Step 2 – Identify Your Opportunity

It is very very important to differentiate yourself.

The Exploration Phase

Once you have worked out who your competition is, it is very very important to differentiate yourself. Imitation is invariably a weak branding strategy.

Instead, identify which special attributes your competitors champion and carve out your unique area of specialisation. Once you have found a niche for your brand, you may have to tweak your offering to fit the opportunity.

We like to create a simple graph so that the opportunity pops up in a linear and logical manner. When we were planning for Tan Ban Skrati, we found an exclusive space for this homegrown Suriname chocolate amongst the factory brands and artisanal types…