Form tangible goals with proper analysis of the business objectives, competitor overviews, current user pain points, and understand what the ideal success story looks like.
Lean yes, but clean and mean. Practices as they are related to dileverables don't neccessarly turn products into commodities.They need to be used and tested.
User interfaces should be reflective of your brand but equally adhere to measured successful intraction models and platforms. A modern UI isn't about following current trends as it should instead be measured by user enlightment and clear objectives.
What does measureable success look like? Happy customers who enbrace your brand with further engagement and equally enjoy using your systems.