If you say anything about service and customer focus, you have answered the question, because a hundred other brands stand for that. If you are what others are, then there's nothing here to own or protect or build upon.
Compared to what? compared to all those that you compete with for attention, for commerce, for donations and for employees, what do you stand for? Are you one of a kind or even one in a million?
Make a list of the differences and the extremes and start with that. A brand that stands for what all brands stand for for stands for nothing much.
