A brand is the name, symbols, feelings, associations, and other features that distinguish you from your competitors. It sets you apart from the rest of the pack, and yes, you DO want to stand out!
Brand features are style choices (see below) that are curated to enhance their experience with you and your brand. These choices are to attract and speak to your ideal client.
In other words, what's the kind of experience you're offering to your ideal client?
This is the type if person you're ideally going to attract. It can be a favorite client, or someone imaginary.
What's their age, location, interests, education level, career, what stores do they love, do they have kids, pets, and eating habits do they have? Why are they they best fit for your business?
You want to speak to them and their problems that you potentially solve with your business! And get as specific as you can!