1. Find What Works and is Popular Already
In your business, keep an eye on analytics. Track what is popular. What is your most popular sandwich? What approach are people most receptive to? Which of your employees or yourself might have the best way of talking to your customers and increasing sales?
Find this, what's already working whether you realize or not, and go with it. Feature that a bit more. Play to your strengths.
2. Keep Things Familiar
So what does this mean for you? It means taking the thing that is already popular (from Step 1) and keeping it familiar. If you want to change up your business a bit, keep that the same. If your want to add new offerings, keep it similar to the best parts of what you found was popular. Painting a new office, using similar packaging, having the same welcoming answer to your phone every time.
Make it so that there are things that gives you an identity and they recognize and like. This is your brand.
3. Don't be Afraid to Change Things a Little...
Don't allow your brand and tests to hold you back. Keep the little things, but don't be afraid to try something bold and new. If it worked for Star Wars, it just may work for you!