Panjak frames this very well across his points.

I'd like to offer some additional context on 2 points that, from my experience, I believe are essential in today's market -

* Strong Value Proposition
This is a critical pillar in developing your brand that should not be overlooked.
The emotional side (the right brain) of your customers should be equally engaged along with the rational decision making. Why? This is where you can become more than a brand or a product, and hold additional value that is harder to let go of - without it, switching brands for reasons such as price become more difficult. We naturally tend to focus on 'us' and our product, but focusing also on the emotional aspects for the customer is just as important in your value proposition

*Sustainability
Don't just have sustainability credentials, do it for real. Be true and don't pad the truth or just tick a box because its a requirement. Never greenwash. People will come to know the truth and the impact can be irreversible. The more we start to live the impact of climate change, the more your actions will matter and be scrutinised. This is not an area to fudge with. Make it genuine and intrinsic to how your company operates, including suppliers.