Brand Tone

Friendly and Approachable, Enthusiastic and Passionate, Playful and Humorous, Community-Oriented, Celebratory

Brand Values

• •Quality and Craftsmanship
• •Customer Experience
• •Passion
• •Community Focus
• •Joy and Indulgence
• •Transparency/Authenticity

Best Practices

• •Always write with a warm, positive, and genuinely excited tone. Use exclamation points and emojis where appropriate (especially on social media) to convey passion.
• •Use clear, straightforward language. Don't be afraid of a bit of playful informality or humor that reflects the founders' personalities (e.g., "soz babes," "yummies").
• •When talking about products, emphasize the "small batch, big flavor" aspect, "from scratch" baking, and high-quality ingredients, but do so in an approachable, non-stuffy way. Mention the "sugary wizards" or the "friendly team."
• •Regularly address your local Essex community. Use location-specific hashtags. Frame customers as part of the "Wilma's family."
• •Use words that evoke taste, sight, and the joy of indulgence. Celebrate milestones, customer shout-outs, and the simple pleasure of a good treat. Make every piece of copy feel like a mini-celebration.

Social Perception

Wilma's Bakery is generally perceived very positively by its customers and the local community. They are seen as a provider of high-quality, delicious baked goods, especially cakes and cookies. The staff is consistently described as friendly, welcoming, and helpful. The bakery is considered an asset to the local high streets where its shops are located. Customers appreciate the visual appeal of the products and the overall "great vibe" of the bakery. The brand is associated with celebrations, special occasions, and enjoyable treats. Winning local awards like "Best Food and Drink Producer" further enhances their positive reputation.

Copy Examples

• •🍪✨ NEW FLAVOR ALERT! ✨🍪 Say hello to our [New Cookie Name]! We’ve packed [Key Ingredient 1], [Key Ingredient 2], and a whole lotta love into every bite. Small batch, BIG deliciousness. Who’s trying this first? 👇 #WilmasBakery #SmallBatchBigFlavor #NewCookie #EssexEats #SweetTreats
• •Got a celebration coming up? 🎂 Let Wilma's make it extra special! From birthdays to 'just because' days, our handcrafted cakes are made from scratch with the yummiest ingredients. We're talking show-stopping designs and flavors that’ll have everyone asking for seconds! 😉 Visit shopwilmas.com or pop into our Leigh, Rayleigh, or Southend stores to chat with our friendly team! #WilmasBakery #CelebrationCakes #EssexBakery #PartyTime #MadeWithLove
• •Ever wonder how we get that perfect swirl? 😉 A little bit of magic, a lot of passion, and the best team of sugary wizards! ✨ What cake should we make next? Let us know! #WilmasBakery #CakeDecorating #BehindTheScenes #BakingFun #Essex #SweetTooth
• •Taste the Season at Wilma's! 🍂 Our new Autumn Collection is here, bursting with cozy spices and comforting flavors. From [Seasonal Item 1] to our famous [Seasonal Item 2], it’s all baked fresh, small batch, and with that signature Wilma's yumminess. Shop now at shopwilmas.com! #WilmasBakery #SeasonalTreats #AutumnBaking #LimitedEdition
• •A BIG thank you to our amazing Wilma's family! 🥰 We were absolutely blown away to be named Essex's Best Food & Drink Producer! We couldn't do it without your incredible support and love for our bakes. It all started with a little trailer called Cakey McCakeface, and look where we are now – all thanks to YOU! Pop in and say hi; we love being your go-to for all things yummy! #WilmasBakery #CommunityLove #ThankYouEssex #BestBakery