Though your branding should always be a reflection of your business, you must also think about what your customers want to see from you. Exceptional branding finds a middle ground between what customers expect to see and the unique take you are bringing to your chosen market or industry.
But branding goes further than a name and a logo. You need to think of your brand as another person in the room. What tone of voice would they have? How would they choose to communicate certain ideas? Where does their consistency lie - and where do they break the rules?
Modern businesses are now targeting much smaller and more refined markets than ever before so taking a nuanced approach to branding only makes sense. The more you know about your target audience and business, the more relatable your brand will become.