What one sentence would you like people to use to describe your business? When they tell others what do you want them to say? Will they only remember that it's a women's clothing store or you're a massage therapist or a life coach or will they tell what makes you different, too? If they used your products or services, this could be a referral for you and mean money!
There is a woman who comes out to one of the networking groups I attend and she calls herself "The Belly Dancing Therapist". Do I remember her? You bet I do. I've been to a dessert restaurant a couple of times (I LOVE dessert). It's called "Chocolate Heaven". The food is good and the service is friendly and prompt. Do I remember the name and tell others to go there? Yes, I do.
Both of these are examples of how "branding" yourself and choosing a niche market are useful things to do. I refer many people to both of these and tell people EXACTLY what the owners want me to say when describing them.
How are you different? How do people describe your business?