In marketing, it sometimes helps to frame yourself based on what you are not (or at least how you do not want to be perceived). For example:
“You know those contractors who never get back to you? And don’t show up when they say they will? And don’t finish the job on time?
Yeah, we don’t like them either, which is why we at HammerTime are different. We return telephone calls within two hours, show up when we say we will, and finish on time.
HammerTime. We’re on time. Every time.”
How do you frame yourself?