Nobody reads ads. People read what interests them, and sometimes it’s an ad.
A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.
In advertising, not to be different is virtually suicidal.
Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.
Make it simple. Make it memorable. Make it inviting to look at.