Identify Your Opportunity

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…

Opportunity mapping is fundamental to your brand development.


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Caribbean Export is the regional trade and investment promotion agency focused on building a resilient Caribbean by providing cutting-edge and high-impact support to the private sector.

Produced with the financial assistance of the European Union.

Contact Us

Head Office

Baobab Tower, Warrens, St. Michael, Barbados

P.O. Box 5050 Postal code BB22026


Tel: +1(246) 436-0578

Fax: +1(246) 436-9999

E-mail: [email protected]

Sub-Regional Office

Av. Pedro Henríquez Ureña No. 150

Torre Diandy XIX, Piso 7

Santo Domingo, República Dominicana


Tel: + 1(809) 531-6565

Fax: + 1(809) 473-7532

E-mail: [email protected]

Bi-National Programme Office

4th Floor, 151 Angle Ave.

Jean Paul II & Impasse Duverger

Port-au-Prince, HAITI


Tel: +1 (509) 48 92 53 55

E-mail: [email protected]

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