What are you willing or able to do that the other guy isn't willing or able to do?  What do you know that your competition doesn't know?  Do you have expertise they don't have?  Do you perform a service they don't perform?  Do you have skills they don't possess?  Maybe your differentiator is your incredible level of personal attention.  That's fine.  But prove it.  I can choose you based on any of those differentiators.

In the movie Jerry Maguire, the great line that everyone remembers is "Show me the money!"  Don't tell me what a great job you'll do.  Prove it.  Stop promising and start delivering.  Jerry Seinfeld once said that after he ended his phenomenally successful television show, whenever he performed live, he had about five minutes of grace from an audience, only because he was the famous Jerry Seinfeld.  But after five minutes, he had to be funny.  Nobody cared how funny his television show used to be as they sat in a nightclub or concert hall having paid money to be entertained.  He had to deliver the goods.

It's no different with your business.  We have to deliver the goods every day, day after day.  Many people think that building a great brand, be it for a bank, a hospital, a university, or any other endeavor, is a matter of telling a great story.  It's not.  You build great brands based on great performance, not great stories or advertising.  Focus on creating results for your customers and you'll quite naturally build a great brand for yourself.