It doesn't seem like your question has really been answered, so let me try.
Branding a service is really the same as branding a product. You have to start be understanding your prospective clients/customers, the competitive landscape, and what about your service is most important or valuable to your prospects.
With the above complete, you then have to *position* your company, product or service. In other words, where to you fit within the competitive landscape? What is unique, better, different about your offering? From the answers to these questions, you can then start to develop the brand strategy. A brand, after all, is a unique promise of quality. It is something that must clearly differentiate you from your competitors.
It is imperative that the proposed branding is completely in synch with the company's core values and how it does business, because the client's or customer's experience must match your brand promise. If it doesn't, it can be devastating to your company's image.
This is just a basic description of branding. Once you know the brand image you want to communicate, THEN you can implement some of the marketing suggestions others have provided.
I hope this helps.