Competition everywhere

I'll kick off this post with a quote of mine that I'm quite proud of (and stand 100% behind it):

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Embrace competition—it sharpens your brand's edge.

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When thinking about competition, you need to be crystal clear on two things

1. Brand strategy (in three pillars: purpose, positioning, personality)
2. Your category

Words matter; so do the people you’re talking to.

So when you combine these elements of category and audience, you start to see how a highly competitive landscape begins to look a lot more blue-ocean. This is why having a focussed strategy and a core target market matter so much.

One way to measure your brand is through aided and unaided recall survey.  It’s super simple 2 question survey that goes like this:

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When we talk about our competitors internally at Creptician, we typically have a handful that are obvious (to us). But when we ask the market what they think, the competitive landscape shifts.

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The key here is to focus on differentiation and making our competitive landscape less competitive.

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How to make competition disappear

We’re a small company, so we can't acquire companies just yet, but knowing our strengths and our competitors' weaknesses means we can use strategies that can work in our favour. One of them is:

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In simple words, EEE is a strategy where a company starts by using common standards, then adds unique features to dominate the market and outcompete others.

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I want to share a few resources that I think are brilliant when talking about competition:

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Over to you

What does competition look like for you? I’d love to hear your thoughts. Feel free to send me a note at hello@leaberni.com

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