Branding can be equated to reputation. It's that gut feeling your customers feel about you. It's an emotion. You have no control over that, you can only influence it.
Your brand should not be about "selling a good cup of coffee, but selling a great coffee experience". That translates to coffee bean quality, using pure water, grounding correctly and brewing at the right temperature. It's finding the science that turns a product into an experience.
The best way to strengthen a brand is introduce a new category, as that puts your brand as the leader of this category. People care more about a new category than a new brand. For example, Swiffer created a new category of floor cleaners and Domino's created a new category of fast pizza delivery and Prince created a new category of oversized racquets.