Create a list of the areas where your business or brand is differentiated relative to your competitors. This will highlight areas of strength, as well as opportunities where you might wish to create change to set yourself apart from competitors.

Benefits could include attracting new customers more easily, retaining more customers as they may be less likely to defect to a competitor, and the opportunity to charge higher prices if the situation warrants this.

Tick the boxes where your business or brand is different from your competitors on the stated attribute.

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