The second most important part of branding (after having a product/service that is actually worthwhile) is emotion.
People don't buy for features.
People don't buy for price.
People buy because of how it makes them feel about themselves.
If you look at the top ads for the year in this Advertising Age article, the one commonality was the use of warm and fuzzy emotional appeal in the ads.
If you can't make an emotional connection with your audience (our product/service will make your life better) then you can not develop a relationship with them that will result in their loyalty and advocacy of your brand.