No one is going to buy a product to make you rich, it's a shitty goal to reach for.
Build something that brings people joy. Something that inspires, something fun. Create an excalibur that allows someone to slay the dragons in their life.
Have some freaking empathy and don't waste people's time. It is the only way you can build an impactful brand.
A common occurrence I hear from clients when discussing the attributes of their brand follows something along these lines: "We want it to look professional, but still playful."
Reading between the lines, what they are saying is this "we don't want to turn anyone off, so we are cool without adorning a personality that would offend anyone."
You cannot build a brand off that. Professional and playful are polar opposites on the spectrum. Your brand becomes a tied to two horses pulling in opposite directions and you go nowhere.
This comes in common forms, like companies that tout innovation and creativity, yet stick to a corporate blue because it won't offend anybody. Or the companies who claim to be different but choose to speak and act like their already successful competitors.
What would have been an otherwise inventive and distinct brand is torn in half by a lack of commitment.
Rather than trying to be everything, be something.
Personified villains have hilariously made an impact on advertising. Think of character's like Mayhem, the chaos-curating nemesis of Allstate Insurance and their members. Or Mr. Mucus, the scumbag jabronie who gets his ass kicked by Mucinex on the regular.
What's the point here?
Your audience is your hero and heroes do their best when they fight a villain. This villain stands for everything your hero doesn't, they are at ends with each other. If you can identify this villain, you can give your hero tools to defeat them (products, services, training, etc.).
Who is your villain?