How Do I Import Product Features With The New Advanced Product Import?

I created a preset and in the "Fields mapping" tab I map all my columns, including my product feature column where I select my product feature from the list (which is pretty cool, btw), then hit import. But when I check my product, it did not change the "Brand".

I tried changing the csv value in the column to "Brand: E[My Brand]" or even just "My Brand" and it still doesn't work.

How are you supposed to do it exactly?

Edit: So apparently when you select one of the features under the "Features" bolded menu item, it's actually adding a feature variant instead. I thought it would change the value of that product's feature. Is the only way to change a specific feature value is to make sure you have all of the them in the csv column?