5 Steps to Build a Brand Story for Your Bakery

In a competitive marketplace, it can be difficult to stand out. A compelling story that showcases what makes your bakery special can help market your business and reach potential customers.

Here are five steps for developing your bakery’s brand story and sharing it.

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1. Find Your ‘Why?’

Identifying your passion—why you do what you do—goes a long way in defining your bakery’s story. And it doesn’t have to be complicated. Vanessa Musi, a pastry chef who has been connecting health with pastry for the past 28 years, teaches workshops, consults for brands and has developed recipes for companies such as Vitamix. Her purpose shows through with simple actions, such as sharing an Orange, Date, Pecan & Raspberry Scone recipe or hosting a keto baking class. 

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2. Get Personal.

Musi’s story begins when she was diagnosed with hypoglycemia. She couldn’t eat anything she made, so she developed a line of low-sugar, gluten-free pastries, which resonated with those with similar dietary restrictions.

“A personal story is really important,” Musi says. “People connect to that.”

To identify your personal story, think about your audience. “Your ideal client is someone like you,” she says. “Think about someone exactly like you and talk to that person.”

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3. Define Your Expertise.

All bakers have something specific that helps them stand out, Musi shares.

“I’m bicultural,” she says. “I’m a healthy pastry chef in Mexico, and I’ve worked with French chefs.” She’s a pioneer in the industry, and that sets her apart from others. For example, she provides workshops in English and Spanish.

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4. Share Your Story and Measure the Results.

No one will know you and your story unless you share, Musi explains. Include the story on your website’s “about” page, in signage, on your logo and on social media. Whether it’s likes and followers on social media or more detailed data about your website traffic, understand how you will measure the success of your content.

“Know that it’s not quantity, it’s quality,” Musi says. “In an Instagram story, you’d be surprised: People love to see what restaurants or bakeries you go to, or how you use an ingredient or tool.”

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5. Start Local, Then Go Wider.

Once you know what works, expand to new audiences with your business storytelling techniques. As an influencer, Musi networks with local and international bloggers, exposing her to their networks.

“It’s also helped to be on big platforms, such as trade shows,” Musi says. “I go anywhere where there’s big exposure in a short amount of time, like doing demos in front of 40,000 people.”

Ready to get started?

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