A brand exists within a pre-existing pool of industrial competitors. Whether it be a small business or a larger one, everyone makes a statement. It’s about crafting an image weaved with a palette of a unique feeling that distinguishes one brand from the next. If it is unique and compelling to you, and polished well enough for others to share in that enjoyment, there will be more that follow suit. In terms of aesthetic, I’d probably focus on creating a color palette first and foremost.