Branded Content Analysis: The Glass Knife
All great brands have a story behind them, and The Glass Knife is no exception. At first glance, it seems like an odd name for a bakery/café, but once you learn the story behind the name it makes perfect sense. The Glass Knife is a Winter Park, Florida bakery and café that was inspired by the owner’s mother – and her collection of Depression-era glass knives. The name became a representation of family traditions and baking passions that were passed down from generation to generation, much like the knives themselves. It makes for a great story that resonates with customers and certainly piqued my interest!
What I See
Elegance. If I had to choose just one word to describe The Glass Knife’s brand, that would be it. Every image is exquisite. Every word simple and well-placed. Every delectable looks delightful. I could happily gaze at their @theglassknifewp Instagram page all day, daydreaming about what I’ll try next. Some might even say if Tiffany & Co. and Louie Vuitton opened a bakery/café, the Glass Knife would be it! It embodies the same luxurious feel of both iconic brands.
The website’s home page is clean and welcoming, the text inviting. The layout makes navigation a breeze, and visitors don’t have to wade through copious amounts of text to find what they’re looking for. The color scheme and textures of their online presence precisely match the exterior and interior of their building. This is branding at its finest!
What I Get
Diving deeper into the website, I can see that it is well-organized. The left-side navigation bar allows users to quickly find and visit the page they need. Clicking on any one of the selections brings up sub-pages, further refining results. I love that! Personally, I hate having to click or scroll through pages of irrelevant text to find what I need. The Glass Knife gets it and has organized their site in such a way that those who come to order cakes can jump right to it without having to make their way through the entire café menu first.
What I Think
I think The Glass Knife has created a website and an online presence that aligns closely with and supports their brand. The feeling that I get from the site is that of an upscale eatery, but one that has its roots firmly planted in tradition. It’s a place that I want to explore. And that’s exactly what marketing should do. It should generate interest; it should draw you in; it should connect with you on some level. In the case of The Glass Knife, there are plenty of features that can make those connections – the history of the company, the food, the bakery, the café, the gathering place vibe, and the fact that it’s dog-friendly!
That brings me to my final thought: How well does what you put out there actually align with your brand?