After assessing the values that are shared between your software and your ideal user, you can outline a personality for the brand to adorn. I've seen a bunch of variants for making this happen, but the one that has seemed to work the best was stolen from Jacob Cass at Just Creative. A bit of a twist at the end.
Plot your brand on each spectrum:
Next, and this step is important, define any attributes that are 3s. Clearly these are core attributes you want associated with your brand, but they mean something different to everyone. What does it mean to you?
People buy from brands that will help them transform. Be it getting more fit, healthier, smarter, courageous, you name it. In some way shape or form, they are looking to become a better version of themselves.
While features and improvements to your products/services are needed for validation, they pale in comparison to the adventure set before your customers.
Focus on the adventure and be a brand that can take customers to new heights.
Bad design and bad experiences stem from misalignment. From not being guided by selfless service, but instead seeking to get things done cheaply, quickly, and with the most return possible.
Those are shitty goals. They have no longevity and are selfish. They drive companies to do lame things like sell user data or create new features/offerings that have little value and are haphazard at best.
What to do instead? Focus on changing someone's life for the better. Center all of your efforts on that change.
Have a fucking mission.