Cake business course - Working out your brand identity

Lesson Details

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1. Brand identity

In this lesson David talks about the importance of the message your brand conveys. There are many different facets to this as your brand is made up of many different things. David discusses the importance of brand consistency in terms of not only the visual aspect but also the personality and message behind it. Your brand is a very precious and fragile thing and we have to be careful how you conduct yourself in business in order to protect your brand.

Course Overview

When starting up or running a cake business brand identity is vital. Your brand identity is how your customers portray you by themselves and to others. Your brand is a very precious and fragile thing and you have to be careful how you conduct yourself in business in order to protect it. A lesson you don’t want to miss!

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The Tutor

David Brice

David Brice is the lead business tutor with CakeFlix, which has won Cake Masters awards Best Learning Experience in 2014, 2016, 2017, 2018 & 2019.

David´s career started in the Army then he moved over to become a civil servant with the MOD then latterly the Scottish Government. His job prior to leaving was as a speech writer for the Transport Minister, which came with huge kudos, good salary and great pension. However, he wasn´t fulfilled, he knew that there was more to life than the role that he found himself in.

David knew Paul for a couple of years before Paul started his Cake Business in 2002, helping with some of the paperwork and admin required to set up a business. As Paul´s success grew it was clear that his business needed more support so in 2005 David left the security of his job and joined Paul in the cake business. That was a leap of faith as David had not, and still hasn´t, decorated a cake. However, he could see the potential and they grew the business to seven outlets with 35 staff. It wasn´t all plain sailing and its the highs and lows of that journey along with a lot of studying on business best practice that he shares in his Cake Business tutorials.

Paul and David sold the cake business to concentrate on teaching and are passionate about sharing their knowledge and experiences to help others.