Research your target market and your competitors. Research your product or service and take note of the competitors that come up. Carry out surveys on your target market to find out which brands they buy from, relating to your product or service. Find out who your "lowest hanging fruit" customers are - the ones you could most easily sell to. Find out who your high-level competitors are - the brands that are established and well known in the market. How your target market speaks and their interests. The way they express themselves will give you an idea of how to effectively market yourself. It's very important to have a clear understanding of these points before moving forward. This is what will help you determine what your brand should focus on and how it can position itself from the competition.