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Understand the competitive enviroment is the first "must" learning that every brand have to get before put in action.
Identify its closer competitors to defeat them making its own place on the market with innovation in multiple ways.
Walk into the consumer's reality is the second priority task; feel the day by day of the right customer segment target to reach, to find the right "excuse" to influence in their cotidianity.
Who are the people that your brand's add value gives to them benefits, solutions? What trigger in them the impulse to adquire my products or service?, How I ought to deal with them to enhance my brand's user experience (UX)?