bake - October 2014 - 10
management
Identity Power
There are many key factors involved in branding, and one
that may get overlooked is color. "Color is a really important communicator as you brand your business," says Ann
Burgunder, who is CFO for Amy's Bread in New York City. "As
you create the identity of your bakery, you need to communicate that to your customers."
Speaking at the Bread Bakers Guild of America's Wheatstalk
conference in Chicago, speakers shared profitable ideas for
making your business and mission stand out.
Express the goals for your business through the look you
create. For your color palette, try to stick with a maximum of
three colors, along with hues and tones.
Turquoise and brown are signature colors at Amy's Bread,
"Color is a really important
communicator as you brand
your business."
Ann Burgunder, CFO for Amy's Bread in New York City
which was founded by owner Amy Scherber in 1992. These
colors evoke a sense of natural beauty, consistent with the
Use social media to update your shoppers about upcoming
mission of the acclaimed bakery.
sales, introduce new products and share the history of your
bakery.
The two colors appear throughout the décor of Amy's retail
stores, as well as on T-shirts and shopping bags. It's a great
Abe Faber, co-owner of Clear Flour Bread in Brookline,
idea to offer your own shopping bags (with your company
Massachusetts, says he has learned that Facebook is a
logo on it, of course) because "the bag goes everywhere,"
wonderful tool to just have fun. And that does wonders for
Burgunder points out.
the popularity of your bakery.
Another effective idea is making sure that your T-shirts have
"I can push out a sense of the culture of what our bakery is all
writing on both the front and back, so that customers can
about through Facebook in lots of fun ways," he says.
see it either way. "It's another way to communicate with your
customers," she says.
Use Facebook to interact with customers in words and
photos. Ask them to send photos of your products at a picnic,
Make sure you are offering a consistent look and color scheme
or any other festive occasion. Ask them questions, and solicit
throughout all materials, including business cards, stationery,
feedback. Then you begin to get to know your customers on a
menus, posters, postcards and especially your website.
more personal level and create longtime loyalty.
Online marketing
Finally, use online services like Mail Chimp or Constant
Social media presents another valuable tool, and highly cost-
Contact to market products, classes and introduce new prod-
effective, to bring the messages that you want to convey to
ucts. The effective use of social media requires that you build
your loyal customers.
followers and a customer contact database.
10 < OCT 2014 | bakemag.com
http://www.bakemag.com
bake - October 2014
Table of Contents for the Digital Edition of bake - October 2014
bake - October 2014
Editor's Note - Hard Choices, Big Results
Table of Contents
News Bites - Ardent Mills Sponsors Bicycle Tour
Dunkin’ Donuts Returns to California
Carlo’s Bakery Raises Bar for Vegas Cakes
My Favorite Things
Management - Identity Power
Labor Front - Holiday Scheduling
Food Safety - Storing Food Safely
Legislation - Record-keeping Mandates
Ingredients - Pecans & Walnuts
Define Your Design
Budgeting Basics
Remodeling in Style
Grains of Change
Holiday Specialties
Shape with Care
Festive Cakes & Tortes
Greek Sweets
A Brief History of Baklava
Cafe - Soup & Sandwich Specials
Cafe - Innovative Beverage Options
Products
Product Showcase
Classifieds
Ad Index
bake - October 2014 - bake - October 2014
bake - October 2014 - 2
bake - October 2014 - bake - October 2014
bake - October 2014 - 2
bake - October 2014 - Editor's Note - Hard Choices, Big Results
bake - October 2014 - 4
bake - October 2014 - Table of Contents
bake - October 2014 - Carlo’s Bakery Raises Bar for Vegas Cakes
bake - October 2014 - 7
bake - October 2014 - My Favorite Things
bake - October 2014 - 9
bake - October 2014 - Management - Identity Power
bake - October 2014 - 11
bake - October 2014 - Labor Front - Holiday Scheduling
bake - October 2014 - 13
bake - October 2014 - Food Safety - Storing Food Safely
bake - October 2014 - 15
bake - October 2014 - Legislation - Record-keeping Mandates
bake - October 2014 - 17
bake - October 2014 - Ingredients - Pecans & Walnuts
bake - October 2014 - 19
bake - October 2014 - Define Your Design
bake - October 2014 - 21
bake - October 2014 - 22
bake - October 2014 - 23
bake - October 2014 - 24
bake - October 2014 - 25
bake - October 2014 - 26
bake - October 2014 - 27
bake - October 2014 - Budgeting Basics
bake - October 2014 - 29
bake - October 2014 - 30
bake - October 2014 - 31
bake - October 2014 - Remodeling in Style
bake - October 2014 - 33
bake - October 2014 - 34
bake - October 2014 - 35
bake - October 2014 - Grains of Change
bake - October 2014 - 37
bake - October 2014 - 38
bake - October 2014 - 39
bake - October 2014 - 40
bake - October 2014 - 41
bake - October 2014 - Holiday Specialties
bake - October 2014 - 43
bake - October 2014 - 44
bake - October 2014 - 45
bake - October 2014 - 46
bake - October 2014 - 47
bake - October 2014 - Shape with Care
bake - October 2014 - 49
bake - October 2014 - 50
bake - October 2014 - 51
bake - October 2014 - Festive Cakes & Tortes
bake - October 2014 - 53
bake - October 2014 - 54
bake - October 2014 - 55
bake - October 2014 - Greek Sweets
bake - October 2014 - A Brief History of Baklava
bake - October 2014 - Cafe - Soup & Sandwich Specials
bake - October 2014 - 59
bake - October 2014 - Cafe - Innovative Beverage Options
bake - October 2014 - 61
bake - October 2014 - Products
bake - October 2014 - Product Showcase
bake - October 2014 - Classifieds
bake - October 2014 - 65
bake - October 2014 - 66
bake - October 2014 - Ad Index
bake - October 2014 - 68
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