If your customers easily choose your competitions over you, it means that you don’t have a good enough brand.
Having a brand means having people care about you and rather be choosing you instead of the alternatives.
It means that they don’t care about what you sell because it’s just a commodity to them and yours aren’t really any better than the alternatives.
If you don’t have a brand then you’re just selling a commodity.
And people don’t care all that much when buying a commodity.
They usually just pick the best for their bucks and that is usually a race to the bottom for most of us.