“A Day in A Life of a Bakery Owner” — A Study on Brookie Bakehouse’s Brand Storytelling
Everyone likes inspiring success stories, right?
(Disclaimer: NO AI INVOLVED — This is 100% my writing)
Brooke Saward was a traveler-content creator for ten years before she was known as a baker. Her experience in marketing, content creation, and content production is one of the major catalysts of her Brookie brand. Brooke's travel blog, World of Wanderlust, has gained traction since she traveled to various Asian countries in 2012.
Brooki Bakehouse may be another bakery in Brisbane, Australia if you take it out of its TikTok fame. However, Brooke has gained the wisdom of leveraging storytelling through her travels, and she has realized how storytelling of the ins and outs of her journey was the” secret sauce” that captivated her audience’s attention.
"I like to share the behind-the-scenes of owning a business to inspire others. On a personal level, I think it will be such a rewarding experience to look back in two years, five years, or ten years and see what I have built in real-time” -Brooke in the interview with Baking Business.
Starting from sharing with the media about her baking inspiration, which inspired her to start a bakery — her mother — to creating TikTok content of the actual day-to-day process of running the bakery, the story-building process of Brookie Bakehouse is intelligent and meticulous. It's like reading a novel or a movie; we're following an immersive story that resonates with many working people and business owners.
On the other hand, for aspiring business owners, it inspired them to start or keep moving forward. Running a business is not an easy task, and there are a lot of bottlenecks that first-time business owners have a hard time dealing with. Brooke has connected her brand with aspiring entrepreneurs, especially those who have similar dreams of establishing a bakery, by filming her “A day in my life as a bakery owner” videos as a way for young entrepreneurs to get a glimpse of how a bakery would operate. Rather than starting with the goal of expanding, Brooke has spent her first year of business trying different things and seeing what works for her customers. The emphasis has been continuously trying new things to see what” sticks” rather than overly emphasizing growth or scaling.
"Testing the market and receiving real-time comments has been a lot of fun. Before you decide where you sit in the market, I believe your first year is the ideal time to take chances, try various things, and polish your offering. Then you can scale” — Brooke in her interview with SquareUp.
On top of that, Brooke has always kept her TikTok comment section open to suggestions, as the easiest way to conduct market research is to ask the customer directly. Excellent social listening has created multiple achievements for Brookie Bakehouse, including the constantly-sold, best-seller cookie-croissant hybrid, the “crookie. “ Was Brooke the one who invented Crookie? No. Was she successfully driving huge sales because she listened to her customer’s demand to produce cookies? Absolutely.
These two aspects of genuine storytelling and good listening increase customers’ sentiment about Brookie Bakehouse, making the brand close to customers’ hearts and getting them praying for its success. The traveler-turned-baker’s success is an example of raw, reasonable, and genuine content with storytelling that tugs on the audience’s heartstrings. The brand has earned its tagline: Thinternet’s favorite cookies.