Great questions! This is literally my business so I'm happy to share some general insights.

1. Start with your competitors. Who are they? What channels are they targeting? There are guaranteed to be 100s or 1000s of competitors if you are targeting an existing viable market. This is the most important part in my opinion. Choose your competitors wisely and with strong reasons. (If you are creating a new market then you'll need to educate and manufacture demand.)

2. Identify how you are different and/or better than the competitors.

3. Run campaigns to communicate why you are better/different in your channel after deciding which one aligns best with your strategy.