There’s no secret formula or magic potion, in fact the first rule of branding and marketing is often overlooked: “Keep your positioning.”
If you say you’re open every day 24/7, do so. Every day.
If you say friendly skies and friendly service, globally, make it so.
If provide the most affordable kitchen appliances to cost-conscious customers, but then circumstances or priorities change, well then, invest to change them back. If you can’t change them back, then tell the truth, practice square business and mean it.
To have a bigger brand? Make your positioning bigger.