Meeting my friend yesterday really helped me focus on what or who Cakes and Cardies is or what or who I want it to be. I spent a good few hours thinking about what I want the business to reflect both about me and the cakes. I found myself just writing words that summed up how I feel about baking and what I want my cakes to say to the rest of the world (ambitious I know but who knows….).
It also helped me zone in on what Cakes and Cardies is not, a very good starting point. I found myself trawling the internet looking at cake businesses and blogs and there is a lot of sameness out there, there is also a lot of competition out there. But most of these are cake decorators, you know, the ones that can sculpt at dinosaur at the drop of a hat and it will look amazing! I think these are pretty special but that’s not what I want to do. For me this is more about the look of the finished product, the precision, attention to detail etc. They take a lot of time in the planning and a lot of time in the execution. There are people out there that are great at this, I don’t have the skills and it’s not what I love about baking.
What I love about baking is the cake, simple as that. The cake has to be the main event. I can’t count the number of times I have had a cupcake with amazing decoration, swirls of buttercream and sparkly bits only to be disappointed by the actual cake. That, for me, is a crime against cakes! The cake must be moist, flavourful and fresh. I’m not saying that a cake doesn’t have to look good, it does, but that should just be the cherry on the top!
After my afternoon of cogitating on cakes I met my friend and was armed with lots of ideas and thoughts about what I want the logo/brand to convey and we had a very productive evenings work (over a yummy chicken burger and a glass or two of Merlot!). It really got me excited about the project. It was good to talk about what I want Cakes and Cardies to be and it has given me a clearer vision of what is ahead. I hope to have some designs in the next few weeks and then I can get on with branding the website and setting up all the social media stuff. I may need a young person to help with that!!
All in all it has been a productive week business-wise. I think the next post needs to be about cakes, and what better time to make cakes than at Easter. Look out for my Easter baking blog in the next few days.
PS: Just to prove I am still baking here are some Viennese whirls that I made this afternoon, from the Hairy Bikers Baking book (one of my favourite books, some great cakes and breads).[read more]