Tell your Story & Create an Image
Through branding, create an image or visual of what your product stands for that goes beyond your product benefits. Every time you pass a McDonalds, you know the Golden Arches stands for inexpensive fast food, clean building, and consistent tasting food. This is your expectation created from decades of marketing and advertising.
Every organization has a story to tell.
Focus less on the features and more on the benefits. Answer the question, how did we solve your problem? While branding value includes the tangible benefits, such as safety, convenience or quality, they should also address intangible benefits such as trust, transparency, and expectations.