How to make your design stand out in case of generic and overused brand names?

Say I have a client who has a burger joint, John's Burger Joint. How do I make their identity (logo, typeface etc) stand out from thousands of burger joints that already have a burger icon in their logo? In other words, what Design decisions make an identity unique in common/over-used fields?

PS: I'm a newbie in Design and just wanted to discuss this, sorry if it is not the right place.

Great design resource

100 Things Every Designer Needs to Know About People (Voices That Matter) Submitted May 22, 2018 at 02:17PM by jsks1 https://ift.tt/2kdoPJk