Finding Your Brand's Point of Differentiation
To Stand Out from the Crowd, You Must Differentiate
Find White Space. Build Your Positioning Around It.
White space is an area of opportunity within a market that’s currently unexplored or underserved by existing products or competitors
It represents a unique place where your brand can innovate, expand, grow, and, most importantly, differentiate from competitors
Analyzing the competitive landscape and pinpointing your brand’s white space allows you to carve out a distinct niche in the market that sets you apart from competitors. This unique positioning will serve as the foundation for your brand's overall strategy.
Examples of Brands that Found White Space
These beauty brands have found unique areas of opportunity that allowed them to differentiate from competitors. (They also have retail partnerships with Sephora. 😎)
Fable & Mane
White space: South Asian hair care rooted in bringing ancient Indian traditions to the world
Takeaway: By tapping into the heritage of Ayurvedic practices, Fable & Mane created products that not only solved hair care problems but brought (and popularized) an ancient cultural ritual to the west—a novel experience for many!
Sol de Janeiro
White space: Body care and fragrance that celebrates the joyful essence of Brazilian culture
Takeaway: By infusing the vibrancy and joy of Brazil into every product, Sol de Janeiro built an immersive brand world that transports customers to a celebratory, sun-soaked escape. Here, it’s about the experience and emotions that the brand evokes.
Eadem
White space: Skincare made by and for women of color with clinically-proven formulas made for melanin-rich skin
Takeaway: Eadem addressed a real gap in the skincare market by empowering women of color not only with products that work for their specific needs, but by also addressing the harmful effects of being excluded from the beauty world. They created a safe haven for women of color to thrive.
How to Find Your White Space
In the next section, you’ll download a workbook that’ll guide you through a series of questions and exercises to uncover what is unique, special, and different about your brand.
You’ll track and study your competitors
And identify your point of differentiation and clarify your why
Two Mini Case Studies
To further crystallize the concept of white space and inspire you.
Up Next:
You’ll dive into the first step of the formula: research and discovery.