Branding is really about the user of the product. How do you want them to regard the product and your company? What will your relationship be with your customer? Considering who is using the product can help determine how to best build a product and your brand. Remember to be authentic to yourself and the customer will join you.
We want things to look good and be captivating, but great design will not be recognized. Thinking about the interaction is most important.
Consider when you walk into an unfamiliar room and open the door, reaching out for the light switch with no thought and a light turns on. That light switch placement was well thought out and designed to function as expected. This is what we do for design, whether for web, print or other media.