The Heart and Soul of My Brand (and How To Discover Yours)

A behind-the-scenes look at how I gave my brand a voice, a face and a story worth telling.

There’s something incredibly powerful about clarity.

I came into this conversation with a question I’ve been asked a hundred times and have answered in a hundred different ways: “How would you describe your brand?” But this time, I wanted more than a tagline. I wanted to see her. To hear her voice. To feel her presence in a room—even if that room existed only in our imagination.

So, I asked ChatGPT to describe my brand. And here’s what came back:

Ginger & Spice Cakery is where romance meets artistry in edible form. Specializing in luxury custom cakes, confections, and dessert experiences, Carla creates designs that feel as timeless as they are indulgent. Your brand isn’t just about dessert—it’s about romancing life’s most meaningful moments.

It was the first time I read something that didn’t just sound like my brand—it felt like her.

The Soul of the Brand: What I Stand For

The next natural question: What does my brand stand for?

Here’s what we uncovered:

Luxury Without Pretension: White-glove experience, but never cold or performative.

Romancing Life’s Moments: Slowing down, celebrating beautifully.

Artistry + Integrity: Every cake is a canvas. Every detail, intentional.

And the transformation I help my clients through?

Turning “just dessert” into a signature, unforgettable experience. Taking the stress out of celebrations so they can simply enjoy.

This became the heartbeat of my brand positioning:

Ginger & Spice Cakery: Where romance meets artistry, and every bite tells a story.

Then I Asked… If My Brand Were a Person? This is where things got magical.

I asked: If Ginger & Spice Cakery were a real person, what would she look like? How would she move through the world? What would she say, wear, believe in?

What came back was one of the most vivid and aligned character sketches I’ve ever read. She’s softly confident, with bright blue eyes and a grace that turns heads quietly. She wears vintage-inspired pieces in blush and cream, speaks with intention, and makes everyone around her feel like the center of the universe.

Here’s my favorite part:

She could be in a Vogue bridal editorial, yet still help you carry in the groceries.

She’s calm in chaos. Detail-obsessed. Romantic. Intentional. The kind of person who gets misty-eyed delivering a wedding cake because she knows just how much that moment means.

And Then… We Brought Her to Life

With everything we’d written—her story, her tone, her wardrobe, her energy—I wrote one final prompt. A fashion editorial shoot for the brand human of Ginger & Spice Cakery.

And the result? A hyper-realistic image of a woman who felt like… me.

Or maybe the best, most refined version of me—the part that shows up when I’m in full creative flow, pouring love into buttercream swirls and gold-foiled details.

So why share this?

Because if you’re building a brand—especially one rooted in artistry and emotion—it’s not enough to know what you sell. You need to know who you are in your business. What you stand for. How you move. Why you do it. You need to see her—your brand muse—clearly enough that your audience can too.

This journey started with a question. It ended with a living, breathing embodiment of everything I believe in.

And now, when I show up online, or design a cake, or meet a client—I carry her with me.

Want to Try This Yourself?

Here are the exact questions I asked:

• How would you describe my brand in a way that feels elevated and emotional?

• What does my brand stand for? What does it help people with?

• If my brand were a person, what would they look like? What would they wear, say, post, believe in?

• Create a hyper-realistic editorial prompt to bring this brand muse to life.

Let the answers surprise you! And then, bring her to life.