To build a great brand, you MUST focus on connecting the 3 elements that make up the foundation of great brands.
When positioning and communicating your product/service/offer, you should consider:
The MIND. (there are practical reasons for someone to choose your brand. what are they?)
The HEART. (humans are sentimental. what sentiments do you connect to?)
The LIFESTYLE. (what's happening in the world that is fresh, and which you can align with?)
Combine all 3 of these factors and communicate them in a unique, concise message.
Then do great things that make them come to life!
You'll be on your way to building a brand that is refreshing and new!