Behind the Brand: Hayley Elizabeth Cake Design (+ Tips to Take Away!)

 
Behind the brand, branding and website for Hayley Elizabeth Cake Design by Verity Road. Business tips, business advice, website help. Luxury branding, female entrepreneur, wedding professional, wedding business branding. Logo design, brand elements, feminine colour palette, business card design, patterns and textures. See more for custom web design.
 

Think of your branding and website like a filter which tints viewers’ perception of you and your business. You need to make sure it is having a positive effect and not becoming a barrier.

 Early in 2017 I received a message from Hayley, owner and cake designer at Sweetcheeks Bakehouse, enquiring about branding and web design.

 She had far outgrown her old visual brand identity, and even her brand name.

 When she started out with cupcakes at eclectic farmers markets, the Sweetcheeks Bakehouse brand worked well enough. It was cute and colourful.

 But you see, as with all of us, Hayley’s business evolved. She now designs luxury, style-led cakes in the most mouthwatering flavours. Her market is high-end.

And the truth is, the high-end market expect a certain level of appealing aesthetics on first sight. They expect congruency in your work and your branding and website.

In Hayley’s case, there was a massive disconnect between her cake designs and her visual brand identity. This lack of alignment meant potential clients were having to work that much harder to see her amazing talent.

It was time to change, and that’s certainly what we did! Sweetcheeks Bakehouse became Hayley Elizabeth Cake Design, and I created branding and a website that spoke directly to her dream clients (while still incorporating Hayley’s love of pink!).

What’s more, her old website which had hundreds of pages has become easy to navigate in addition to being visually captivating for her audience.

The results?

From this...

sweetcheeks prev.png

...to this.

Brand board, brand style guide for the branding of Hayley Elizabeth Cake Design by Verity Road. Feminine branding, feminine web design, luxury branding, female entrepreneur, wedding professional, wedding business branding. Logo design, brand elements, feminine colour palette, business card design, patterns and textures, web design, business tips.

Apart from the visual evidence, Hayley took two bookings the morning her site went live - and that just the coming soon page!


Tips to take away

  1. Assess where you are in your business. Is your branding and website still at the same level?

  2. Know your ideal client - you need to know about them in depth in order to convey your message visually. Is there a disconnect?

  3. Make your site user-friendly - an easy-to-navigate website makes the life of your potential clients so much simpler. Don’t make them hunt for what they are looking for!

  4. Know your goals - if you don’t know what you’re trying to achieve, how are you going to get there? Hoping for the best won’t cut it!


See the entire Hayley Elizabeth Cake Design branding and web design here in the portfolio.

Find out how you can work with me here!

3 Reasons You're Not Getting the Results You Want From Your Website

 
Female entrepreneurs, coaches, creatives, website conversion, feminine website, feminine web design, luxury web design, professional web design, web designer, branding, feminine branding, wordpress, squarespace, custom web design, web development, business owner.
 

THREE seconds.

You have a MAXIMUM of three seconds to capture a potential client’s attention when they click onto your website.

Ask yourself, how often do you make a judgement on a business or entrepreneur based on their visuals?

How often do you click off a website that’s difficult to navigate?

You need to use those three seconds if you want three more, five more, and especially if you want them to read your stuff and buy from you.

Fact: People like you and me are busy - let's be honest, also kind of lazy - and we make a snap judgement based on appearances. (You may think you don’t, but it’s an inherent trait we have as humans).

Take a look at these three key problems I see time and time again, and see if they resonate:

  • You're trying to show you are professional but you look amateur
  • You look trying to sell high-end but you look budget 
  • You have end goals but no strategy in place

What can I do about it?

1. Capture your clients attention with a beautiful visuals that says the RIGHT thing to the RIGHT people (because it might be beautiful but speak to someone entirely different than your dream clients).

Not only do you draw in the right people, you also demonstrate subconsciously that you believe in yourself, that you’re worth investing in (why would people invest in you, if you don’t invest in yourself? 

TIP! Make sure your attract them visually above the fold if you want them to scroll.

2. Make it easy for them to find out how you can help: aka get them to buy from you.

Don’t make them search or hunt or guess through your website. Because they won’t. They don’t want to be made to think (just like you don’t either). They’ll click close and go to your competition who have stunning visuals and a website which is super easy to follow and therefore buy from.

TIP! Always keep your end goals in mind. You are guiding them along a path to a destination of your choice.


Want to find out how I can help you design a strategic and stylish website?

 
 
 
 
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3 of the Best Ways to Get Your Brand Out There (+ Why They Work!)

Take a moment to Google “how to get your brand out there” and you’ll find one key theme missing from the results - collaboration. In business, there’s so much emphasis put on competition and creation, with a dash of curation, yet the fundamental aspect of collaboration is often overlooked. Adding it into your strategy not only creates opportunities for you to reach a new audience, but it helps you to establish key relationships with people who get it. So, I’ve rounded up the best ways to get your brand out there through collaboration, just for you! You’ll discover: what they are, how they work, why they work plus some bonus resources and ideas to make your collaborations a success…

 
Get your brand and business out to your audience with webinars, instagram takeovers and guest blogging. How collaborating with industry influencers and other female entrepreneurs, business owners, bloggers, creatives and professionals can help grow your following, grow your email list, increase engagement, boost your sales and book more clients through social media, live video collaborations, guest post submissions and more!

 

1. JOINT VENTURE WEBINARS

 

What are they?

Live video workshops, usually held by 2 people (who can each be anywhere in the world) who have together created an educational presentation that they will talk viewers through with additional information than is just on the slides. The presentation usually has one key learning outcome that is broken down into steps. This is often then followed by an exclusive, relevant offer to purchase products/services as a bundle from both parties, leading into a Q&A from the audience. As each person talks, the screen switches to show them, except when the presentation screen is being shared.

How do they work?

  • Pitch the idea, discuss the workings and sign a contract

  • Social media and email marketing promotion of the webinar begins

  • Interested viewers sign up for access to the live webinar - they receive a link to the page via email: the page usually has social media share buttons, a chat box and a ‘buy now’ button

  • Audio/visual check >> introductions >> screenshare the presentation

  • After the webinar, an email is sent out to registered viewers with a replay link (usually lasts for 24 hours) and a reminder of the offer with a link to purchase

Why do they work?

Both parties not only get to be in front of the others’ audience (which has shared needs/wants with their own) but they get to add value and demonstrate expertise -- the best way to gaining trust and expanding your audience. Doing this in real-time is even more beneficial as viewers get to know your personality and that you’re able to answer their questions when on the spot. The workshops are then able to be sold after the replay expires to create passive income!


2. INSTAGRAM TAKEOVERS

What are they?

You publish content on the Instagram account of a relevant brand/business owner/blogger as both Instagram Stories and Instagram posts. You get a chance to introduce yourself, share your personality and interests, plus perhaps take the audience behind the scenes of something interesting you’re up to.

How do they work?

  • Pitch the idea, discuss the workings and sign a contract

  • You log in to their account and publish content across 24 hours

  • Both parties promote it on their social media channels

Why do they work?

It adds to the account but from a new perspective. Followers get introduced to a new person who they might not have come across because of the Instagram algorithm, plus they get to know you more personally than when you’re writing a guest post or hosting a joint-venture webinar -- they choose to follow you if you suit their preferences, therefore you grow followers of those who are genuinely interested and will likely become friends/fans/clients/customers.


3. GUEST POSTS

 
 

What are they?

Writing a post on someone else’s blog that provides value and demonstrates your knowledge whilst meeting the needs of their audience. Mostly non-promotional, except for a byline at the end and perhaps one additional link back to one of your blog posts within the body.

How do they work?

  • Pitch the idea, discuss the workings and sign a contract

  • You write the post and submit it by the deadline (usually written in Google Docs to allow for collaboration & proofreading before it goes live)

  • The blog author schedules the post and promotes it like it’s their own, including your social media handles - you also promote it

Why do they work?

The audience are already readers of the blog and it requires no extra effort from them to sign up or block out more time of their day (like they do for a webinar). They trust the author of the blog to only have people on to guest post who are relevant and knowledgeable, so they’re more open to you from the start. You’re there to benefit the reader and may even have a free content upgrade (like a mini email course or PDF download) for them - whilst this means you’re growing your email list, they’re also getting something for free that’s useful to them.


5 Bonus Ways To Get Your Brand Out There Through Collaboration

  • Volunteer to host an existing Twitter chat

  • Submit quotes and testimonials

  • Put in a request to be a podcast guest

  • Team up on a YouTube video if you’re local

  • Run a joint-giveaway

Collaborations can be fun, refreshing and mutually beneficial when done right -- do them regularly (maybe even more than just publishing to your own channels) and you’ll get your brand out there in no time!


Is your branding holding you back? Do you feel embarrassed and like you've outgrown it?

I have very limited spaces left in 2017, so if you want to get in the diary before they're gone, click here!

 
 
 

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Get your brand and business out to your audience with webinars, instagram takeovers and guest blogging. How collaborating with industry influencers and other female entrepreneurs, business owners, bloggers, creatives and professionals can help grow your following, grow your email list, increase engagement, boost your sales and book more clients through social media, live video collaborations, guest post submissions and more!