By constantly and consistently communicating your brand differences. Who you are and what you do is equally as important as the product you sell. The benefits of brand name recognition can mean a significant amount of very profitable sales from referrals or repeat business. It can be the better incentive to buy. It creates and supports quality perceptions and even greater margins.
Brand building is company building too.
Your employees and associates can be your best marketing tools. If your people believe in the company behind the product, the product will be better. Then sales will increase. Employees will earn more. They'll then spend more, the economy will improve and the world will be a better place.