Brand Tone

Welcoming, Playful, and Authentic

Brand Values

• •Inclusivity and Diversity
• •Community
• •Quality and Craftsmanship
• •Ethical Employment
• •Creativity and Fun

Best Practices

• •Lead with Your Values: Always integrate your core values of inclusivity, community, and ethical practices into your messaging. Don't just sell a cookie; sell the mission behind it. Phrases like "queer-owned," "safe space," and "livable wage" are powerful identifiers.
• •Keep it Playful and Relatable: Use a conversational and sometimes humorous tone. Don't be afraid to use emojis, memes, and pop culture references that align with your "geeky and fun" aesthetic. This makes the brand more human and approachable.
• •Emphasize Quality and Safety: Consistently mention your use of "high-quality ingredients" and your "100% nut-free" kitchen. This builds trust, especially for customers with dietary restrictions, and justifies the premium nature of your products.
• •Engage with a Question: End your posts with questions to encourage interaction. Asking "What should we bake next?" or "What are you celebrating?" invites your community to be part of the creative process and conversation.
• •Spotlight the "Why": In your copy, connect the product back to an experience or a feeling. It's not just a cookie; it's a "celebration," a "moment of joy," a "way to support local," or a "safe treat for everyone." This elevates the product beyond its physical form and builds a stronger emotional connection with the customer.

Social Perception

Hello Dolly Pastries is perceived as more than just a bakery; it is seen as a community hub and a purpose-driven business. Customers are drawn not only to the high-quality, creative products but also to the strong ethical and inclusive values the brand embodies. It is viewed as a safe, welcoming space that actively supports its community and employees. The brand's playful and authentic communication style is well-received, fostering a loyal and engaged customer base that champions its mission.

Copy Examples

• •Taste the rainbow, celebrate with us! 🌈 Our Pride Collection is back, and it's more than just a cookie – it's a celebration of love in every form. We're queer-owned and queer-proud all year long, but this month, we're baking with a little extra sparkle. Come grab a treat that's as unique as you are. #Pride #QueerOwned #LoveIsLove #OttawaBakery #HelloDollyPastries
• •Don't just say it, display it! Our custom-printed cookies are the perfect way to make your corporate event, wedding, or party unforgettable. Your logo, your face, your favorite meme – we can print it all. Made in our 100% nut-free kitchen with the highest quality ingredients. Let's make something sweet together! [Link to custom order form] #CustomCookies #OttawaEvents #CorporateGifts #WeddingFavors #ShopLocal
• •They say don't play with your food, but we never listen. 😜 Turning our geeky and fun ideas into delicious reality, one cookie at a time. What fandom should we bake next? Drop your ideas below! #BakersOfTikTok #CookieArt #GeekyTreats #OttawaEats #SmallBusiness
• •Falling for You! 🍂 Our new autumn menu is here. From spiced chai sugar cookies to pumpkin meringue kisses, we're baking up all the cozy flavors of the season. Everything is handmade from scratch, in our safe, nut-free space. Stop by and treat yourself! #FallFlavors #HelloDollyPastries #Hintonburg #NutFree
• •We believe community is the secret ingredient! ❤️ We're so proud to feature these amazing stickers/keychains/art from [tag local artist]. When you support us, you support a whole network of incredible local talent. Come for the cookies, leave with a piece of art! #SupportLocal #CommunityLove #OttawaArtists #Shop613