Let’s face it – finding and ATTRACTING new customers is hard, especially if you’re a new and up-and-coming business. Think about whenever you’re in a new city looking for new places to check out. That’s why people rely so much on Google, yelp, and referrals. Now think about it in terms of your baking business. When people are looking for that perfect wedding or birthday cake, or that Instagram-able dessert, they’re gonna rely on your photos, your website, your reviews, and your BRAND. In fact, over 85% of today’s consumers prefer buying from familiar brands over new and unknown ones.
So how do you attract NEW customers to take a chance on your bakery?
The answer’s simple: give them a reason to BELONG.
And that’s where your BRAND STORY comes in!
Your brand story can be anything that connects with your audience personally and EMOTIONALLY. It could be a story about how your grandma's chocolate chip cookies were the highlight of your childhood, and now you want to share that joy with the world by opening your own bakery using that SAME recipe. Whatever your story is, it should help your customers understand your values and mission, and ultimately build trust and LOYALTY.
In this blog post, I'm gonna break down HOW to get new customers to fall in love with your business and how to create a brand story. Let’s get started!
#1 -STAND OUT from the CROWD
Your brand story is what sets you apart from your competitors.
Maybe you have a secret family recipe that's been passed down for generations, or perhaps you specialize in unique flavor combinations that no one else does. Or maybe you offer a product that NO ONE has ever seen before.
Whatever it is, your brand story communicates what makes YOU so freaking special and why customers should choose YOU over the competition.
Take the example of Milk Bar, a bakery based in New York City. Their brand story is all about their founder, Christina Tosi, and how she started the bakery with a passion for creating nostalgic desserts with a modern twist. This unique angle has helped Tosi build a HUGE BAKERY EMPIRE and made Milk Bar a beloved brand in the industry. OR take Sugarwood for example. Sugarwood is a bakery in New York that I visited recently where they make “raunchy” desserts. (They make penis and vagina-shaped desserts.) But they do this to eliminate the taboo surrounding sexuality and use it as an opportunity to educate their customers and community about sex.
#2- Build customer LOYALTY
In today’s fast-paced world, most consumers feel that businesses have lost all human touch and have become cold and impersonal.
Customers WANT to feel like they’re part of a community or something BIGGER – and a brand story that connects with them emotionally can help create that sense of BELONGING. This emotional connection then translates into loyalty and repeat business.
For example, let's say you run a bakery that specializes in gluten-free and vegan treats. Your brand story could be about how you struggled with food allergies for years, and how difficult it was to find tasty treats that fit your dietary needs. When customers hear your story and your passion for creating delicious gluten-free and vegan desserts, they’ll realize you understand their needs, relate to their problems, and are committed to providing them with the best possible products.
Once they feel that connection and belonging, they'll keep coming back again and AGAIN. And they'll also be more likely to recommend you to others who face similar dietary needs, which will send MORE customers your way!
#3-Create brand recognition
Imagine you're running a bakery and your cupcakes are the most beautiful, elaborate treats ever.
But here’s the thing, being known for being “pretty” isn’t gonna cut it in this competitive world. Because tomorrow, someone might come along and make something even better, and then where will YOU be? Lost in a GIANT ocean of beautiful treats.
Take it from me, sis: people THRIVE on stories.
No one will remember your rainbow-colored frosting, but they’ll remember that your cupcakes are based on a recipe that took you 10 YEARS to perfect, that no one was willing to bet on.
In a world where we're constantly bombarded with choices and distractions, brand recognition is crucial. And a kicka** brand story will help you cut through the noise and become UNFORGETTABLE to your customers.
#4- strengthen your brand identity.
A brand story is a powerful tool to communicate your brand's values, personality, and mission.
For example, let's say your bakery specializes in using organic and locally-sourced ingredients in all your baked goods.
Your brand story could be about your commitment to sustainability and supporting local farmers. You could share how this has led you to create products that taste great AND support the community and environment.
When customers hear this story, they’ll be more likely to remember your bakery and feel a deeper connection to your brand. They might even buy more from you because your values align with theirs! And when someone asks for a place that makes great cakes, they’ll recommend you because they want others to admire and support your commitment to sustainability.
So there you have it – the key to getting customers to fall in love with your business is through creating a recognizable and memorable brand story. Remember, your brand story is MORE than just a marketing tool - it's a way to CONNECT with your customers on a deeper level and build a community around your bakery business. So go ahead, embrace your unique story and watch your business rise!
If you have any questions or need additional support, shoot me a DM on Instagram
and I’ll get back to you ASAP!
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