It is very very important to differentiate yourself.
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…