Many times when a company has established a stronghold in a marketplace, the competition starts to copy the same type of advertising campaign. If the competition has a major jump on you in their advertising program where they are outspending you and were faster to the market on the advertising concept, your hard earned dollars will only serve to expand the public's awareness of the competition's brand. The public will think of your competition who was first and who has already occupied the public's mind. Remember being first or unique in the public's mind is one of the key concepts to developing strong brand recognition. If you can't be first, then be different or unique.
Originality can be the key to gaining the public's recognition.
Survey the competition in your locale and outside of your area to create some ideas. Borrow and improve upon advertising concepts from companies not in your same type of business. When you see an advertising program you find interesting or you think effective, keep it in mind for your business for some time in the future. After finding what makes you stand out from your competition, use that key difference or uniqueness to build your branding platform around. Create, if you can, or hire out a company to develop your strategy and promote, promote, promote.