Here's three steps to get you started:
#1: Understand your Brand
As we go through this process, we want our brand to be a blend of our family owned, community loving reputation mixed with the totally modern and evolving business that we now are, constantly keeping abreast of new marketing techniques. We're a business that gives to the community constantly and do their best for the clients. We know who we are in that way, and it'll help if you can figure out what your brand is.
#2: Fill your Business with your Brand
Teach your employees what you are and what you stand for. Make the documents in your business match this brand. Going for modern? Use sans-serif fonts or documents. Going for a trusted traditional look? Use serif. Mold your language around it. Traditional=polite and tactful. Modern=polite and direct.
Stop practices that go against this brand. Your goal is to make every facet of your brand fit with this identity.
#3: Spread and Share your Brand
Put it on your menus, leave cardboard explanations on your counter saying what you stand for, put it on your website and social media, speak to your customers about it, put it on your receipts. Do anything you can to show people what you are and what you stand for.
Not only will this help get customers on your side, but it'll help you feel more belief in your own company. Good luck, you can do it, and don't hesitate to call if you could use some advice!