Brand Tone

Professional & Expert, Inspirational & Aspirational, Supportive & Accessible, Passionate, Resilient & Dedicated

Brand Values

• •Excellence & Quality
• •Education & Knowledge Sharing
• •Creativity & Innovation
• •Accessibility & Inclusivity
• •Community
• •Integrity & Trust

Best Practices

• •Always Emphasize Expertise and Quality: Use language that reflects the high standards and professional knowledge of KICA. Mention "master chefs," "thoroughly tested recipes," "premium ingredients," and "professional techniques."
• •Inspire with Visuals and Evocative Language: Accompany copy with high-quality images/videos. Use descriptive words that appeal to the senses and aspirations (e.g., "exquisite," "stunning," "artistry," "masterpiece," "delectable").
• •Maintain a Supportive and Encouraging Voice: Reassure users that complex skills are attainable with the right guidance. Use phrases like "step-by-step," "easy to follow," "we'll guide you," "bake with confidence."
• •Highlight the Global Community and Accessibility: Emphasize that KICA is for everyone, everywhere, regardless of skill level. Mention the international student base and the suitability of content for both beginners and professionals.
• •Be Passionate and Authentic: Let the genuine love for pastry shine through. Share the joy of creation and the satisfaction of mastering the craft. Reflect KICA's resilience and dedication to their mission.

Social Perception

Reputable & Authoritative, High-Quality & Professional, Inspiring & Skill-Enhancing, Supportive, Visually Appealing, Trustworthy despite some concerns

Copy Examples

• •For a New Recipe Book: "Unlock the secrets of Parisian patisserie. Our new collection, 'Éclat Français,' brings world-class techniques from KICA's master chefs straight to your kitchen. Craft exquisite desserts with confidence, guided by step-by-step instructions and pro tips. Start your journey to pastry perfection today."
• •For an Online Course Announcement (Instagram): "Ready to elevate your baking artistry? ✨ Join KICA's new online masterclass on Advanced Chocolate Sculpting. Learn from award-winning chefs and transform your creations into edible masterpieces. Swipe up to enroll and inspire!"
• •For a Facebook Ad Targeting Beginners: "Dream of baking like a pro? KICA makes it possible! Our 'Pastry for Everyone' e-book breaks down complex recipes into easy, achievable steps. Say goodbye to kitchen fails and hello to stunning, delicious results. Your baking adventure starts here!"
• •Website Homepage Banner: "KICA: Where Passion Meets Precision. Discover meticulously tested recipes and expert-led online courses designed to empower every pastry enthusiast, from novice to professional. Bake with the best."
• •Email to Subscribers Promoting a Free Webinar: "Join us for a FREE live webinar! KICA's head chef, [Chef's Name], will demonstrate [Technique/Recipe]. Gain invaluable insights, ask your questions, and get inspired to create. We believe everyone can master the art of pastry – let us show you how."