bake - March 2014 - 3

editor's note

March 2014 / issue 3

The branding issue:

brand building
Building a positive image of your brand is more important, and

You may be in the business of baking because you love your

more challenging, than you might imagine. When it comes to

craft, but you will not stay in business for long if you do not pay

branding, everything matters. The taste of your products. The

attention to all of the details that matter. Dedicate your efforts

smells inside your bakery. The friendliness of your staff. The look

to making the experience of shopping at your bakery so special

of your bakery - the lighting, the signage, display cases and

that your customers would not want to shop anywhere else.

even your chairs. Your customers notice everything, whether you
realize it or not.

Compounding the challenge in today's digital world is that
consumers spend as much time or more talking about your

Start with how your staff interacts with customers. Do you have a

brand online as in person. That's why it is equally important to

set procedure for how you greet people, how you ask questions,

monitor how your business is perceived on social media and

what questions to ask, and how to ensure that the overall shop-

food review websites like Yelp. Two key statistics are worth

ping experience is positive for everyone who walks in the door (or

noting: 70 percent of consumers trust brand recommendations

visits your bakery's website and social media pages online)? When

from friends and family; and 92 percent of consumers trust opin-

done right, the scene is beauty in motion, like a highly efficient

ions of brands posted online by other consumers. So keep track

basketball team on the floor, passing the ball at exactly the right

of positive feedback about your bakery, and be responsive to

moment and driving to the basket to score. But when your team

negative comments from unsatisfied customers made online. A

is not coached properly to prepare for every possible situation,

little kindness directed to one unhappy customer can go a long

breakdowns occur quickly and you lose the game.

way toward softening any potential negativity about your brand.

JOHN UNREIN

j unrei n@ so sland .co m

bakemag.com | MAR 2014 > 03


http://www.bakemag.com

bake - March 2014

Table of Contents for the Digital Edition of bake - March 2014

Bake - March 2014
Editor's Note - Brand Building
Table of Contents
News Bites - Bad weather impacts foodservice sales
Online tool helps pre-employment assessments
AB Mauri achieves Safe Quality Food certification
My Favorite Things
Management - Lead Your Bakery
Labor Front - Functional Solutions
Legislation - The New Farm Bill
Ingredients - Strawberry Season
Creative Promotion
The Face of Your Bakery
Unmistaken Identity
Five Tips for Wedding Cakes
Foodservice Trends
Bacon Still Sizzles
Hybrid Pastries
Summer Desserts
Mix It Up
Desserts for Uncommon Occasions
Pizza Crust Boot Camp
That’s A Wrap
Cafe - Add Tea to Your Lineup
Products
Product Showcase
Classifieds
Ad Index
Panaderia - March 2014
Carta De Introduccion - Un Futuro Brillante
Introductory Letter - A Bright Future
Pan Y Horneo - Evite Los Atajos
Pasteles Y Decoraciones - Tendencias Pasteleras
Mejorar sus productos
Perfiles - Panadería Super Mercado
Perfiles - El Rancho Tapatío
Perfiles - La Esperanza
Recetas Destacadas
Productos Destacados
Breads and Baking - Avoid Shortcuts
Cakes and Decorating - Cake Trends
Enhancing Your Products
Profiles - Panadería Super Mercado
Profiles - El Rancho Tapatío
Profiles - La Esperanza
Featured Recipes
Featured Products
bake - March 2014 - bb-1
bake - March 2014 - bb-2
bake - March 2014 - Bake - March 2014
bake - March 2014 - 2
bake - March 2014 - Editor's Note - Brand Building
bake - March 2014 - 4
bake - March 2014 - Table of Contents
bake - March 2014 - AB Mauri achieves Safe Quality Food certification
bake - March 2014 - 7
bake - March 2014 - My Favorite Things
bake - March 2014 - 9
bake - March 2014 - Management - Lead Your Bakery
bake - March 2014 - 11
bake - March 2014 - Labor Front - Functional Solutions
bake - March 2014 - 13
bake - March 2014 - Legislation - The New Farm Bill
bake - March 2014 - 15
bake - March 2014 - 16
bake - March 2014 - 17
bake - March 2014 - Ingredients - Strawberry Season
bake - March 2014 - 19
bake - March 2014 - Creative Promotion
bake - March 2014 - 21
bake - March 2014 - 22
bake - March 2014 - 23
bake - March 2014 - 24
bake - March 2014 - 25
bake - March 2014 - 26
bake - March 2014 - 27
bake - March 2014 - The Face of Your Bakery
bake - March 2014 - 29
bake - March 2014 - Unmistaken Identity
bake - March 2014 - 31
bake - March 2014 - 32
bake - March 2014 - 33
bake - March 2014 - Five Tips for Wedding Cakes
bake - March 2014 - 35
bake - March 2014 - 36
bake - March 2014 - 37
bake - March 2014 - Foodservice Trends
bake - March 2014 - 39
bake - March 2014 - 40
bake - March 2014 - 41
bake - March 2014 - Bacon Still Sizzles
bake - March 2014 - 43
bake - March 2014 - 44
bake - March 2014 - 45
bake - March 2014 - Hybrid Pastries
bake - March 2014 - 47
bake - March 2014 - 48
bake - March 2014 - 49
bake - March 2014 - Summer Desserts
bake - March 2014 - 51
bake - March 2014 - 52
bake - March 2014 - 53
bake - March 2014 - Mix It Up
bake - March 2014 - 55
bake - March 2014 - 56
bake - March 2014 - 57
bake - March 2014 - Desserts for Uncommon Occasions
bake - March 2014 - 59
bake - March 2014 - 60
bake - March 2014 - 61
bake - March 2014 - Pizza Crust Boot Camp
bake - March 2014 - 63
bake - March 2014 - That’s A Wrap
bake - March 2014 - 65
bake - March 2014 - Cafe - Add Tea to Your Lineup
bake - March 2014 - 67
bake - March 2014 - 68
bake - March 2014 - 69
bake - March 2014 - Products
bake - March 2014 - 71
bake - March 2014 - Product Showcase
bake - March 2014 - 73
bake - March 2014 - Classifieds
bake - March 2014 - Ad Index
bake - March 2014 - 76
bake - March 2014 - 77
bake - March 2014 - 78
bake - March 2014 - Panaderia - March 2014
bake - March 2014 - PAN2
bake - March 2014 - Carta De Introduccion - Un Futuro Brillante
bake - March 2014 - Introductory Letter - A Bright Future
bake - March 2014 - PAN5
bake - March 2014 - Pan Y Horneo - Evite Los Atajos
bake - March 2014 - PAN7
bake - March 2014 - PAN8
bake - March 2014 - PAN9
bake - March 2014 - Pasteles Y Decoraciones - Tendencias Pasteleras
bake - March 2014 - PAN11
bake - March 2014 - PAN12
bake - March 2014 - PAN13
bake - March 2014 - Mejorar sus productos
bake - March 2014 - PAN15
bake - March 2014 - PAN16
bake - March 2014 - PAN17
bake - March 2014 - Perfiles - Panadería Super Mercado
bake - March 2014 - PAN19
bake - March 2014 - PAN20
bake - March 2014 - PAN21
bake - March 2014 - Perfiles - El Rancho Tapatío
bake - March 2014 - PAN23
bake - March 2014 - PAN24
bake - March 2014 - PAN25
bake - March 2014 - Perfiles - La Esperanza
bake - March 2014 - PAN27
bake - March 2014 - Recetas Destacadas
bake - March 2014 - PAN29
bake - March 2014 - PAN30
bake - March 2014 - PAN31
bake - March 2014 - Productos Destacados
bake - March 2014 - PAN33
bake - March 2014 - Breads and Baking - Avoid Shortcuts
bake - March 2014 - PAN35
bake - March 2014 - Cakes and Decorating - Cake Trends
bake - March 2014 - PAN37
bake - March 2014 - Enhancing Your Products
bake - March 2014 - PAN39
bake - March 2014 - Profiles - Panadería Super Mercado
bake - March 2014 - PAN41
bake - March 2014 - PAN42
bake - March 2014 - PAN43
bake - March 2014 - PAN44
bake - March 2014 - Profiles - El Rancho Tapatío
bake - March 2014 - PAN46
bake - March 2014 - Profiles - La Esperanza
bake - March 2014 - PAN48
bake - March 2014 - Featured Recipes
bake - March 2014 - PAN50
bake - March 2014 - Featured Products
bake - March 2014 - PAN52
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