Corporate Identity Questionaire

1. What is your business?

What's Baking? is a my baking business. I make custom cakes and cupcakes for all occasions. I have many different flavors of cake and use home-made fondant for 3D cakes.

2. Describe your business in one sentence.

What's Baking? makes customized cakes and cupcakes for all special occasions!

3. Who is your target audience?

My target audience is geared towards anyone who would want to buy a cake or customized cupcakes for an event or even just for a friends. I do cakes for kids' birthday parties, weddings, bridal showers, baby showers, holiday parties, corporate parties,  bachelorette parties, bar mitzvahs, etc. So anyone who is willing to buy a special treat for a special someone or a special event would be my "target" audience.

4. Who are your competitors?

My competitors would be any other bakery out there that makes birthday cakes. Publix, Walmart, and a lot of grocery stores make really good cakes and cupcakes. But what my business offers is customized treats. Desserts with fancy designs with the use of fondant, different flavors of cake that can't be found at a generic grocery store and creative artwork with icing that correlates with any theme of a party or event.

5. What makes them better/worse than your product/service?

A place like Publix is very established and they can make cakes very easily with the amount of utilities and room they have to store many cakes. My business however offers unique flavors rather than just plain vanilla and chocolate cake. All the cupcakes that I do consist of plain flavors to very interesting flavors such as brownies batter  cupcakes, chocolate chip cookie dough cupcakes, fluffinutter cupcakes, carrot cake, red velvet, almond cake, smores cupcakes, key lime pie cupcakes, etc.

6. Do you currently have an identity?

I am just starting to establish my business. I started making cakes for friends and family, and am extending slowly out to different people through word of mouth and some business cards I had made for me. I have done cakes and cupcakes for weddings, birthdays, bridal showers, baby showers, grooms cakes, etc.

7. What do you like about it? What don't you like about it?

I like that the cakes I make end up looking like sort of an artwork, rather than just food. For example, I have done a purse cake, a hamburger cake, and other challenging things. The cupcakes I make are unique and very yummy and a great option for birthdays and events. What I don't like is that I need a bigger fridge to store more of my baked goods when I have more than one orders, if I got busy.

1. How do you want your image to be seen in two years?

I want people to know What's Baking? as a business that I started up from my love of baking and I want my clients to know that they can get something beyond a plain vanilla layer cake with buttercream icing. I want them to know that I will try and make their special cake as customized as possible, whether it be the look of it or the flavor.

2. If your company was an animal, what animal would it be and why?

If my company was an animal, it would be an English bulldog. A big cute and cuddly one because whenever anyone sees a fat bulldog they usually go up to it and think it's cute, and I want my cupcakes and cakes to be as appealing to customers and want them to come to my shop.

3. If your company/brand was a person, who would it be and why?

If my company was a person, it would be me. I have always been so crazy about baking things for people and making people happy. I also am such a kid at heart, so I love to celebrate all different holidays to the extreme, and creating desserts for holidays was always a big thing for me. I want everyone to be happy with a cupcake or cake.

4. If your company/brand was an object, what would it be?

My company would be a cupcake. Because What's Baking is essentially a cupcake business, I think a cupcake explains what kind of bakery it is and it would be really cute!

5. If your customer was a cartoon character, who would it be?

If my customer was a cartoon character, it would be Cookie Monster. Although he is obsessed with cookies, my different flavor cupcakes like "chocolate chip cookie cupcake" or a cake designed that looks like a cookie would draw him in to my business because they look so yummy!