Nobody cares. Harsh, but true. None of your users care about your brand. They care about what your product or service lets them do. They care about how your product improves their lives, enhances their productivity, and so on. The experience of your product is your brand — and it shouldn’t be designed by a marketing team, but by UX people.

https://blog.willgrant.org/2018/03/13/brands-are-bulls-t.html