In order to properly define your Brand's market share, target consumer, positioning etc, you need to be a deep-thinker.
You must be able to ask questions like a child. Find answers to all the why(s) until every answer is justified.
Question every question until there's no more.
For example, ask questions like who are my competitors? If they are students, ask again "why are they students?" and so on. This will give you deeper insights and help you pay more attention to things that you normally wouldn't.
Coca-Cola could have still be struggling within the market they were sharing, but they unlocked the door to see farther; to see beyond everyone else and that was the breakthrough.
Till next time! Don't stop building your dream brand. I'm rooting for you.