What makes you choose one brand over another when the products are almost identical?

When two brands offer almost the same product at nearly the same price, what makes you choose one over the other? Please give me tips for my business to stand out also.

For me, trust plays a big role. Even when the products look almost identical, I’m more likely to choose the brand that has good reviews, clear information, and responsive customer service. So, better to have the best and quality products so that your consumers will more likely to recommend you.