5 Essential Branding Tips for Bakers and Small Business Owners Signup

5 Essential Branding Tips for Bakers and Small Business Owners

Apr 25, 2023

Hundreds of bakery businesses fail and shut down every year. And it’s not because they didn’t have an amazing product…

It’s because their branding attempts fell flat… Like, imagine a soufflé that's all sad and deflated – that's what their branding was like.

If you want to STAND OUT in the crowd and be known and remembered for what you do, you HAVE to get your branding right. Because as Jeff Bezos once said: “Your brand is what people say about you when you're not in the room.”

And TBH, it’s not enough to have people just say good things about you – you need them to SING YOUR PRAISES from the top of the freaking hill.

So without wasting any time, let’s dive into the 5 essential branding tips for bakers and small business owners I’ve got for you today.

#1 DEFINE your brand

The first step to successful branding is DEFINING who you are and what your brand stands for. If you’re not clear about this when you get started, you’ll end up sending mixed messages to your clients, and confuse or lose them.

There are 4 KEY things you need to consider here:

  1. Unique selling proposition (USP): What sets your baking business apart from competitors? Is it your use of high-quality ingredients, unique flavor combinations, or exceptional customer service? Identify your USP and make it the CORE of what your brand stands for.

    For example, New Glarus Bakery’s USP is that they still use their original recipes for baking authentic breads and pastries in their signature Swiss-American style. And they make that clear to you from the MOMENT you land on their website.

  2. Brand values: What values do you want your brand to be known for? Do you prioritize sustainability, community involvement, or quality? Determine your brand values and incorporate them into your messaging so people know and recognize what you stand for.

  3. Brand voice: What do you want your brand to sound like? Are you playful and quirky, or sophisticated and elegant? When developing your brand voice, ensure it’s in sync with your USP and brand values.

  4. Target audience: Who is your IDEAL customer? And before you jump to answer that, lemme just say that how you answer THIS question will determine your business’s future. The sooner you identify your ideal customer, the easier it’ll be for you to adapt your marketing and messaging to speak DIRECTLY to them AND create products they need.

#2 Create a VISUAL identity

The fact is vision is way more important than all our other senses. John Medina (check him out at https://brainrules.net/vision/) did some research and found out that we only remember 10% of what we hear. But if we see that same info, we can remember up to 65% of it! Crazy, right?

The TLDR: a strong visual identity is CRUCIAL for grabbing people’s attention and making a lasting impression on their minds.

Pro Tip: Your visual identity HAS to reflect your brand’s voice and values. For example, if your brand’s personality is fun and informal, choose bold colors and fonts, and incorporate witty and playful design elements into your logo and visuals.

Here are 3 aspects of your visual identity you can start prepping right away:

  1. Color palette: Choose colors that reflect your brand’s personality. If you’re all about organic goods and sustainability, you might want to go with shades of green or other earth colors (and skip the bubblegum pinks and metallic golds!).
  2. Logo: Your logo is the most important part of your visual identity. It will show up EVERYWHERE – from your storefront and social media to your packaging, stickers, and merch. So take some time to think about what you want your logo to be, and then check out this article on how you can create a FABULOUS logo on Canva for FREE →
  3. Typography: Your choice of fonts also contributes to your visual identity. Select a font that’s easy to read and reflects your brand’s personality. You can use different fonts for different elements or sections (such as headlines and body text) but DO NOT go overboard. And make sure you stay consistent! 


#3 Leverage the power of SOCIAL MEDIA

I’ll be real with you, sis – if you’re not ALREADY using social media to grow your community and get in front of your ideal client in 2023, you’re MISSING OUT.

So I’ll cut to the chase and tell you WHAT to do and HOW to do it:

  1. Choose the right platform: Figure out where your ideal client hangs out. For example, if your ideal clients spend most of their time on Tiktok and Instagram, you don’t need to get a Twitter account just because everybody else is doing it.
  2. Post regularly: Consistency is key when it comes to social media. You don’t have to post every day – create a posting schedule that works for you and STICK to it. And if you wanna sidestep the stress of wondering what to post every single time, get this done-for-you social media content calendar with prompts, captions, images, holidays and hashtags for EVERY DAY of the month →
  1. Use relevant hashtags: Hashtags are a powerful tool for getting your content in front of the right people. Use relevant hashtags to reach users who’re actively looking for the types of products and services you offer!
  2. Engage, engage, engage: Social media is a two-way street. And posting attractive and quality content is just half the battle. You must actively engage with your audience to create trust and build lasting relationships. Respond to comments, messages, and mentions to show your audience that you see and hear what they’re saying.

#4 Get excellent at CUSTOMER SERVICE

I’m not making this up, y’all – over 50% of customers say they would actually switch to a new brand after ONE single bad experience!!

This means that while effective marketing might bring you tons of first-time buyers, your customer service is what determines how long they’ll stay.

Here are 3 simple but super effective ways to make your customers feel like ROYALTY:

  1. Respond promptly: Whether it's an email, phone call, or social media message, respond to customer inquiries ASAP. If you put off a text or question for later, your customer might think you’re unavailable and find someone else. Prompt responses tell your customers you value their time and care about their needs.
  2. Be friendly and helpful: Customers can be a real PAIN in the a**, so I KNOW I’m asking for a lot here. But no one like doing business with the Grinch. So make sure you always come across as approachable, friendly, and willing to help.
  3. Exceed expectations: Whenever you can, go out of your way to make your customers feel special. Whether it’s a handwritten thank-you note or a box of free brownies, your customers will appreciate and remember these small, personal gestures more than anything else.

#5 Stay true to your brand

As your business grows, your brand will grow and evolve with it. But if you want to stay relevant and maintain your unique identity in a crowded market, you must stay true to the CORE ideas and concepts at the heart of your brand.

This means staying committed to your core values, being consistent with your visual identity and providing remarkable customer service. When your brand’s personality and values remain consistent over time, your customers will come to recognize you for it – and trust that you’ll prioritize their needs and aspirations over the latest trends and fads.

So there you have it – the 5 essential branding tips you NEED to know to grow your baking biz and take it to the next level. I’ve given you all the deets and resources you need – all you have to do now is start building a brand as irresistible as your treats!

If you have any questions or need additional support, shoot me a DM on Instagram (@janellecopeland) and I’ll get back to you ASAP!


80% Complete

You will definitely be the first to know when enrollment for our 10-week masterclass is open. 

Sign up now to learn more and get on the PASSION TO PROFIT WAITLIST here!