Quality isn’t enough to sell a product. Consumers need to connect with what you’re selling. And the first way they do that, usually, is by connecting with your brand. 

What is a brand? Well, for one thing, it starts with a name. But any marketing agency will tell you it’s more than that. It’s your company’s values. It’s what makes your product stand out. It’s the warm fuzzy feeling loyal customers get when they see your product on the shelves of their grocery store. 

Of course, a name is important. Plenty of great products have been tanked by a lousy name. Sure, a cookie by any other name would taste as sweet. But that doesn’t matter if no one buys it. And when we’re buying products, we’re often buying them on faith, and the promise of a brand. 

So if you believe in your product, but it’s not selling, maybe try shaking up the name. Think of it this way: Richard Starkey is an accountant. Ringo Starr is a Beatle. 

Danielle Reggio’s allergen-free baking company began life as Dani Cakes in 2016. Her gluten-, egg-, soy-, dairy- and nut-free cupcakes did pretty well at farmer’s markets, but she felt like her expanding product line had outgrown the company name. 

In 2022, she took on a new name: Whiskful Baking Company. Until then, Dani had been a home baker inspired by her own struggle with food allergies. Not long after the rebrand, Dani was able to quit her job to bake full time. 

Today, Whiskful Baking Company makes a wide variety of allergen-free baked goods. Cookies, cakes, cupcakes, brownies, donuts, beignets, baguettes, dinner rolls and even pop tops. 

Dani is originally from Carencro. Her bakery is located in Broussard. 

Terrence Jones was in law school when decided to start a candy company. He created a brand — CBurns Tech and Confections — and a Facebook page to get started. 

At first, the idea was to do business consulting and sell candy. When he tried to make a logo, he realized the concept was a little confusing. Some deft Googling led him to a branding opportunity: No one had claimed the name Louisiana Creole Pecan Candy. And Pecan Candies are Creole through and through. Terrence grew up making his family’s pecan pralines, a tradition handed down from his grandmother. 

Louisiana Creole Pecan Candy has two product lines. Creole-ish includes the Jones family pralines and a BBQ sauce. While Cajun-ish offers a white chocolate spin as well as an allergen free pecan candy. 

The company now has three offices - in Lafayette, New Orleans and in Atlanta - and has received support from Beyonce’s BeyGood foundation.

Out to Lunch Acadiana was recorded live over lunch at Tsunami Sushi in downtown Lafayette. You can find photos from this show by Giada Morgan and Liliana Morgan at itsacadiana.com.