Products are human
You might have heard branding is the colour of your logo and the words that describe your product or company. That is correct. Just like the colour of your hair and your name are one of the ways to describe who you are.
But is this really what defines us? What separates us from the other people?
Only on a superstitious level. The colour of your hair is not going to make someone like you, just as the colour of your logo is probably irrelevant to the consumer. (Let me know if you signed up for Facebook, Twitter and LinkedIn because they all have blue logos.)
We might have control over the external traits and they might seem important because they are visible, but it really is the internal traits that matter. The trustworthiness, the quality of though and work, the care for the people, the principles, the internal beauty.
And the only way your product can show this is by living it.
When you are who you say you are, branding takes care of itself.