Donald Miller's Building a Story Brand detailed the idea that all of life is like a story. There is a hero, there is a villain, there is a problem, and there is a guide who helps the hero defeat the villain and solve the problem. Can you guess which one your software product is?
That's right. The guide. You are a trusted advisor who has found a way to something better. Now you offer resources, knowledge, and tools to help your user (the hero) achieve the same.
Think Obi-Wan Kenobi, Gandalf, Alfred Pennyworth. These folks have abilities and offer support emotionally and with resources. People love them because they give and share the best parts of themselves with the world so that others can be better.
Your software must do the same. Guide your heroes to be better.
Creating brand personalities is hard. In fact, I rarely create one from scratch because of it.
Why? Because it's easier and more effective to look at authentic personalities that already exist, win people over, and copy them.
You can do this by thinking of movie characters, authors, influential thinkers, musicians, etc. Point is, your brand's soul is out there, you just have to find it and steal it.
Be seen as a replaceable commodity.
Look and feel incoherent and unworthy of success.
Aimlessness. Without defining your purpose, vision, and mission, your actions will fall by the wayside.
Can you afford to be brandless?