What makes you different from others in your same field? What are you doing to set yourself apart from a multitude of like businesses? If you aren't establishing an image for your business, others will surely be quick to do it for you. Stop this before it happens because it might be the identity that you don't want for yourself, in other words, an identity that doesn't portray who you are and what you do.
Your goal is to distinguish yourself from others in your same field, those who do what you do. Make sure you boast your talents and establish your reputation yourself. This will make the difference in how successful you are.
Reinforcing and practicing brand consistency will get you the positive response you want from people. As they hear your name, they will learn to trust your brand, and trust builds customer loyalty.
Start to build you brand one step at a time. Start with a professional image, your packaging and correspondence will make all the difference.
Brand yourself before someone else does.