What do the top players in commerce have in common? It’s not just their products that set them ahead of the pack. Instead, it’s their brands that have taken up valuable real estate in the marketplace. A sneaker is just a sneaker in most cases, but when it’s a Nike sneaker, it suddenly means a lot more to the average consumer.

As a startup, you’ve got a lot on your plate. You’re trying to refine your idea that’s going to change the world. You’re trying to find your place in the marketplace, both locally and on the Internet. And the bigger you get, the more growing pains you’re going to encounter. The startup life is a rewarding life, but it’s certainly a taxing one.

Life as a challenger brand can be a bit of a catch-22 at times. You’re constantly compared to your competition, yet you do everything you can to stand out from the big guys. You rally against the market leaders and take pride in being the little guy, but you’d love to be at the top of the food chain. You’re involved in this “me against the world” struggle against large corporations, but you know you can’t close the gap without some help from the outside.

Marketing is often equated with the promotion and sale of goods and services. But to really get people to fall in love with your company, it’s your brand that should be the focus of your marketing.

Most marketers know that customers are looking for that unexplainable thing that connects them to a brand. Nobody wants to buy from a boring company, no matter how great the product. However, brand personality is something that entrepreneurs and business owners often overlook.

San Francisco is the thirteenth-largest city in the United States, with a cost of living that’s 60 percent higher than average. In other words, there are a lot of people to market to, and a lot of businesses vying for the patronage of those consumers.

You only get one chance at making a good impression. And you never know who’s seeking you out for the first time. If there’s even one bad review on the Internet, it might be enough to convince someone on the fence to check out a different company.

Challenger brands often face a stacked deck. They have to maximize their limited resources, and they have to make the most of every opportunity. Fortunately, when it comes to celebrity endorsements, it’s a level playing field. And while the bigger companies may be able to throw more money at celebrities, you have the ultimate opportunity to make an impression by wowing an individual with tremendous influence.