Expanding Your Brand Sponsors: Cake It With Justin Salinas

In the post-COVID world, many businesses face the challenge of reigniting their growth and finding new ways to thrive. One critical aspect of this journey is expanding your brand sponsors beyond your initial sponsor. In this blog post, we’ll explore how Justin Salinas, the owner of Cake It With Justin, successfully navigated this path and grew his business from a local baking class to a global brand with multiple sponsorships.

The Journey from Olive Garden to Entrepreneur

Justin Salinas began his career far from the glamorous world of social media and brand ambassadorships. After college, he worked as a server at Olive Garden. While the job was stable, he knew it didn’t align with his long-term aspirations. However, his passion for cake and cookie decorating, nurtured by his mother’s own love for baking, eventually led him to teach a small class in his mom’s kitchen. This six-person class was the first step on a path which would take Justin from hobbyist to full-time entrepreneur.

Justin Salinas, owner of Cake It With Justin in Bakersfield, CA talks about expanding your brand sponsors. He and Michael Roberts are taking a selfie together in his content filming studio
Justin Salinas, owner of Cake It With Justin in Bakersfield, CA talks about expanding your brand sponsors.

The Importance of a Strong Start

Justin’s journey wasn’t easy. He had to transition from working at Olive Garden to turning his passion into a viable business. His first significant break came when he started offering cake and cookie decorating classes. These classes quickly gained popularity, growing from a small group in his mom’s kitchen to sold-out events with hundreds of participants.

The initial success was partly due to Justin’s use of Instagram, where he started with just a few followers. He leveraged the platform by following local businesses and news stations, gradually building a community of engaged followers. This organic growth was crucial in attracting his first sponsor, Fancy Sprinkles.

Landing Your First Sponsor

Fancy Sprinkles was Justin’s first major brand partnership. They reached out to him because of his growing Instagram presence and his engaging recipe videos. This partnership was mutually beneficial. Justin promoted their products in his videos, and in return, he earned a commission on every sale. The partnership was a perfect match at the time, as Justin was primarily focused on creating content around cakes, cookies, and other sweet treats naturally pairing with sprinkles.

The Crossroads: When to Move On

As Justin’s brand grew, so did his content. He began exploring new types of baking, including hyper-realistic cakes, which didn’t necessarily align with Fancy Sprinkles’ product line. This evolution brought Justin to a crossroads: should he continue focusing on a single sponsor, or should he expand his brand by exploring other partnerships?

Justin realized being too committed to one sponsor could limit his growth. He decided to maintain a good relationship with Fancy Sprinkles but reduced the content dedicated to their products. This strategic decision allowed him to transition into new areas of content creation and open the door to other sponsorship opportunities.

Expanding Your Brand Beyond the First Sponsor

After scaling back his involvement with Fancy Sprinkles, Justin began attracting attention from other brands. His evolving content, coupled with his growing Instagram following, led to new sponsorships with major companies like Pillsbury and Mattel. These new partnerships not only provided additional income but also increased his brand’s visibility.

Justin’s story illustrates the importance of not becoming too attached to a single sponsor. By diversifying his brand and remaining open to new opportunities, he was able to grow his business and increase his influence in the baking community.

Key Takeaways for Expanding Your Brand

  1. Start with Strong Content: Build a solid foundation with high-quality content that resonates with your audience. Use social media platforms to grow your following and engage with your community.
  2. Leverage Your First Sponsor: Your initial sponsorship can be a springboard for further growth. Use it to build credibility and demonstrate your value to potential new sponsors.
  3. Know When to Move On: Don’t be afraid to pivot or reduce your involvement with a sponsor if it no longer aligns with your brand’s direction. Staying too long with one sponsor can limit your growth and opportunities.
  4. Diversify Your Sponsorships: As your brand evolves, seek out new sponsors to align with your current content and audience. Diversifying your partnerships can lead to increased income and visibility.
  5. Stay Connected to Your Audience: Engage with your followers regularly and adapt your content to meet their needs and interests. A strong, loyal audience will attract more sponsors and opportunities.

Conclusion

Expanding your brand beyond your initial sponsor is a critical step in growing your business. Justin Salinas’ journey from Olive Garden waiter to successful entrepreneur and content creator demonstrates the power of leveraging early sponsorships, knowing when to move on, and continuously evolving your brand. By following these strategies, you can take your business to new heights and secure multiple brand partnerships along the way.

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