contents 40 28 32 36 46 20 FEATURES 20 28 32 36 COMPLETE BRANDING INSTABRAND BLENDING IN THE NEW FACE OF BAKERY A good concept carried through can set your brand apart from competition, and it doesn’t have to be expensive. Associate your brand with things you believe in and your community will notice. Brave your business beyond Facebook and Twitter and bolster the visuals behind your brand. Use other social media to enhance your brand’s presence and connect with more customers. The success of your bakery depends on quality products, but embracing your community also matters. By knowing your immediate community, you can reach out to customers in specific and relevant ways. What does a couple with two graduate degrees and a pending Ph.D. between them do when they can’t find work? Get a large tricycle and sell gourmet donuts on the street, of course. COVER DEPARTMENTS Issue No. / 3 BUSINESS. ACCURACY. KNOWLEDGE. EXECUTION. 06 News Bites 18 Ingredients 10 Management 38 Bread and Baking 12 Tax Tips 42 Cake 14 Labor Front 50 Cafe 16 Legislation 54 Product Trends Bill Bowick and David Bouffard left the hustle and bustle of New York City architecture for the southern charm of Charleston, SC, to open a bakery. In the process, they helped revitalize a neighborhood, support the local arts scene and give people a place to socialize. (page 20) THE BRANDING ISSUE: what branding can do INSTABRAND Beyond Facebook, there’s Instagram THE CULTURE CONNECTION Sweet Bar Bakery builds local loyalty A NEW FACE OF BAKERY How Millennials are changing the rules bakemag.com | MAR 2013 > 05http://www.bakemag.com