It is all about branding. Think about it. How many shoes are there on the market? A lot! How many of those shoes are athletic shoes that pretty much all follow a similar basic style? Again, a lot! Now how many of those shoes make their companies a fortune because of branding? Not a whole lot. There are top brands and top sellers in each brand. If you use something such as QC marketing to brand your products or services, you stand apart from every other company offering the same thing you are offering.
There are a lot of plumbers out there. A lot of dentists and photographers too. In fact, there are a lot of any kind of product or service out there. You want to brand yourself to stand apart from everyone else no matter how similar or different you actually are. Branding allows you to associate your company in the minds of your customers. It brings people back to you for repeat buying if you satisfied their needs.
You could literally take the identical kind of candy, based on the ingredients, and reshape and repackage it to appear as two different brands. Think of cough drops, hard candies and lozenges. Cough drops would be a great example. Pick a menthol cough drop. You know, the ones that are translucent and have menthol. The square ones in a small package are practically iconic for a brand. What about the ones that show those guys playing the long horns? Yes, you recognize them. Now you need to think that way when it comes to your branding.
You need to control everything from product sizes to shapes to coloring and packaging. Consider textures, font sizes, images. Consider it all. If you are providing a service, try a mascot. It is working wonders for a car insurance company. More than one actually. Make your brand personal and set it apart from the others.