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Branding/Marketing

School’s in! Bakery classes can help build a community

As we head into February, many New Year resolutions are but a distant memory. It’s too cold to go running, and too gloomy to not eat cake.

Health claims: 'Getting it wrong can be serious in terms of financial penalty and reputational damage'

Kevin Barrow, regulatory lawyer at law firm Blake Morgan, looks at the potential risks around making unsubstantiated health claims

‘An effective strategy is not making big changes but incremental ones you can stick to’

Vhari Russell, founder of the The Food Marketing Expert, suggests small changes bakers can make to raise the profile of their business

‘No licensing relationship will be a success unless you’ve agreed on a joint measure of success from the outset.’

Daryl Newlands, marketing manager at Finsbury Food Group, on the growth of the licensed cake market – and what makes a successful licensing partnership.

'Think about your brand, but be conscious that buyers are growing a category, not just your brand in isolation'

Claire Nuttall, founder of The Brand Incubator, gives advice on making contact with buyers, what they look for in a supplier, and how to develop a win-win relationship.

‘A blog and newsletter are good ways to speak directly to your audience’

Victoria Carr, who is chief baker at Victoria’s Sponges and an account manager at PR agency Cirkle, on how her public relations skills helped her build her cake business

‘If an employee posts negative comments about their work, this can harm a firm’s reputation’

Ben Doherty, partner and head of employment at solicitors firm Lindsays, highlights some of the key risks employers face from social media and the benefits to a business of having a robust social media policy

Legal: Defining the term ‘natural’

John Mitchell, partner at law firm Blake Morgan, looks at the issues around claiming a food product is ‘natural’

Bready Player One: Lies and the promise of cake

Sara Elsam looks at Portal, a classic video game involving gravity guns and cake-based half-truths.

'Create in-store excitement with a special theme and making doughnuts to suit'

Ivor McKane channel director of National Doughnut Week sponsor CSM on the opportunity offered by the annual charity event, which takes place 12-19 May 2018. Register at nationaldoughnutweek.org

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