"Make it bland, forget the branding, and focus on the offering" is what I told a client of mine not too long ago. Why? Cuz the start-up they were working on needed to focus on the back-end functionality and offering to 'tempt' potential investors.
After several meeting of figuring out who they were, their competition, their business model, strategy, and offering – it became apparent that in this singular instance, the brand was actually the last thing they should focus on. Potential investors might be 'impressed' by a user-friendly look&feel, but the thing that was going to sell the idea was the actual functionality and how it operationally was different from everything else in the market.
So. What do you do? You focus on the back-end, create a beta-site that shows the UX and make the brand as un-memorable as possible. Make it bland. Make them NOT remember a 'bad' brand or a brand at all and let them focus on the amazing services and functionalities that will get end-users excited about... well... signing on.
We basically said – don't hire us. At least. Not just yet.
Focus on the what's inside the wrapper. Start by defining the product, get interest from investors, sell the idea of the product, then let's make that wrapper amazing. Then we'll create something that enhances your product and we'll define the Brand.
But for now, bland is better.