bake - March 2012 - 20

what branding can do for you
Often misunderstood, branding remains a crucial element to your bakery’s success.
BY JOHN UNREIN ILLUSTRATIONS BRENT ENGSTROM Branding is an often misunderstand concept in the retail bakery business, because it involves everything from mopping the ﬂoors to mapping out a social media strategy. A brand is a promise. It is your promise that the ﬂoors are clean, the products in your display case are ﬂavorful and fresh, and that your customer service is impeccable. Think about your mission statement. Perhaps your bakery is voted the best in the city, and you put up a sign heralding your place of business for this honor. Take the challenge seriously and dedicate yourself and all your employees to the single purpose of being your city’s best bakery. One of the most overlooked components of branding is the retail store itself. This is your home-court advantage. Make sure your place shines. You need a clean, well-lit bakery with comfortable seating. Make it an inviting environment — a place people want to sit and enjoy your delicious coffee and donuts. For those who might feel intimidated by the task of At Retro Bakery in Las Vegas, NV, owners Kari and Brian Haskell decorate the interior of their shop with nostalgic accents, ranging from a 1950s BigChill refrigerator to a mini jukebox. Yellow and black are consistent colors throughout the bakery. The Retro Bakery logo is emblazoned on the back wall and on T-shirts they sell to tourists who are in town for a weekend getaway. The Haskells opened their bakery just four years ago, and already customers can’t seem to get enough. Kari Haskell says they started shipping cookies via the US Postal Service simply because out-of-town consumers started asking for them. “Las Vegas attracts a lot of tourists,” she says. “And they want Retro Bakery when they get home.” Your interior color scheme must be sharp and match your branded logo. Your brand or logo should be a well-executed design that features the name of your bakery accented in your chosen color scheme.

20 < MAR 2012 | bakemag.com

http://www.bakemag.com

bake - March 2012

Table of Contents for the Digital Edition of bake - March 2012

bake - March 2012
Editor's Note - The Branding Issue
Table of Contents
News Bites - Congress Debates Labor Rules
News Bites - Palin, Deen to Speak at IDDBA
News Bites - Bake’n Joy Celebrates 70 Years
News Bites - Low Sodium Baking Powder
News Bites - Pizza Shops Prosper on Value
News Bites - Siblings Win Cupcake Wars
News Bites - Schools Serve Healthier Meals
Management - Cost Control
Tax Tips - Deductible Expenses
Labor Front - One Handbook for All
Legislation - Confusion over Sugar
Ingredients - Benefits of Bacteria
What Branding Can Do For You
Fishing for Business
Change Is Inevitable
Cake School
Making Dough
Pastry Power
Gluten-Free Facilities
Smaller Graduation Cakes…Plus
Cake Pops
Wedding Cake Consultation Fees
Gourmet Coffee
Products
Showcase
Classifieds
Carta De Introduccion - Renacimiento de “Motor City”
Introductory Letter - Motor City Revival
Pan Y Panaderia - Pan Fino
Pasteles Y Decoraciones - Tres Leches
Tendencias Del Consumidor - Observacion del Consumidor Hispano
Fundido de Sabores
Perfiles - Panaderia “MexicanTown”
Perfiles - Panaderia Sheila’s
Perfiles - Gigante Prince Valley
Perfiles - Panadería Lombardia
Ideas De Mercadeo Especiales
Productos
Bread & Baking
Cakes & Decorating - Tres Leches Cakes
Shoppers Delight - Hispanic Shopper Insight
A Fusion of Flavors
Profiles - MexicanTown Bakery
Profiles - Sheila’s Bakery
Profiles - Gigante Prince Valley
Profiles - Lombardia Bakery
Merchandising Tips
Products
bake - March 2012 - Editor's Note - The Branding Issue
bake - March 2012 - 2
bake - March 2012 - 3
bake - March 2012 - 4
bake - March 2012 - Table of Contents
bake - March 2012 - 6
bake - March 2012 - 7
bake - March 2012 - News Bites - Bake’n Joy Celebrates 70 Years
bake - March 2012 - News Bites - Schools Serve Healthier Meals
bake - March 2012 - Management - Cost Control
bake - March 2012 - 11
bake - March 2012 - Tax Tips - Deductible Expenses
bake - March 2012 - 13
bake - March 2012 - Labor Front - One Handbook for All
bake - March 2012 - 15
bake - March 2012 - Legislation - Confusion over Sugar
bake - March 2012 - 17
bake - March 2012 - Ingredients - Benefits of Bacteria
bake - March 2012 - 19
bake - March 2012 - What Branding Can Do For You
bake - March 2012 - 21
bake - March 2012 - 22
bake - March 2012 - 23
bake - March 2012 - 24
bake - March 2012 - 25
bake - March 2012 - 26
bake - March 2012 - Fishing for Business
bake - March 2012 - 28
bake - March 2012 - 29
bake - March 2012 - 30
bake - March 2012 - Change Is Inevitable
bake - March 2012 - 32
bake - March 2012 - 33
bake - March 2012 - 34
bake - March 2012 - Cake School
bake - March 2012 - 36
bake - March 2012 - 37
bake - March 2012 - Making Dough
bake - March 2012 - 39
bake - March 2012 - 40
bake - March 2012 - 41
bake - March 2012 - Pastry Power
bake - March 2012 - 43
bake - March 2012 - 44
bake - March 2012 - 45
bake - March 2012 - Gluten-Free Facilities
bake - March 2012 - 47
bake - March 2012 - 48
bake - March 2012 - 49
bake - March 2012 - Smaller Graduation Cakes…Plus
bake - March 2012 - 51
bake - March 2012 - 52
bake - March 2012 - 53
bake - March 2012 - Cake Pops
bake - March 2012 - 55
bake - March 2012 - 56
bake - March 2012 - 57
bake - March 2012 - Wedding Cake Consultation Fees
bake - March 2012 - 59
bake - March 2012 - Gourmet Coffee
bake - March 2012 - 61
bake - March 2012 - Products
bake - March 2012 - 63
bake - March 2012 - Showcase
bake - March 2012 - Classifieds
bake - March 2012 - 66
bake - March 2012 - 67
bake - March 2012 - 68
bake - March 2012 - 69
bake - March 2012 - 70
bake - March 2012 - PAN1
bake - March 2012 - PAN2
bake - March 2012 - Carta De Introduccion - Renacimiento de “Motor City”
bake - March 2012 - Introductory Letter - Motor City Revival
bake - March 2012 - PAN5
bake - March 2012 - Pan Y Panaderia - Pan Fino
bake - March 2012 - PAN7
bake - March 2012 - PAN8
bake - March 2012 - PAN9
bake - March 2012 - Pasteles Y Decoraciones - Tres Leches
bake - March 2012 - PAN11
bake - March 2012 - PAN12
bake - March 2012 - PAN13
bake - March 2012 - Tendencias Del Consumidor - Observacion del Consumidor Hispano
bake - March 2012 - PAN15
bake - March 2012 - PAN16
bake - March 2012 - PAN17
bake - March 2012 - Fundido de Sabores
bake - March 2012 - PAN19
bake - March 2012 - PAN20
bake - March 2012 - PAN21
bake - March 2012 - Perfiles - Panaderia “MexicanTown”
bake - March 2012 - PAN23
bake - March 2012 - Perfiles - Panaderia Sheila’s
bake - March 2012 - PAN25
bake - March 2012 - Perfiles - Gigante Prince Valley
bake - March 2012 - PAN27
bake - March 2012 - Perfiles - Panadería Lombardia
bake - March 2012 - PAN29
bake - March 2012 - Ideas De Mercadeo Especiales
bake - March 2012 - PAN31
bake - March 2012 - Productos
bake - March 2012 - PAN33
bake - March 2012 - Bread & Baking
bake - March 2012 - PAN35
bake - March 2012 - Cakes & Decorating - Tres Leches Cakes
bake - March 2012 - PAN37
bake - March 2012 - Shoppers Delight - Hispanic Shopper Insight
bake - March 2012 - PAN39
bake - March 2012 - A Fusion of Flavors
bake - March 2012 - PAN41
bake - March 2012 - Profiles - MexicanTown Bakery
bake - March 2012 - PAN43
bake - March 2012 - Profiles - Sheila’s Bakery
bake - March 2012 - PAN45
bake - March 2012 - Profiles - Gigante Prince Valley
bake - March 2012 - PAN47
bake - March 2012 - Profiles - Lombardia Bakery
bake - March 2012 - PAN49
bake - March 2012 - Merchandising Tips
bake - March 2012 - Products
bake - March 2012 - PAN52
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