Wedding cake designer Anna Tyler had no problem earning industry awards for her delicious creations. But something was missing. While her competitors were growing in force, her business was standing still. She needed fresh ideas. Anna needed a brand strategy that would capture the distinctive quality of her growing enterprise.
The original company name, ‘Anna Tyler Cakes’ had its limitations. It had worked fine as a self-starting cottage industry, but now it needed to be pitched at the top end of the market, away from the competition.
A simple but tactical move away from an individualistic focus – the new name ‘ANNA Cake Couture’ retained reputation, and would grow with the business.