The Brand Biz: Mind the Gap

Brand Biz
Belathée Photography, www.belathee.com

We’re not big on marketing speak, but there is one term we use a lot: Gap Analysis. To us, it’s a really useful technique for identifying the gap between your competitive set (basically, those influencers who create content similar to yours and appeal to an audience like yours) and your brand. There is something unique about you, and once you zero on that characteristic, it will help you see the “gap” in the marketplace. And that gap is yours to fill!

But how do you find that unique characteristic, that thing that will become the DNA of your brand? Here are a few tips to put you on that path to discovery:

Analyze your current brand position

  • What are you?

  • Who do you it for?

  • What do you do?

  • Why is it important?

Analyze your competition

  • Who are they?

  • What do they do?

  • Who do they do it for?

  • What are they doing right/wrong?

Identify your opportunity

  • What is unique about you?

  • What can your offer your readers that no one else can?

  • How can your unique characteristic inform your content?

  • How can your unique characteristic help your reader?