Walmart has an enemy – inflated prices. Nirvana has (had) an enemy – hair bands. Google has an enemy – wasted search time. To build your following, you must have something or someone you are fighting.
What is the old mindset you are fighting to change? Who is that Juggernaut company that has monopolized your industry and you are fighting to bring alternatives to that market? What is that industry trend that you are fighting to change?
Name your enemy. And encourage your fans to rally around you as you fight forward. Businesses with an army of supporters, fighting a common cause, grow.