Your competitors are one scroll away, so it pays to know the one sentence only your shop can say. If it could hang on your competitor's wall just as easily as yours, it isn't yours yet.
It took me more than one try with my own business. Where I landed is that at Rendered, the brand, the marketing, the website, and the tools behind it are all made by the same hands. Yours won't sound anything like mine, and that's the point. Every place a customer meets you should agree, because consistency is what trust looks like from the outside. Piece five of ten.
The whole talk, as video and as audio: https://markheinz.com/notes/the-whole-picture