Brand = Personality.
Substitute the latter for the former and everything will make sense.
Personality is the basis for how you talk (copywriting), how you dress (design), and how you act (business conduct / PR).
Your company’s personality should match the personality of the person/company that your target audience wishes to be.
The act of using your product is an expression of your customers’ own personalities.
Branding is about embodying the ideals that your customers wish to express.