Actually, brand is just a name. What people remember is on good your products are. Marketing and branding are just the next things that you have to think of. Make the most of your product and market it later and let the people like your branding. There is so much competition in all of the niches in the market, very competitive and tough. That's why you have to stand out and be able to absorb that. Because whoever stands the most, makes the most with the market that they are targeting. Competitions are normal but don't let ever make your price cheaper, don't start a price war.