the idea is to get something the other servers do not have in order to make yours original(anyone can download a database and just call it a new server and most do)
and in these cases it would depend strictly on what players join your server and how they interact with you and your staff mostly that will decide if your server does well or not....
the way around this is to design some things yourself make some new quests, edit the design on your casuals, edit your client, edit your pets and add ones other people dont have, make new monsters build new cities, make new maps, insert a new class or weapon type, etc... these are just a few of the ways some people have managed to make their server original.. unfortunately though most people who are working on something will not give out their ideas freely until after they have tried them and used them on their own server.. so dont get discouraged if not too many people reply with ideas for you that are new, it just means you will have to be creative and think up some things yourself that no one else has..... long story short the more things you add or edit to something other than what they are to begin with the more people will like your server because it is different

good luck in your search and if you are looking for ideas you can look here and see what some other people have done and it might help get things going