When people hear the word branding, they often think of an attractive logo, aesthetic colors, or beautiful packaging. However, in my opinion, branding is much more than that. Branding is about telling people who you are through your business. Customers may buy a product because they are curious about its taste, but they remember it because of the story behind it.
This belief inspired me to create my dessert business, The Bard & Co. The business was born from two things I genuinely love: baking and literature. I have always enjoyed sweet desserts, but I often found that many desserts on the market were quite expensive for students. That motivated me to create delicious desserts at affordable prices without compromising quality. At the same time, I did not want my business to be known only for selling desserts. I wanted people to recognize the meaning and identity behind the brand itself.
The name The Bard & Co. was carefully chosen. The word Bard refers to a poet or storyteller and is famously associated with William Shakespeare, often called The Bard of Avon. As an English Literature student, literature has become an important part of who I am. I did not want to leave that identity behind simply because I decided to start a business. Instead, I wanted my business to reflect my passion for language, literature, and meaningful storytelling. Through this name, I hope people can see that a business can also carry the personality and values of its owner.
The visual identity of The Bard & Co. was designed to support that story. I chose a classic vintage theme with muted colors to create a warm, elegant, and timeless atmosphere. To keep it relevant to today’s audience, I added a modern touch by using a background pattern inspired by Victoria’s Secret’s signature stripes, but redesigned in soft grey tones to create a unique identity. The classic typography and poetic tagline also play important roles in expressing the brand’s personality. Every design decision was made not only for aesthetic purposes but also to communicate the story behind the business.
In my opinion, successful branding is built on consistency. Marketing experts also argue that consistent brand identity increases consumer trust and makes a business easier to recognize in a competitive market. When the colors, packaging, communication style, and overall visual identity consistently represent the same message, customers are more likely to remember the brand. That is why I try to ensure that every detail of The Bard & Co. reflects the concept I envisioned from the very beginning.
In today’s digital era, branding has become even more important, especially for Micro, Small, and Medium Enterprises (MSMEs) or Usaha Mikro, Kecil, dan Menengah (UMKM) in Indonesia. According to the Ministry of Cooperatives and SMEs of the Republic of Indonesia, MSMEs account for more than 99% of all businesses in the country and contribute approximately 60% of Indonesia’s Gross Domestic Product (GDP). These numbers show how important MSMEs are to Indonesia’s economy. However, because millions of businesses offer similar products and services, simply having a good product is no longer enough. A strong brand helps a business become recognizable, memorable, and trusted by customers.
Social media has also transformed the way people discover brands. Platforms such as Instagram and TikTok allow businesses to share not only what they sell but also the stories behind their products. Personally, I believe that customers today are looking for authenticity. They want to know why a business exists, what inspires it, and what values it represents. This is one of the reasons I wanted The Bard & Co. to have a clear identity instead of becoming just another dessert shop. I wanted every post, every package, and every interaction with customers to reflect the same message—that desserts can carry stories just as beautifully as books and poems do.
As someone who is still learning about entrepreneurship, I also believe that branding is a long-term investment. Products may change, competitors may appear, and trends may come and go, but a meaningful story remains timeless. A logo can be redesigned, and recipes can be improved, yet the inspiration behind The Bard & Co. will always stay the same because it comes from my own experiences and passion. For me, authenticity is one of the greatest strengths a small business can have. It is something that cannot simply be copied by competitors.
Participating in a student bazaar became one of the experiences that strengthened my understanding of branding. At first, I assumed people would stop by simply because they wanted to buy desserts. Surprisingly, many visitors were more interested in asking about the meaning behind the name The Bard & Co. They were curious about the classic concept, the visual design, and the inspiration behind the brand. That experience made me realize that branding is not only about attracting attention but also about creating conversations. When people become curious about the story behind a business, the brand has already started building a connection with its audience.
This experience changed the way I see entrepreneurship. Customers do not always purchase products solely because of their quality. They also buy experiences, emotions, and stories. This idea is closely related to the concept of emotional branding, which focuses on building emotional relationships between brands and consumers. When customers feel emotionally connected to a brand, they are more likely to remember it and become loyal to it.
Nevertheless, building a business is never an easy journey. From my perspective, the biggest challenge is not the lack of capital but maintaining consistency and resilience. There were times when I lost motivation, and my business developed more slowly than I had expected. Sometimes I even questioned whether I should continue. However, I have learned that building a meaningful brand requires patience. Success does not always happen quickly. As long as I keep moving forward, even at a slow pace, every small step still has value.
This journey has taught me that building a brand is much like writing a story. A meaningful story is never completed in a single page; it develops over time through dedication and consistency. Similarly, branding does not end after creating a logo or choosing a business name. It must be continuously nurtured through product quality, customer service, communication, and a commitment to preserving the identity that defines the business.
As an English Literature student, I often believe that every small detail has meaning. That perspective naturally influenced the way I built The Bard & Co. From the business name, the vintage concept, the typography, and even the color palette, every element was carefully chosen because I wanted customers to feel that they were experiencing more than just a dessert. I wanted them to experience a story. In my opinion, people rarely remember ordinary products, but they often remember how a product made them feel. If my desserts can make someone pause for a moment, smile, or become curious enough to ask about the story behind the brand, then I believe I have achieved something more valuable than simply making a sale.
In the end, I believe people may come to The Bard & Co. for dessert, but they stay because of the story behind it. That is why I always try to give meaning to every small detail of my brand. To me, dessert is more than just something sweet to eat. It is a medium for sharing stories, creating warmth, and even delivering a little piece of poetry. After all, a successful brand is not simply remembered for what it sells, but for the emotions and memories it leaves behind.