First, a series of questions about products, customers and competitors must be answered: what does my service or product offer that the competition does not. It is recommended to carry out a SWOT analysis to identify weaknesses, threats, strengths and opportunities. The differentiation factors must meet several criteria: being relevant to consumers, credible and based on reality, and exclusive so that the market considers them distinctive and superior. It is essential to thoroughly research the market, analyse the competition and understand the needs and behaviours of consumers in order to find that unique attribute that will make the brand stand out.
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