Being a Carrier of a Brand.
Every great brand either is about a person or about an idea. The best brands are about both. Instead of trying to sell your product or focus on marketing the advantages of your service, start with developing the narrative of why you are doing what you do. Everyone has a story and consumers relate to authenticity. If you are able to tell your story and weave your product & service into that narrative to explain why you are trying to make people's lives better with your business, then you will not only sell product but you will develop a culture of people who are passionately in love with you and your business.
BE YOUR BUSINESS.