How to Compete With Big Brands in SEO

It can seem hopeless sometimes trying to rank for search terms when giant companies are populating the first page – how do you compete?
Many marketers are becoming disillusioned with the thought of competing against big brands that seem to effortlessly float to the top of the search results.
Is Google biased towards big brands?
It seems as though Google favours big businesses with well-known brands. Big brands are often included within the Knowledge Graph which gives them more prominence o