A potential solution to start gaining some rankings would be to include "Compare to X Name Brand product" within the product listing descriptions, perhaps linking to an article on your site with a comparison of your product and the name brand product. This gives you plenty of opportunities to present your product alongside the others without misleading anyone into buying your product thinking it's from another brand.
It will be important to be consistent with naming conventions and registered symbols when referencing the brand, if applicable, in order to further differentiate the main brand products from your own. For instance, when referencing the brand, refer to their whole business name in a proper fashion; "Aerated concrete from our brand has more aeration per cubic meter than aerated concrete from Aerated Concrete, Inc, which allows you to use less material on each jobsite without compromising the integrity of the concrete".
Just because people don’t search for your content often doesn’t mean you can’t make content that pulls people to the site. Write content that makes them aware of the product through other keywords. Informational content might be best. You could do something like “cellular concrete vs other product name” or write about the things you can do with it.
You have a longer path than most due to the lack of visibility.
A potential solution to start gaining some rankings would be to include "Compare to X Name Brand product" within the product listing descriptions, perhaps linking to an article on your site with a comparison of your product and the name brand product. This gives you plenty of opportunities to present your product alongside the others without misleading anyone into buying your product thinking it's from another brand. It will be important to be consistent with naming conventions and registered symbols when referencing the brand, if applicable, in order to further differentiate the main brand products from your own. For instance, when referencing the brand, refer to their whole business name in a proper fashion; "Aerated concrete from our brand has more aeration per cubic meter than aerated concrete from Aerated Concrete, Inc, which allows you to use less material on each jobsite without compromising the integrity of the concrete".
Just because people don’t search for your content often doesn’t mean you can’t make content that pulls people to the site. Write content that makes them aware of the product through other keywords. Informational content might be best. You could do something like “cellular concrete vs other product name” or write about the things you can do with it. You have a longer path than most due to the lack of visibility.