221. The Strategy Behind Viral, Fan-Loved Branding with Cookie in the Kitchen

Make your audience feel seen, and they'll do the marketing for you. Cookie in the Kitchen has built the kind of brand people want to show off, share, and celebrate—even Harry Styles. She and Michelle dig into the strategy behind art that feels personal, why fandom is community gold, and how nailing the details turns customers into evangelists. From TikTok virality to capturing an artist’s “lore” on a cookie, Emily proves branding is about seeing people deeply. If you want your work to feel irresistible, this episode is your blueprint.

 

Hi friends, I’m Emily, the cookie girl! I’m an entrepreneur, cookie artist, and content creator based in Nashville, TN. My mission is to make people feel like celebrities and celebrities feel like people with the delightfully-edible art of handcrafted decorated cookies. I started Cookie in the Kitchen at the age of 11 as one of many creative phases, and ran it throughout middle, high school and college. (Turns out it wasn't a phase!) I now create cookies full-time for social media brand partnerships, musicians and celebs, as well as local Nashville custom orders.

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In today's episode, we cover the following:

• Being a young entrepreneur
• Knowing your audience deeply
• Fandom as community-building
• Collaborating with Harry Styles
• Emily's creative process
• Social media virality
• Branding beyond aesthetics
• Collaborating with your audience
• Balancing art and business
• Advice for creatives

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GUEST INFO:

To learn more about Emily and Cookie in the Kitchen, follow her Instagram and TikTok @CookieInTheKitchen, on Facebook @CookieInTheKitchen2011 and visit her website, CookieInTheKitchen.com.

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Social media in 2025 is pure chaos—platforms are shifting, algorithms are unpredictable, and keeping up feels like a full-time job. That’s why we're sharing our 2025 Social Media Webinar that we share with all of our clients. It's a no-BS breakdown of what’s working, what’s dead, and how to build a strategy that actually delivers. Whether you’re a brand owner or a social media pro, this resource is your shortcut to navigating the wild west of online marketing. Tune in at MKWCreative.co/resources/p/2025socialmedia

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WORK WITH MKW CREATIVE CO.

 

Connect on social with Michelle at:

• Kiss My Aesthetic Facebook Group
• Instagram
• Tik Tok

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