Differentiate yourself so much that the market can’t confuse you with everyone else in your industry. Make a definite distinction between you and anyone else who claims to do what you do.
Make what you do so unique that your competitors would have to think WAAAYYY outside of the box to beat you.
Be so unique that you are the only one who does what you do. There is only one Facebook; one Starbucks; one Ferrari; one Best Buy; one Netflix; one Oreo(actually they come in a pack); one Amazon; one Google; one Microsoft; etc.
Your goal should be to become so distinct that no one could be you, or do what you do EXCEPT YOU!