Business vs Brand

The core of creating a business is to create a brand.

Businesses survive. Brands thrive.

Without a brand, you can't duplicate. Without a brand, you will struggle in price war. Without a brand, you will struggle to survive, and never have an opportunity to thrive. Think about Starbucks Coffee. Is its coffee the best coffee in the world, doubtful, probably not, but they have the strongest coffee brand, it thrives not because it has the best coffee in the world, but because it has the strongest coffee shop brand in the world.

Your price doesn't have to be the lowest,  and you don't have to satisfy all people in the market, you need to invent some great benefits that can differentiate you from your competitors' products. You can choose to satisfy part of the customer base. Expensive products or cheap products, all have their respective buyers.