You’re no longer competing with other brands and their products. You’re competing for attention. Over the millennia, there’s only been one solution that really sticks: story.
It starts with your unique identity. Second, what do you help people be more capable of? Capability is what people will know you for first. Finally, how well do you communicate your message? The clarity of your message comes from how well you know who you are, what you’re about, how you help others, and who you help.