In a new industry, new market, new offering, the new entrant must jockey to secure the first mover advantage and preserve distance from competition.
Create the industry language and jargon.
Create the industry association. Build a wall (new entrant requirements for transparency, audited financials, certifications, etc.).
Create a unique billing and pricing methodology.
Charge the maximum the market will tolerate. This is very likely much more than you think achievable. You must have rigid client selection and pricing discipline. Marquee prospects only have power if you give it to them. Marquee clients always leave and become somebody else’s marquee clients and they will become a testimonial for your competitors.
Reinforce the social cache of the brand. Emphasize the impact that the best of breed has on how the company is perceived internally/externally.