Narrow before you broaden
A new brand claiming breadth is invisible. A new brand owning one specific problem is findable. Choose the narrowest category you can credibly lead and accept that you will look smaller for a year.
You can widen later from a position of being known for something. You cannot narrow from being known for nothing.
Make the description identical everywhere
Same category phrase on your homepage, your schema, your LinkedIn, your directory listings and in every pitch. Search engines and language models are both trying to resolve you to an entity, and inconsistency prevents that.
Write the sentence once, then police it.
Get it said by other people
Coverage, reviews, listicles, podcasts, quotes in trade press. Every independent source repeating your description strengthens the association. This is the slow part and there is no shortcut, which is why most brands skip it and stay invisible.