What are you afraid of? Are you afraid of your brand being too 'out there'? Well, don't be. The only ideas human beings register are ones that are new and aligned with their worldview. If you have a particular worldview, it's likely someone else does too.
Think of all the brands you don't register, the ones that float by in the electronic ether. They don't even make it into your thinky processor because they don't stand for anything. And in that way, they don't stand out. A story combined with authenticity is a story more likely to be shared over time. If you're authentic, all the details line up.
Also? Think of all the brands you notice but are inauthentic or gross: the cleaning product commercials that only show women cleaning; the sugary cereal company attempting to make eating simple carbs a feminist activity: http://www.independent.co.uk/life-style/special-k-advert-feminist-eating-fail-kellog-cereal-babies-marathons-twitter-a7757871.html You know, because they really understand the crap women deal with every day.
Stand out to get noticed? Yes. But more importantly: STAND TRUE TO YOU.