Brand Tone

Friendly, Approachable, Enthusiastic, Passionate, Helpful, Supportive, Creative & Inspiring

Brand Values

• •Passion for Baking
• •Quality Products
• •Creativity & Inspiration
• •Community & Support
• •Customer Focus

Best Practices

• •Always write as if you're talking to a fellow baking enthusiast. Use language they understand and appreciate – warm, encouraging, and perhaps a little playful.
• •Let the love for baking shine through in your words. Use enthusiastic language and focus on the positive emotions associated with creating and sharing baked goods.
• •Frame copy around solving problems or providing inspiration for bakers. Whether it's explaining a product's use or sharing a handy tip, aim to add value.
• •Use descriptive and evocative language that sparks imagination. Encourage experimentation and celebrate the artistic aspect of baking and decorating.
• •Ensure the tone of your copy aligns with your visual branding (e.g., the colourful, joyful imagery often associated with baking). If your images are bright and fun, your copy should reflect that energy.

Social Perception

Positive, Helpful Resource, Reliable, Personal Touch

Copy Examples

• •Homepage Welcome Banner: Unleash your inner baker! ✨ From dreamy drizzles to perfect piping, Lily Bakes has all the treasures you need to create showstopping cakes. Let's bake something amazing together!
• •Product Description (e.g., for a new sprinkle mix): Get ready to sprinkle some serious joy! Our new 'Unicorn Dream' sprinkle mix is bursting with magical colours and whimsical shapes, perfect for adding that extra sparkle to your cupcakes, cookies, and celebration cakes. What will you create?
• •Social Media Post (Instagram - with an image of a beautifully decorated cake): Cake goals right here! 😍 We're so inspired by the incredible creations you bake. Tag us in your Lily Bakes masterpieces for a chance to be featured! Need the perfect pink food colouring to achieve this look? Tap the link in bio! #LilyBakesUK #CakeDecorating #BakingLove #CakeInspo #BakingSupplies
• •Email Newsletter Subject Line: Whip up some magic! Fresh new arrivals & a sweet treat recipe inside! 🍰
• •About Us' Page Snippet: It all started with a whisk and a dream! Lily, our founder, knew the joy of transforming simple ingredients into edible art. That's why Lily Bakes is more than just a shop – it's a place for bakers, by bakers, packed with quality supplies and endless inspiration to help your sweet creations shine.