Ask HN: How to do branding as a non-designer?

I would like to go through a branding exercise for an idea to understand things like: voice, values, messaging, styling, etc, but I don’t have any prior UI/UX designer experience to figure out where to start. To be honest, I’m mostly a technical person so I have never really had to think about this side of an idea before.

Any resources, advice, or insights would be much appreciated for a total amateur like myself.