There is no factory reset on the Photon.
This "success" report is not to be trusted, you can throw any .bin
file (even a pure text file) at the device with that command and you will always get a success.
Rather try particle flash --usb firmware.bin
in DFU Mode (blinking yellow).
That indicates you are not targetting the correct devices.
In Particle Build you will find a SIGNAL button under your device details to check wheter or not you are actually targetting the correct device.
If you are, your device should show a rainbow pattern on the RGB LED.
And there is a very specific reason why I asked for this
Without that I won't be able to help any further (and others will have difficulties too).