Think like a customer. When you buy a product, why do you buy it? What makes you choose a particular brand? See if you can use your answer to help you figure out how your own brand will come across. Find out what your customers are longing to feel and make your brand help them feel that way. Do they want to feel powerful? Responsible? Conscientious? Smart? Unique? Your brand needs to evoke this feeling with all of its copy, marketing, and design. Cue these feelings not only with language, but with colors and product design as well.