Making yourself stand out gets you noticed. If you can deliver the goods, and also create something worth talking about, then word of mouth spreads. I ran into a restaurant in Maryland that took this idea and exploited it in a fun way.
As you build your brand online, be sure that you do it on foundations that you own and have control over. The last thing you want to do is find that you have built in a spot where things could shift and topple your business.