Katheryn Jennings-Baker ’20 Builds Her Brand

Victor Mullins, associate dean of the undergraduate program at the University of Maryland's Robert H. Smith School of Business, recently interviewed Smith Freshman Katheryn Jennings-Baker ’20 to discuss how she is “building her brand” during her Smith journey.

So what does the Smith journey entail? During their freshman year, Smith students begin to build their personal brand through the SmithStart program. Sophomores dedicate their second year to pioneering their path to success by focusing on an overall academic and career strategy. Junior year focuses on students taking command of their careers to ensure that they are well positioned for their professional journey. Finally, as a senior with an arsenal of tools, knowledge, and networks, Smith students are able to embrace their experience and celebrate their success.

Dean Mullins: Reflect on how you are “building your brand” during your freshmen year. And I do realize that you are in your first semester.

Katheryn: I’ve actually been building my brand, in a way, since high school. Throughout my senior year, I was known as the girl who made elegant-looking cupcakes. I’m continuing that during my freshman year by baking consistently and giving what I make to the people around me. This allows my products to be seen and enjoyed by multiple people. I pay close attention to detail when baking and packaging my baked goods, making sure that when people eat my cupcakes, they are having a unique experience. This also allows people to associate what I bake with the idea of it being high quality. Also, I recently started baking with signature aesthetics in mind and have invested in custom packaging which will make my cupcakes and other baked goods more widely recognizable.

Dean Mullins: What advice would you give to your fellow Smith peers?

Katheryn: If you know what you’re passionate about and what you want to do with your life, start building towards that goal early. I’ve known what I’ve wanted to do since I was around 14 years old and ever since then, I’ve been focused on building my brand and making sure that the brand I’ve created conveys what I want it to convey. You should know how you want to be seen and what you want to be known for. After that, work to make what you do memorable and unique.

Dean Mullins: How are you making your mark on campus?

Katheryn: I’ve joined multiple organizations on campus like Spoon University and terpAMA. Working with Spoon University, I’ll be able to continue expressing my passion for baking and food. I have joined their marketing team and hope to increase membership and interest in the club and what it does. And with terpAMA, I am planning on joining their non-profit consulting team in order to help businesses better market their services. I plan on joining more organizations, as getting involved is probably one of the most worthwhile experiences in college.

Dean Mullins: What is your dream?

Katheryn: My dream is to open multiple boutique bakeries. Baking is my number one passion and I’ve been creating and writing my own recipes since I was 10 years old. Being able to do what I love every day would be incredible. I’d absolutely love sharing my passion with the people around me. It’s one of the best feelings to know that my creations are making people happier.

Dean Mullins: Why are you passionate about the Smith School?

Katheryn: I’m passionate about the Smith School because the Smith School is passionate about me. From my experiences with faculty, it is obvious from the start that the people I’ve encountered only want what’s best for me. Everyone is genuinely invested in making my Smith journey into what it needs to be. There’s a genuine interest in what students want to do and what they’re passionate about. Even though there are many students at Smith, I’ve been able to feel like the faculty has been focused on me and that they really do care about what I’m trying to do. They’ve been behind me 100%, whether that means providing feedback on my baked goods or just discussing future plans and what it means to be an entrepreneur. There is a wonderfully welcoming feeling in the Smith School that I doubt I could get anywhere else.

For more information about the undergraduate program at Smith, visit: www.rhsmith.umd.edu/undergrad.