I recently heard a very interesting philosophy by Simon Sinek on great leaders (and how it applies to branding).
The philosophy: People buy your products/vision because they believe what you believe.
The principle is that people do not buy products for features and benefits but for the core beliefs of the brand and why they make products. Tivo was used as an example because it was a commercial failure. Their advertising just spoke about features and benefits but never tried to connect with end users with their beliefs. One belief would be: Are you someone who likes having total control of their life? Then try Tivo because that is what we’re in the business of.
So the question to you: what do you believe in? What do people who identify with your brand believe in?
If you don’t know – then it is time to do some soul searching!