Question

Topic: Taglines/Names

Starting A Creative Cake Company And Need A Name.

Posted by Anonymous on 1/1/2010 at 4:13 PM ET 125 Points
I am starting a cake decorating company soon and need a fun name that people will easily remember. I dont make the basic cakes. I do fondant characters and creative themes. HopefullyI will expand to carved cakes, as well as wedding cakes. I would love to have a name that is a play on words as well as something that is open to expansion in the future, just in case I choose to do more than just cakes. Any and all suggestions will be greatly appreciated.
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  • Posted on 1/1/2010 at 6:11 PM Moderator
    Who is your primary target audience? Where do they live? How do they decide when/where to buy cakes? Are they looking for creative themes? What are they buying now? How are they going to find out about you?

    If you haven't exposed the concept (for your business) to your primary target audience, you might want to do that before you go much farther. If the concept doesn't sound very appealing to them, then the name won't make much difference.
  • Posted on 1/1/2010 at 10:20 PM Author

    I'm guessing my target audience would be the general public. I am interested in a wide variety of cake making. All different occasions and themes. The buyers would have to be local, possibly no more than an hour or so drive. I don't prefer transporting cakes too far. In my town we only have a few other cake decorating shops, one I know is strictly the wedding style cakes. I practice more in cakes with fondant characters. I will be mostly word of mouth for now since this is currently just a hobby. I know a name isn't truly needed at my stage however I would like to establish one now so that when I do grow it will already be out there. I hope that answered some of those question. This is all still new to me and love any constructive advice possible.
  • Posted by Jay Hamilton-Roth on 1/2/2010 at 9:34 AM Member
    Fundant
    Iced With Love
    No Leftover Cake
  • Posted on 1/2/2010 at 8:47 PM Member
    Word Of Mouth
    Scrumptious
    Delish
  • Posted by Gary Bloomer on 1/3/2010 at 6:32 AM Accepted
    Dear littledipper07,

    Before you get too excited about a name, slow down a little and then stop and plan.

    As this is a hobby I'm guessing you have another source of income (your full time job? With which you're fed up?). If that's the case, good. You have money coming in to pay the bills.

    Starting a business, even if it's based on a hobby (which is
    great, because you're invested through PASSION), is no easy undertaking and as much as you'd like instant success, I'm sure, you need to slow down and plot things out.

    Goals are great, really they are, but without a plan a goal is just a big net into which a ball might get kicked. Or not, as the case may be.

    In response to Michael's question about your audience your response was "I'm guessing my target audience would be the general public."

    RED FLAG #1.

    LittleDipper, this answer implies that your audience is everyone, which means no one is your audience. Think about this for a moment. How much specificity does this answer contain? Answer: none. I urge you to narrow your focus and slice deeper:

    So, let's ask and answer the question again "Who is your audience?"

    New answer #1: Moms arranging birthdays for their kids
    under the age of 10;

    New answer #2: Baby and bridal shower cakes;

    New answer #3: Confectionary and dessert delights for
    restaurants within a 40 mile radius.

    Same question, different but highly specific answers.

    By going wide your output runs the risk of becoming shallow.
    Might it be better to go narrow and deep?

    See, there's a reason that one of your competitors only creates wedding cakes. If your area of expertise is characters and fondant icing, why not just DO THAT, OFFER THAT and become the best at it in your area?

    Or could you show other people how to do their own and sell them a "how to" guide? You then become the "go to" person, the expert, and the logical FIRST CHOICE.

    There are hundreds of thousands of searches on Google every month connected with fondant icing and fondant decorating. By putting together a simple guide as an e-book that you then sell
    through a simple website via PayPal you could create a following— a group you can market to again and again.

    I'm suggesting this because, in order to create word of mouth marketing you must have something worth talking about.

    Name suggestions:

    Fondant Icing Delights
    Fantastic Fondants
    Little Dipper Fondant Cakes

    I hope this helps. Good luck to you.

    Gary Bloomer
    Wilmington, DE, USA
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