The brand is not what you say it is, it's what they say it is. Thank you Marty Neumeier.
Brands exists in the hearts and minds of customers. If you want your startup to be impactful and leave a legacy, you must accept the fact that you are not the focus.
Can you imagine in Star Wars was all about Yoda? We'd be bored stiff. Yoda already has the answers, there's no story there. No change to watch unfold. Luke Skywalker? That guy has a lot of stuff to work out. That's your customer. Focus on them.
You stare at a wrinkly grey wall from one inch away. You can see every porous cavity, every abrasion, every molecule, but you cannot see the whole thing.
Is it cement? Is it brick? You don't know. Why? Because you cannot see the whole thing in context, you can only see tiny details.
You move back five feet and realize you were staring at an elephant. What's the point?
Details are important in branding, but failing to provide context is a recipe for confusing customers. You need to give them a bigger picture first instead of bombarding them with details like price, features, etc.
When the Superman comics were first introduced in 1938, the hero was a success. Mainly because no such concept had been created or seen before. Superman represented humans in an ideal form, without fault and with extraordinary abilities. However, after a couple issues, you get kinda bored seeing him win all the time, it's as if there isn't anything worth challenging him on.
10 years later, the writers of Superman introduced kryptonite, the only material substance known to weaken Superman. This single foil within the character kept the series alive and gave him something to wrestle with. It made him more human and therefore more relatable.
The point is this, as a startup, you will have an urge to puff up your chest and broadcast yourself as impervious. Apart this being false, it makes it impossible for other humans to connect with you. Do a good job, strive for greatness, but never shy away from your imperfections. Your kryptonite is what makes people love you.