As a specialist for almost 10 years in Hawaiian flowers, Pano Ranch is a very unique business. That uniqueness made them difficult to find, except perhaps for someone knowing exactly what to look for. What further hindered the business was that their logo varied from piece to piece, every piece was a different color, just like their flowers. Unfortunately, that gave them zero brand recognition making them “lost in the shuffle”. This is actually a very common thing amongst small business owners. The lack of specialization and the effort to “do it all” themselves is a double-edged sword.