Page 323 - IMDR JOURNAL 2023-24

IMDR’s Journal of Management Development & Research 2023-24

technology, and ultimately found success by defying convention and following her passion.

Figure 1 Entrepreneur Rachana

Building the Brand & Marketing it to Stardom:

Branding for Emotion- Understanding her niche market and product, Ms. Rachana crafted a
unique brand experience. She gave special attention to giving a name to the venture. She

wanted it to be simple with a good sound that would impart a feeling of accomplishment in
the minds of customers. This is how 'Cake My Day' came up which evokes joy and

celebration. She also added a tagline, taste love in every bite, that taps into the nurturing

essence of her baking, resonating with a target audience seeking homemade-like quality.
Logo plays an important role in making the brand image and hence, Ms. Rachana worked on

the logo by creating a simple design with baby pink and light blue being the key shades. This

is the theme of Cake My Day, which creates a calm and sweet visual identity, aligning with
the brand’s core values.

Acquiring clients- It was the initial stage of the
business and she wanted to begin with optimizing all the

resources she had with minimum or zero investment.

Figure 2 Logo She knew that a website would not be needed for the
business in the present situation and that an Instagram

page would serve the benefits. She created a page on
Instagram for Cake My Day, that would help her grab

orders. But here comes the twist, an excellent marketing

Figure 3 Instragam Page 315