There is a lot of focus on brand storytelling and on "purpose brands" but not enough on Brand Style.
Brand Style is not the way a brand looks or even feels. It's not really about the product or even the problem you are solving - it goes deeper then that.
The Brand Style is the unmistakable qualities of your brand. It's the parts that people can see and feel with a blindfold on.
It's these brand elements of true distinction that come from this authenticity and transparency. It's this certain way of being in the world that no one else can copy because it is coming from the true heart of a company.
Humans buy from other humans. As soon as you understand that, you realize that the more human you make your own company - the more luck you will have with influencing them with your brand.