Brand a service

What are services - educational institute, hotel, airline, hospital, car cleaning and so on. How to identify a service - cannot be touched but can be felt / experienced, cannot be physically preserved like a pen but has an effect e.g. a hair styling service or say an educational institute

How do you brand something like this?

1. What are your values? oops! big word - what would you rather be caught doing when the head lights are on your brand? When in doubt, go for being  "trustworthy and reliable" . When in an out of the box mood go for "being bold". Fill this up I would like to do my business in a _______ manner / I would rather be known as a _________ brand.
2. Communicate relevantly - do your clients care about your values? If you don't know, find out what's relevant to them and see if you can shape up accordingly. If they do care about the way you do your business, talk to them. 
3. Remind at the right time - when do you think about laundry service? When you're facing a stubborn stain. Invest your efforts in identifying these moments in your client's life and be a part of their life. 
4. Deliver - your clients should be able to answer these :  XYZ inc does its business in a ______ manner / is a ______ company. XYZ is relevant to me because _______ 
5. Celebrate credentials - make your clients talk about you, talk to others about what they're saying about you and your work - do noteworthy work and talk about it.