you might be telling yourself:

1. “I need to go viral.” Nope. Depth > reach. You don’t need a million followers; you need the right handful of people utterly obsessed with you. I only do 20 weddings a year, why would I need a million followers?

2. “If I’m good, people will find me.” Sorry angel, they won’t. Most people can’t tell a world-class bouquet from the one Karen whacked together at Woolies. Being good is step one. Communicating why you’re good? That’s the magic.

3. “More followers = more bookings.” False. I know florists with 3k followers who are booked solid, and others with 20k who can’t fill their calendars.

4. “I’m not interesting enough.” Also false. You don’t need to be quirky, loud, or dramatic. You just need clarity, conviction, and consistency. That’s it.

Sound familiar? Then you, my dear, are exactly who needs this.

Mistakes I See Florists Making

Let me be a little cheeky here. These are the things tripping you up:

• Mistaking consistency for conformity. You’re showing up, but you’re blending in. Your grid looks like every other florist’s grid, and your “consistency” is basically beige wallpaper.

• Hiding behind your flowers. Yes, peonies are gorgeous. But people want to see YOU. The artist. The human. The one they’ll be emailing at midnight about bouquet ribbons.

• Confusing visibility with oversharing. You don’t need to show your breakfast, your kids, and your mental breakdowns. Visibility means intentional presence—showing the parts of your world that connect to your brand story.

How Cult Brands Nail It (Florist Edition)

Now for the fun part, the things that actually work:

1. Repetition with heart. Say it once, no one remembers. Say it a hundred ways with passion, and it becomes your signature.

2. Show the person, not just the flowers. When clients recognise your face, your laugh, your voice, they trust you more.

3. Own your point of view. Stop trying to please everyone. Stand for something. Maybe it’s fair pay in the floral industry (a hill I will happily die on). Maybe it’s sustainability. Whatever it is, plant your flag.

The Five Cult-Status Rules Every Florist Needs

Here’s the juicy strategy I promised. Cult brands nail these five things:

1. Purpose. You’ve got to stand for more than “I like pretty flowers.” What’s your bigger mission? Patagonia sells jackets, but their real mission is saving the planet. What’s yours?

2. Leadership. People follow people, not roses. Show up. Let people see the artist behind the art.

3. Community. Make your clients feel like insiders. Share the in-jokes, celebrate them, let them shape your world. Taylor Swift’s Easter eggs, anyone?

4. Story. Humans remember stories, not stats. Don’t just show the bouquet, take us on the journey of how it came to life. Think less “finished dish” and more “Jamie Oliver wandering through markets and chatting about cheese.”

5. Devotion. Cult brands are obsessed with their craft. They sweat the details. They show passion in everything from their packaging to their proposals. People can feel how much they care.

Why Cult Status Matters for Florists Right Now

I know it’s slow out there. Leads feel scarce, the algorithm feels impossible, and you might be wondering if anyone is even booking flowers anymore.

But here’s the truth: people are still getting married. They’re still spending money. And they’re still looking for their florist.

If you can build a brand that feels magnetic, where people don’t just see flowers but feel like they’re joining a world they want to be part of, you won’t need to chase inquiries. They’ll come to you already convinced, already obsessed.

Calling All Florists: Time to Build Your Cult

Inside Wildflower Academy, we’re deep-diving into Cult Status right now. Each week, we’re unpacking strategy, doing the actual activities (yes, homework, but the fun kind), and helping florists just like you create brands people can’t stop talking about.

Tired of posting into the void and hoping someone books? Come hang with us instead. It’s cheeky, it’s fun, and it’s strategy that actually gets results.

Seriously—who doesn’t want their very own flower cult?

The fastest-growing florists aren’t going it alone. See how they’re making it happen: Join Wildflower Academy.

Ash
xx