Brand Tone

Friendly and Approachable, Celebratory and Joyful, Enthusiastic and Passionate, Modern and Trendy, Indulgent and High-Quality

Brand Values

• •Quality and Craftsmanship
• •Customer Satisfaction and Joy
• •Community and Connection
• •Passion for Baking
• •Accessibility of Excellence

Best Practices

• •Always Be Celebratory: Frame product descriptions and social media posts around the joy and celebration that cakes bring to occasions. Use upbeat and positive language.
• •Keep it Friendly and Personal: Use a conversational style. Refer to the founders or the team where appropriate to maintain the "home baker roots" feel, even as the business grows. Share customer stories (with permission).
• •Emphasize Quality with Enthusiasm: Don't just state that ingredients are high quality; describe them enticingly (e.g., "bursting with fresh raspberries," "decadent Belgian chocolate"). Convey genuine passion for the ingredients and the baking process.
• •Stay Visually Inspired: Let the beautiful imagery of the cakes inspire the copy. Use descriptive adjectives that match the visual appeal – vibrant, stunning, delightful, intricate.
• •Engage with the Community: Respond to comments and messages in a consistently friendly and helpful tone. Ask questions in social media posts to encourage interaction and build that sense of community The Cake Club values.

Social Perception

Highly Positive, Reliable and Professional, Talented Bakers, Friendly and Customer-Focused, A Go-To for Special Occasions

Copy Examples

• •✨ Get ready Melbourne, your sweetest dreams just came true! 🎉 Introducing our [New Cake Name] - layers of [flavor 1], swirls of [flavor 2], and a whole lotta love baked right in. Perfect for your next celebration or, you know, just because it’s Tuesday! 😉 Swing by High St, Armadale or tap the link in bio to order yours! #TheCakeClubAU #MelbourneCakes #NewCreation #SweetTreats #CelebrateGoodTimes
• •Watch the magic happen! 🪄 Kendyll & Liv here, adding the final flourish to this week’s showstopper. Who’s ready for a slice of happiness? 😋 #CakeDecorating #TheCakeClub #MelbourneFoodie #BehindTheScenes #SatisfyingVideos #CustomCakes
• •Send a Box of Joy! 🎁 Our handcrafted dessert boxes are packed with irresistible treats – perfect for gifting, sharing, or indulging solo. Melbourne, get ready for the ultimate sweet escape! Order yours today for good times, delivered. [Link to Dessert Boxes]
• •🍰 You're Invited to the Sweetest Club in Town! (New Flavours Inside!) Hey [Customer Name], At The Cake Club, we believe every day is a reason to celebrate! This month, Liv and Kendyll have been busy in the kitchen whipping up some incredible new flavours we know you’ll adore. From stunning custom cakes that tell your story to our famous NYC chunky cookies, we’re here to make your moments a little sweeter and a lot more memorable. Come say hi at 722 High Street, Armadale – your taste buds will thank you! [Link to website]
• •Planning a party in Melbourne? Let The Cake Club handle the sweet stuff! 🎂 From breathtaking birthday cakes to delightful dessert catering, we bake joy into every celebration. Our passion is creating unforgettable flavours and stunning designs that'll have your guests talking. Get a quote for your next event and let's make some delicious memories together! #MelbourneEvents #PartyCakes #EventCatering #TheCakeClubCelebrates #ShowstopperCakes