Your market decides if you’re worthy of a brand or whether you’re just another product they’ll use until something better comes along. Your job is to focus on positioning. You can position your product in such a way to deliver maximum value to your market. This includes the story you tell, your identifying logo or mark, how well your product or service performs, and how well you support customers in reaching their goals. The better you do this, the more different you are from your competitors, and the more consistent you are, the more likely a customer will elevate your status from ‘just another product I use’ to a trusted brand.