These days, pretty much any market seems to be saturated with competitive products to yours. For every broke startup there seems to be 10 companies with VC funding. How are you ever expected to survive in such a competitive landscape?
The key to standing out and not only surviving, but thriving, is to have a very clear and authentic message. Don't just copy whatever you think is trending, but make sure you express a message you actually believe in. In fact, it may even be better to support an unpopular message authentically, then to fake your way to approval.
These days, most people (especially fanatic Twitter users) have a finely developed bullshit sensor and can spot your insincerity from a mile away. If you're not being authentic, they'll notice and will immediately start throwing rotten tomatoes. But if you're being authentic, even if people don't agree with your message, they'll at least respect you for having the guts to stand up for what you believe in.
This is how to build a following of loyal fans - by speaking to them authentically and letting them know that you're not just in it for the money. So before you launch your product, make sure you have a story that is worth telling! It may be the only thing that sets you apart from all the other noise out there.
What's your story? Why did you start this company? These are the questions potential customers will want answered before they decide to invest in you. So make sure you have a good story, and be prepared to tell it often. Because without a story, you're just another product on the shelf. And who wants that?