bake - March 2013 - 28

instabrand
Brave your business beyond
Twitter and Facebook and bolster
the visuals behind your brand.
BY TIMMY TRABON
The online branding of your business — in any

Members of the foodie movement have quickly

industry — is not to be taken lightly. Just like the

gravitated towards the crafts and hobby-driven site.

consistency of your bakery’s packaging, signage and

Connecting consumers with similar interests and

promotional materials at the physical retail location, it

styles, the virtual pinboard is designed to enable

is crucial to develop the authenticity and consistency

users to discover inspiration and new ideas in accor-

of your brand’s voice through online resources.

dance with their interests.

While Facebook and Twitter have held the social
media spotlight and are established as reliable

PIN LIKE A PRO

marketing resources for a multitude of industries,
there are a number of other social networks that
can be tremendously beneficial to your brand. Both
Pinterest and Instagram are incredible resources for
visually communicating the character and lifestyle of
your brand.
Pinterest
Pinterest is a tremendously powerful resource for
foodservice organizations. If you are unfamiliar with
the exact function of the medium, it’s basically a
virtual pinboard. As an individual user or business,
you create a Pinterest account. With an account, a
user is able to create a “board” on any topic. This
board could be themed as your bakery’s dessert
products, bread selection, or as a special event. You
then upload — “pin” — images to this board associated with the topic. Other users are able to repin this
image to any of their personal boards. The source-link
of an image is always saved automatically — regardless of how many times it is pinned — helping to
ensure your bakery’s credit.

28 < MAR 2013 | bakemag.com

There is a high expectation for picture perfect images on Pinterest. When pinning your
bakery’s products, be sure that it is a well-lit
photo (preferably with natural light) that
highlights the beauty or delicious appearance
of the item. If the image doesn’t look appetizing, it’s not good for the product and it’s
certainly not good for your brand.
• Credit Your Sources – If you repin an item
or use an image that does not belong to
you, be aware of potential copyright
issues. Be sure to credit the source.
• Claim Your Work – If you’re going to
post a product photo, be sure to add your
watermark to the base of the image. This
ensures you get credit even when the
image is repinned.
• Link – Always link to your website, Facebook, or Twitter page — wherever you
intend to drive traffic.



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bake - March 2013

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