Communicate your brand clearly to your customers. Keep it simple. Use the fewest words possible. Strive to differentiate your brand from your competition. In a crowded market, it is important to make sure that you strive for differentiation to set your services apart from others. This applies to what you offer, how you offer it, and everything you do to communicate your brand promise. As an exercise consider some of the more well-known and successful brands. Most likely, you could see even a portion of their name or logo and you would know much more about that company. (Think of Coca-Cola, Nike, Starbucks, McDonalds, and others.) These companies have invested much effort to define and communicate their brands to help make them recognizable and memorable to many people. You can do the same in your market with your brand. A great book that will provide many great examples and helpful tools for defining your brand is Blue Ocean Strategy, by W. Chan Kim. This is an excellent and fun resource that will help any business.