Be so…what???

I will be the first person to admit that there is nothing easy about the name of my company. Re-branding was a bitch, and trying to find a name that I could actually trademark was an unprecedented experience of patience & agony mixed with daily images of burning dollar bills. When I asked my attorney to run a quick check on Bisousweet, I knew the following about the name:

  • It was hard to read
  • It was hard to pronounce
  • It was hard to remember

And, you know what? At that point, I was so spent from trying to come up with a new name that I didn’t care. It’s the truth…I literally didn’t care. I just needed ‘some name’ that I could trademark and start moving forward again with my business. The best news was when I heard back that there was no other business name in the trademark database similar to Bisousweet and that we could move forward with the tm process.

That was in 2013. Three years later, I can’t help but laugh when I think of all of the variations of Bisousweet that I’ve heard.



Be So Sweet.

Be So Wheat.

Be susie sweet.

Bi sooo, um, wait. What???

I thought I had heard it all, until last night when I had my hoods cleaned. The guys were the nicest men ever, and after they finished their job, they filled out the paperwork and asked me how to pronounce the name of the company. When I told them the name, they started chuckling. Apparently, they were given TWO names for my company, neither of them correct. One was Be So Sweetie. The other? Be So Sweaty.

I stopped writing my check when I heard the ‘be so sweaty’ one and looked up at both of them. I had to make sure I heard him correctly.

‘So, you knew you were going to a bakery, and you thought the name of the bakery was really Be So Sweaty???’

be so sweaty

Photo creds here

I don’t know about you, but I have to say that I’m pretty sure I wouldn’t want to buy anything from a bakery called be so sweaty, nor would I want to clean their hoods.

Who knows…maybe I screwed up and missed the next best bakery fitness trend.



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Owner, Baker,
& Storyteller

You know that friend who has it all together? Yeah. That’s not me. What I can offer you instead are my experiences, insights, and passions. Pithy observations about making cookies. Wry commentary on running a business. Loving (if slightly sarcastic) parenting advice. And if that doesn’t interest you, I have dogs. Cute ones.

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