“Service,” “people” and “community” are interesting things to map out on the ‘Antes vs. Drivers’ grid:

http://cuesskybox.typepad.com/nexus_connection/2008/08/antes-vs-driver.html

The key to branding is finding points of differentiation that have maximum relevance to the target audience. If everyone is saying the same thing — like “service,” for instance — then it isn’t differentiated. It doesn’t matter how relevant it might be.