Imagining My Own Business | Part 4: Sugar & Nice

For someone with a creative mindset, branding a business is the most exciting, super-duper fun, and completely overwhelming part of the process. It’s exciting and fun because I get to tap into my creative side and find a way to convey everything I have to offer in tangible and intangible ways. Why is it overwhelming? Please read previous sentence. I also understand how critical branding is and my perfectionist self spirals into a whirlwind of creative possibility before landing the plane. Plus, we’ve established that I’m a branding snob, so showcasing my brand to someone like me is terrifying. But, as we’ve learned with marketing segmentation (and life in general), you can’t make everyone happy.

Weird segue, but an important part of my business is to take the meaning behind my name seriously. I chose Sugar & Nice during a time when the world decided negativity and fighting was more enjoyable than loving on each other. I firmly believe that something as simple as being nice goes a very long way. Tied into that is inclusivity. Everyone has value. Period. I know I’m just delivering you a box of cupcakes, but I want the underlying message throughout the experience to be, “You matter”.

With that in mind, I want to be positioned in the minds of my target market as an approachable, inclusive baker who delivers quality, super yum, homemade treats that make your life easier, brings a smile to your face and belly, and/or just makes you look super cool by showing up with a Sugar & Nice box of goodies. I’m set apart from my competition by putting a unique spin on a classic dessert (even if it’s just making a thick and fluffy chocolate chip cookie the size of your face with a sprinkling of fleur de sel), by introducing new flavors or concepts to the valley (boozy treats are awesome and pipettes filled with alcohol are always a crowd pleaser), and just by being a super friendly person whose deep desire is to make the customer smile.

From a visual experience, I’m thinking simplistic awesomeness while being sustainably mindful and focusing my budget on quality ingredients vs. custom packaging. I used to be a Print Buyer, so I’m all about cheating the print system by finding economical and fabulous ways to make your budget stretch. It’s basically my superpower. I would purchase readily available kraft boxes from a food grade wholesaler and brand them with eco-friendly raffia and a blind debossed label.

Color theory is important, however in this case, my goal is to utilize the neutral packaging in a way that allows the sprinkles and frosting and fun sugary embellishments shine as the mouthwatering pops of color. If/When needed, I’ll throw in a muted yellow since color psychology tells us that yellow stimulates the appetite and evokes happiness, optimism, and positivity. You’re essentially eating sunshine and feel great about it.

(I added whip to my logo! Fancy.)