What Cake Can Teach Us About Personal Branding

And Why You Need BTS Stories

Have you ever felt a connection with someone simply because they let you peek behind the curtain? Maybe it was a story about their morning routine, a favorite hobby, or a cherished family recipe.

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When you share the "real you," it builds trust and relatability. People want to work with or buy from people they know, like, and trust. Sharing personal moments, BTS (behind-the-scenes, not the boy band) or interests doesn’t detract from your expertise-they enhance it.

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It shows that you’re more than a professional; you’re a person they can like and relate to.

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Stories resonate with us emotionally and can cause our audience's brain to literally light up with chemicals like oxytocin, dopamine, and endorphins. They’re not just passively consuming content—they’re experiencing a biological reaction that creates a deeper connection to you and your brand.

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And here’s the kicker: the moment you open up, your audience often responds in kind. They feel more comfortable engaging, sharing their own stories, and ultimately building a deeper connection with your brand.

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Building a brand isn’t just about your expertise—it’s about connection with who you are and your story.

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Let me show you what I mean.

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As a former food editor and wine critic, I spent years tasting around the world, and learning the secrets to creating delicious food and drink recipes. I created hundreds of recipes for our magazine, curated thousands from chefs, and when readers would taste a fantastic dish anywhere in the world, they knew they could reach out to us to ask for the recipe.

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And if you're like me, you know that some of our best memories are made around food.

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This week, I’m sharing a recipe that’s been in my family for years: a pumpkin mini chocolate chip cake. I’ve made some tweaks to modernize it, and now I’m letting you in on the secret.

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Pumpkin Chocolate Mini Chip Cake

Ingredients:

• 2 tsp baking powder
• 1 tsp baking soda
• 1/2 tsp salt
• 2 1/2 tsp pumpkin pie spice
• 2 cups sugar
• 4 eggs (beaten until frothy)
• 1 can unsweetened pumpkin (15 oz)
• 1 cup coconut or vegetable oil
• 1 tsp vanilla extract
• 1 orange, finely zested
• 6 oz mini chocolate chips
• 1 cup chopped pecans (opt)

Optional Glaze:

• 1 cup powdered sugar
• 2–3 tablespoons orange juice
• 1/2 tsp vanilla

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Preheat oven to 350°F. Grease and flour a Bundt pan. In a large bowl, whisk together the flour, baking powder, baking soda, salt, and pumpkin pie spice.

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In another bowl, mix the sugar, eggs, pumpkin, oil, vanilla extract, and orange zest until smooth. Gradually add the dry ingredients to the wet ingredients, stirring until just combined. Fold in the chocolate chips and nuts, if using.

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Pour batter into the prepared Bundt pan. Bake for 1 hour or until a toothpick inserted into the center comes out clean.

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Optional Glaze Instructions:

In a small bowl, whisk powdered sugar, orange juice, and vanilla extract until smooth. Drizzle over the cooled cake and let set before serving.

Now It's Your Turn

This week, I challenge you to share a behind-the-scenes moment with your audience. It doesn’t have to be a recipe—although you’re welcome to try this one and share your results!

Here are some ideas to get you started:

• Share a story about how you overcame a challenge in your business.
• Show off your workspace (even if it’s messy—people love authenticity).
• Talk about a book, a movie, a childhood experience or a hobby that inspires you and why.

Whether it’s a post on social media, a LinkedIn article, or your next email newsletter, let your audience in. Be human. And watch what happens when you show a little vulnerability and BTS in your content.

Reply to this email or tag me in your post—I’d love to see how you take on the challenge!

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Until next time my friends,

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​Find me on X, LinkedIn, Instagram​

or Book a Strategy Call​

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