You must know your competition in and out. Keep your friends close, but keep your competitors closer. You need to know all the things that you learned about your customers except fill in the blank for each competitor on all of those above items. Learn how you are the same/ different. Learn the similarities/differences about each product and service you offer. Learn how they sell or promote their products /services.
You need to know everything obtainable about your customers. This list will get you started. You will need their age, sex, marital status, income levels, education levels, geographic locations, where they shop, if they go to church, if they have kids, ages of children, political affiliation, what they like about your company, what they don't like, why they shop with you, what they value about your products/services, what they like the most/least about products/services, and whether prospects are unaware of your brand or products/services. Customers want you to know certain things about them and if you do, they will remain loyal to you as you take time to know them.