bake - March 2013 - 3
editor’s note
March 2013 / Issue 3
THE BRANDING ISSUE:
strike up the brand
People who love to produce often are saddled with the aver-
Branding is your story. It does not have to be elaborate. But it
sion to promote. I am reminded of this conspicuous truth by
must be honest and compelling. Think of all that you do, your
a somewhat morbid tale from my freshman year in college
passion for baking, your keen experience, and the care you take
while taking my first reporting class. One day, our assignment
in making every product taste great.
was to write our own obituary. After lengthy thought, I crafted
a concise story of my handful of accomplishments in life so
Our cover story this month offers further insights from Sugar
far, being careful never to embellish. Others obviously did the
bakeshop in Charleston, SC, where owners Bill Bowick and
same, because on the following day, our reporting professor
David Bouffard share more than a baker’s dozen ideas for
shared a rather disdainful reaction to our humble efforts: “You
weaving a successful brand into the fabric of your business. “It’s
people are boring,” he screamed out, throwing several papers
not just about the logo,” Bouffard says. “It’s about the look and
up into the air and sending our poor egos down the drain.
feel of the shop when you come in. It’s about the colors, the
little accent pieces, the things that conjure up an idea of your
So what, you may ask, does this story have to do with
mother’s or grandmother’s kitchen...”
branding? Everything, I believe. To be successful in the bakery
business, especially now, it is equally imperative that you
In this issue, we also provide unique perspective from the
produce and promote at an extremely high level. You cannot
Millennial generation, a new breed of bakers who benefit from
afford to sell yourself short. It is time for bashful bakers every-
being as comfortable twisting dough as tweeting the current
where to strike up the brand and let the world know what you
location of their food truck or pop-up bakery. We trust these
do best.
stories will illuminate new possibilities for your own brands.
JOHN UNREIN
junrein@sosland.com
bakemag.com | MAR 2013 > 03
http://www.bakemag.com
bake - March 2013
Table of Contents for the Digital Edition of bake - March 2013
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bake - March 2013 - Pan - 1
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bake - March 2013 - Pan - 33
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bake - March 2013 - Pan - 35
bake - March 2013 - Pan - 36
bake - March 2013 - Pan - 37
bake - March 2013 - Pan - 38
bake - March 2013 - Pan - 39
bake - March 2013 - Pan - 40
bake - March 2013 - Pan - 41
bake - March 2013 - Pan - 42
bake - March 2013 - Pan - 43
bake - March 2013 - Pan - 44
bake - March 2013 - Pan - 45
bake - March 2013 - Pan - 46
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