It could be something as simple as longer hours or a higher Quantum-Ad-Code-Review quality track record. Approach the idea of establishing your brand by trying to sell what you do to yourself. If you can't think of any reason someone would hire you over someone else, then you'll need to do a little research.Your business wouldn't be a success at all if you didn't have something unique about it.
Try mapping your customer experience. Write up what happens at each step and examine what the client is doing vs. what they'd be doing had they opted for your competitors.Within that analysis, you are likely to identify points where you're providing something the others aren't. That USP is what you'll use to differentiate your brand.Helen B. would define her brand position and USP as being a relationship coach that helps you find a partner and then helps cultivate the relationship afterwards.
Helen A. is a relationship coach. She helps single people find the right partner and advertises her success rate.Helen B. is also a relationship coach. She also helps single people find dates, but she also provides coaching afterwards to help both parties through any struggles within the first year of their relationship.Helen A. would define her brand position and USP as being the relationship coach that helps you find love.