Bald Baker's Image Issues
How do you define yourself? What characteristics? What words would you use to tell people who you are?
Forget elevator pitch... think speed dating. How can you sum up your years on this earth, your vision and plans and values and principles so concisely that somebody else could draw it in one image. Perhaps the image is worth 1,000 words, but given that most people now use letters to represent their feelings, like "LOL" or "OMG" or "WFM," it takes some kind of genius level creativity to sketch that out into an image that faithfully represents who you are as a person, what you are as a company and what benefit or message you want to give your viewer. After all, you want the message received to be as close to the one conveyed as possible.
So... I hired somebody, not because I'm color-blind and can't draw a circle to save my life, but because I believe that when you're not the expert and you need something done... hire the expert.
And then the fun began. We went through my designer's worst nightmare of a client interaction with multiple iterations, and then multiple iterations on those iterations, and so on. I realized a few lessons during this exercise that I wanted to share and perhaps get your feedback on. At the very least, I encourage you to download an avatar-, meme-, cartoon- or any other software that lets you create a digital image of yourself and see what happens. Does the final image reflect who you are now? Who you want to be? Who you were or some perfect balance?
Lesson 1: My logo is my brand is myself. I am now the person who I'm telling you about and not some stylized or idealized version of myself. And that's pretty cool. I didn't know that before I started this exercise though. The logo is a bald, round-faced happy guy with a spatula in his hand. Notice that he's looking forward with confidence and pride, but not narcissism. In other words, Bald Baker is a genuine reflection of my desire to help people overcome some of their health-related challenges. We're not trying to pull the wool over anyone's head with shady ingredients, low-quality or sub-par taste. We just want to make delicious desserts that won't set off a sugar-bomb in your system and perhaps inspire you to keep going down the path of a healthy lifestyle.
Lesson 2: I am annoyingly persistent. And those were not my words mind you. But I wasn't willing to settle for something that didn't seem right. Yes, it's just a cartoon, but it's also so much more than that. Every aspect of Bald Baker has to convey the same consistent message: never settle. We believe you should be able to indulge in something scrumptious and not worry about the consequences. Too often, I've seen people close to me roll their eyes and eat a 'no-sugar' added packaged good. They settled because they thought they had to. I've tasted so many garbage cookies, brownies and cakes out there that all purport to be healthier, or [insert trendy evil here]-free this or that, and they all fail the end consumer either from a taste perspective, or a quality of ingredient perspective, or both. Bald Baker will never produce a dessert that is shit. You deserve better. I'd rather not sell something at all than try to convince you to buy something that's less than what you should be enjoying.
Lesson 3: Don't take yourself so seriously. This is a dessert company, not Cordon Bleu training. That's why when I first saw the cartoon version of myself, it was instant resonance. It was the only one that made me smile as a gut reaction. No thinking. Bald Baker's goal is put a smile on your face. Every aspect of the company, from the advertising, to the packaging, to the unwrapping, to the first bite, to the last bite, has the same overriding mission: to reconnect you with the simple joys in life; to make you feel joy and happiness.
I think this will be an exercise for every future employee on their first day. It was challenging, illuminating, insightful and like all of our products, enjoyable.