Brand Tone

Authentic, personal, passionate, and hyper-local, with a candid and conversational style.

Brand Values

• •Artisanal Craftsmanship
• •Authenticity
• •Creativity
• •Uniqueness
• •Handcrafted Quality

Best Practices

• •Lead with the "Handmade" Story: Always emphasize that the products are crafted by hand. This is the brand's biggest differentiator. Use words like "artisanal," "handcrafted," "made by hand," and "unique" to reinforce this value.
• •Maintain the Personal, Authentic Voice: Write as the founder. Use "I" and "my" to continue the personal narrative established on the "About" page. Share behind-the-scenes thoughts, creative processes, and personal stories to build a connection with the audience.
• •Embrace the Hyper-Local Angle: Clearly communicate the Minnesota-local focus for the cake decorations. Turn the shipping restriction into a point of community pride and exclusivity. Use location-specific tags and language to attract a local following.
• •Keep it Simple and Direct: The current tone is straightforward and honest. Avoid corporate jargon or overly polished marketing language. This directness builds trust and reinforces the brand's authenticity.
• •Visually and Textually Separate "Cake" and "Lens": While housed under one brand, the two product lines are distinct. In all marketing, be clear which product you are promoting. Use visual cues (e.g., a cake emoji 🎂 for decorations, a camera emoji 📸 for photos) to help the audience immediately identify the content.

Social Perception

Nascent and community-focused, perceived as a new, local artisan business primarily serving the Minnesota community due to limited online presence and local delivery restrictions.

Copy Examples

• •Why settle for boring? Your celebration deserves decorations with as much personality as you have. All our edible art is handmade right here in North Branch. What are you celebrating this week, Minnesota? #cakelens #HandmadeMN #CakeArt
• •Life's Too Short for Lame Decorations. Elevate Your Cake with Handmade Art.
• •Chart a course for the most memorable cake ever. From treasure maps to rope knots, each edible piece is handcrafted to bring a splash of adventure to your party. Perfect for the sailor, pirate, or sea-lover in your life. Made locally in Minnesota and ready for your next event.
• •Photographer & Cake Artist. 📸 Black & white prints for your walls. 🎂 Handmade, unique edible art for your cakes. 📍 Minnesota Local.
• •Tired of the same old cake? Let's fix that.