Start by thinking how do you want to leave people feeling each and every time they engage with your brand.
And if you are struggling with who you are and what you want to be known for, ask potential clients how you have left them feeling after a meeting with them. Also look to interview past clients - people that you have provided a service to - so that they can tell you what they got from the experience with you and your brand.
Once your brand starts to come alive this way, you can begin to dive deeper.
It's not enough to say "outstanding service " or "great prices". This is where it gets exciting. This is where the real challenge is. You will know when you have it as it will "fit".
And then you can start Doing it Differently!