Brand Tone

Whimsical, Nostalgic, and Approachable

Brand Values

• •Artisanal Craftsmanship
• •Female Entrepreneurship
• •Community Focus
• •Joy and Celebration

Best Practices

• •Lead with "Whimsical & Warm": Always use inviting, friendly, and slightly playful language. Avoid overly corporate or formal tones. Think "Hi, neighbor!" not "Dear valued customer."
• •Emphasize the "Why": Consistently weave the brand's values into the copy. Mention "woman-owned," "made with love," and "hand-crafted" to reinforce the brand story and justify the premium, artisanal nature of the products.
• •Use Descriptive, Sensory Language: Make the audience taste the product through your words. Use terms like "velvety buttercream," "golden-brown crispiness," "rich and chewy," and "delicate pastel swirls" to evoke the senses.
• •Lean into the Nostalgia: Use words and phrases that trigger a sense of nostalgia and timelessness. "Vintage-inspired," "just like grandma used to make (but with our little twist)," and "classic flavors" can be very effective.
• •Encourage Community Interaction: Frame your copy with questions and calls-to-action that invite conversation. Ask about their celebrations, favorite flavors, or memories associated with cake. This builds a community around the brand, not just a customer base.

Social Perception

The public perceives Butter Baby as a high-quality, artisanal bakery with a unique and appealing aesthetic. Customers are drawn to the visual beauty of the products, which are often described as "Instagrammable." The "woman-owned" aspect is a significant positive point for many consumers and creates a narrative of empowerment and local support. The brand is seen as a go-to for special occasion cakes and a delightful local gem.

Copy Examples

• •Dressed in buttercream and ready for the party. ✨ Our vintage-inspired cakes are made with love, a little bit of butter, and a whole lot of nostalgia. Tell us what you're celebrating this week! #ButterBaby #GrandRapidsCakes #VintageCake #MadeWithLove
• •Your friendly neighborhood bake shop, crafting sweet memories one cake at a time.
• •Sweet Nostalgia | Our Fall Flavors Are Here!
• •Let's Bake Something Beautiful! From birthdays to 'just because' days, Butter Baby in Grand Rapids is here to make your moments sweeter. As a woman-owned bake shop, we pour our hearts into every custom creation. Tap to design your dream cake today!
• •Can't decide? We've got you. Our signature cookie box is a little bit of everything that makes us smile: chewy, crispy, and baked fresh daily with real butter. Perfect for sharing, but we won't tell if you keep them all to yourself. #TreatYourself