I.think the first way a brand makes themselves different is by their product it has to be something different and stands out above others and competitors. I think the presentation of the product and presentation to the consumers also matters as well. Both must be clean, grab the consumers attention more specifically your targeted audience, and you can do that by whose in your commercials, the way you present the product, and the platforms used to promote. A brand that does well today for example is fashion Nova This is a clothing brand targeted to younger women, and they continue to reach their target audience by their product obviously but also presentation. The brand started off and continues to use instagram models to model their clothes which continues to get to their target audience because young women see that and go I want to look like that, and buy the product.