Brand Tone

Passionate & Enthusiastic, Friendly & Approachable, Creative & Artistic, Professional & Reliable, Inspiring & Aspirational

Brand Values

• •Quality: Commitment to using high-quality ingredients and ensuring products are fresh and delicious.
• •Passion: A deep love for baking and creating beautiful, enjoyable products.
• •Customer Satisfaction: Striving to make every customer happy with both the product and the service. Their motto is "Happiness is only a Cupcake Away!"
• •Creativity & Craftsmanship: Valuing the artistry and skill involved in cake decoration and baking.
• •Innovation: Willingness to embrace new ideas and technologies to improve the business and customer experience (e.g., cupcake vending machine, payment solutions).
• •Hard Work & Determination: Reflecting the founder's journey and the effort put into building the business.
• •Community Focus: Hiring local talent and engaging with the community.

Best Practices

• •Embrace Katelyn's Voice: Channel the founder's authentic passion, enthusiasm, and friendly approach. Use "I" and "we" to create a personal connection, especially in social media.
• •Focus on Joy and Celebration: Consistently link the products to happiness, special moments, and making memories. Use uplifting and positive language.
• •Highlight Craftsmanship and Quality: Subtly weave in mentions of fresh, quality ingredients and the handcrafted nature of the products without sounding overly technical or boastful.
• •Be Visually Descriptive (and encourage it): Use words that evoke the taste, texture, and appearance of the cakes. Encourage user-generated content by asking questions about their "dream cake" or experiences.
• •Maintain a Friendly and Engaging Dialogue: Respond to comments and messages promptly and warmly. Foster a sense of community around the brand. This reinforces the approachable and customer-focused values.

Social Perception

Highly Regarded for Quality and Taste, Seen as a Success Story, Reliable for Special Occasions, Innovative and Modern, Associated with Joy and Celebration

Copy Examples

• •Instagram Post (New Cake Design): "Whipping up some sweet magic today! ✨ We poured our hearts (and a little bit of rainbow) into this new creation. Can’t wait to see the smiles it brings! What occasion would you celebrate with this beauty? #CakeCreationsByKate #SweetDreamsMadeReal #MelbourneCakes #PassionForBaking #EdibleArt"
• •Facebook Ad (Seasonal Special): "Spring has sprung, and so have our new seasonal cupcake flavours! 🌸 Taste the sunshine with [Flavour 1] or get lost in the bloom of [Flavour 2]. Lovingly handcrafted daily, because every day deserves a little celebration. Pop into our Point Cook store or order online! Happiness is just a cupcake away! [Link] #CupcakeLove #SeasonalTreats #BakedWithPassion #MelbourneSweets #CakeCreationsByKate"
• •Website Banner (Wedding Cakes): "Your Dream Wedding Cake, Baked with Love. From elegant tiers to whimsical wonders, let’s create a masterpiece that tastes as incredible as it looks. Schedule your complimentary consultation with Kate and let the sweet journey begin! [Link to consultation] #WeddingCakesMelbourne #BespokeCakes #CakeArtistry #LoveAtFirstBite #KateBakes"
• •TikTok Video Caption (Decorating Process): "Just a little sprinkle of happiness (and edible glitter 😉) going on this custom order! So much fun bringing your delicious ideas to life. What should I create next? Drop your suggestions below! 👇 #CakeDecorating #BehindTheScenes #BakingFun #SatisfyingVideos #MelbourneBaker @KatelynMatheson"
• •Email Newsletter (Loyalty Program Intro): "Hey Sweet Friends! Because you make our world a little brighter, we wanted to bake up something special just for you! Introducing our 'Sweet Rewards' program – more joy, more treats, more reasons to celebrate! Click here to join the sweetest club in town! [Link] Thanks for being part of the Cake Creations by Kate family! #SweetRewards #CustomerLove #BakedForYou #MelbourneFoodie #KateCares"