Brand Tone

Traditional & Nostalgic, Friendly & Community-Oriented, Authentic & Homemade, Dependable & Consistent

Brand Values

• •Family & Tradition
• •Quality
• •Community Connection
• •Customer Satisfaction & Joy
• •Heritage & Legacy

Best Practices

• •Emphasize Heritage and Family: Consistently weave in the story of the bakery's long history, generational ownership, and family traditions in your messaging. Phrases like "since 1953," "family recipe," "fourth-generation" reinforce this.
• •Use Warm, Friendly, and Nostalgic Language: Employ words that evoke comfort, happiness, and fond memories. Terms like "cherished," "time-honored," "classic," "homemade," "community," and "tradition" align with the brand's perception.
• •Focus on Quality and Freshness: Highlight the use of quality ingredients and the "from scratch" baking process to underscore the authenticity and deliciousness of the products.
• •Showcase Customer Favorites and Traditions: Regularly feature iconic items like the smiley face cookies or coffee cakes and connect them to family celebrations and community traditions, reinforcing the emotional connection customers have with the brand.
• •Maintain Visual Consistency: Ensure that the imagery used alongside the copy (on social media, website, and ads) reflects the same traditional, warm, and inviting aesthetic. Photos should be appealing and showcase the baked goods in a classic, appetizing manner.

Social Perception

A Beloved Institution, High-Quality & Delicious, Old-Fashioned Charm, Friendly & Welcoming, Symbol of Consistency

Copy Examples

• •Headline: 70 Years of Sweet Traditions. One Bite at a Time. Body: Since 1953, Kirschbaum's Bakery has been more than just a bakery; we're a cherished family tradition. From our classic smiley face cookies that brighten your day to the coffee cakes that grace your holiday tables, every treat is baked with love, using time-honored recipes passed down through four generations. Taste the legacy. Call to Action: Visit us in Western Springs and create your own sweet memories!
• •Headline: Baked Fresh, Just Like Grandma Used To. (Because it's Her Recipe!) Body: At Kirschbaum's, 'homemade' isn't just a word – it's our promise. We use the finest ingredients and our original family recipes to bring you the authentic taste of a classic American bakery. Experience the comforting flavors that have made us a community favorite for decades. Call to Action: Stop by today for your daily dose of delicious!
• •Headline: More Than Just a Bakery, We're Your Community Gathering Place. Body: For generations, Kirschbaum's has been the heart of Western Springs, sharing sweet moments and creating lasting memories. Whether it's a birthday cake, a morning donut, or a special holiday treat, we're honored to be a part of your family's celebrations. Call to Action: Let us sweeten your next occasion. Order online or visit us!
• •Headline: The Sweetest Smiles Start Here: Our Famous Smiley Face Cookies! Body: It all started with a simple wish to bring a smile to everyone's face. Our iconic smiley face cookies, with their rich icing and buttery goodness, have been doing just that for years. Bring home a batch and spread the joy! Call to Action: Pick up your smiles today!
• •Headline: Tradition You Can Taste. Quality You Can Trust. Body: Kirschbaum's Bakery: where timeless recipes meet unwavering quality. From our ovens to your table, experience the delicious difference that 70 years of dedication makes. We're proud to serve our community, one delicious bite at a time. Call to Action: Discover your new favorite treat at Kirschbaum's!