How to Brand an SEO Firm?

The answers to this question might be helpful to others, so please share your ideas and thoughts!

Does anyone have any good ideas on how to brand an SEO firm? Other than excellent customer service and good rankings, how can an SEO firm stand out? How can one make an emotional connection?

Take Hubspot for example, everyone seems to love them (for the most part). They offer educational webinars and ebooks in an effort to win your trust and create a relationship with their audience. Besides that, what other ways are their to make a connection with potential customers/clients?

Picking a brandable, catchy name is a huge part of it.
If Facebook was called "SocialNetworkingSite.com" it wouldn't be nearly as big as it is now. We don't need any more "...SEO.com"

Try to do something differently from everyone else. Don't go out and buy or download a SEO website theme. Make your own or pay for one, and make it unique.
Take CPA Tank for example. They made their site and signup process feel like you're signing up for the army. It's unique and memorable.

Wow, cpa tank is pretty cool! Definitely memorable.