There is nothing as fulfilling as being able to see something —literally anything— and say: "huh, this reminds me of X". It means X has a distinct personality, that it is rememberable, and recognizable in other stuff that is not theirs —or, also, that you are in love with X, but let's not think about that scenario—. That, to be able to translate your personality to your product and beyond, should always be a must when thinking and doing a project, don't you think? At first glance it may sound obvious, but take a look at a few websites from your business' area and you might find out that they look eerily similar. So, where's the personality? the uniqueness behind it?
Your personality might be transferable via design. Perhaps you like a minimalist approach to things; perhaps it's more baroque. You could convert those likes in the way your website or UI works, in the font you choose to display text, the logo, and even the name of the brand or project.
Maybe it doesn't show graphically but, like with me, through words. Maybe you don't want your endeavor to feel uptight and rigid, so you are a bit more casual and approachable with the texts. But who knows, your whole thing could be a detached, almost robotic language that helps convey what you do in your business —you know, that… robot BDSM startup that's just waiting to happen. I don't know…could be, right?
It is possible that the innovation itself is the one that speaks for you. And that would be very cool. Awesome, in fact, because it means you have something completely unique to you. But just bear in mind that as soon as your product launches, copycats will appear, and people might not know who came first or who has the best project, and go instead to 'the one that looks/sounds/seems cooler'. Just sayin'.
And I'm just sayin' because, sure, there are a lot of suggestions online that —don't get me wrong, are very useful— but in certain occasions they might stifle your creativity, likes and personality. And that renders your project into just another one in the infinite sea of digital endeavors.
This absolutely does not mean you should go against the tide just for the sake of it. But every once in a while you could trust your gut. Sometimes it might coincide with the trends —after all, you don't live and create in a vacuum—, and sometimes it won't. Evaluate where can you make those compromises and where should your personality shine via your project, and it might, it MIGHT, benefit your business in ways you didn't imagine. All because people saw something (someone?) behind that ad, or button, or whatever, and not just mindless rules of marketing displayed the way they always have.