You Have Competitors. Always.
Download our Comprehensive Competitior Guide
💾 Download the Competitor Analysis Guide
Some businesses believe they have no competitors.
“We’re the first of our kind!”
“No one else offers this exact service.”
“We’re too premium/niche to have competition.”
“We’re just running our own race.”
This is false—and a dangerous mindset.
You Always Have Competitors. Always.
Your customers are already solving their problem somehow.
If you didn’t exist, what would they use? That’s your competition.
If they don’t buy from you, where does their money go? That’s your competition.
No business operates in a vacuum.
"I Don’t Focus on the Competition" Sounds Noble—But It’s Risky
Some brands say: "We’re just running our own race. We don’t focus on the competition."
Sounds wise. But the problem?
Your audience IS comparing you—whether you like it or not.
Branding is about competing for space in people’s minds. If you ignore competition, you’re ignoring how you’re being perceived.
The Three Forms of Competition
Direct competitors – Offer the same product/service to the same audience.
Indirect competitors – Solve the same problem in a different way.
Substitute competitors – Compete for the same money, different category.
Example: Uber’s Real Competition
Direct competitors: Bolt, Lyft, regular taxis.
Indirect competitors: Boda bodas, car rentals, public transport.
Substitutes: Personal car ownership.
Every time someone buys a car, takes a bus, or walks instead of hailing a ride, Uber loses a customer.
Example: Blue Band’s Real Competition
Direct competitors: Prestige, Flora, other margarine brands.
Indirect competitors: Peanut butter, jam, avocado.
Substitutes: Eggs, cereals, skipping breakfast altogether.
People don’t wake up thinking, “I need margarine.” They think, “What do I spread on my bread?” That’s the real competition.
Premium & Niche Brands Are NOT Competition-Free
“We don’t have competitors because we’re premium!” 🚩🚩🚩
Wrong.
Luxury hotels compete with Airbnb & boutique stays.
High-end watches compete with smartwatches & jewelry.
Premium coffee brands compete with home espresso machines.
Being expensive doesn’t make you unique.
First-Movers Still Have Competition
Even if you create a new category, competition still exists.
Before Uber, people still needed transport.
Before Netflix, people rented DVDs or went to cinemas.
Before Airbnb, travelers booked hotels or stayed with family.
Even first-movers compete with existing behaviors.
Ignoring Competitors Has Consequences
When businesses assume they have no competitors, they:
Price themselves wrong.
Struggle to position their brand.
Overestimate demand.
Fail to create real differentiation.
Lose customers to unseen competition.
Arrogance kills brands. Stay aware.
The Market Decides If You’re Competing—Not You.
It doesn’t matter if you don’t care about competitors.
Customers are still comparing you to other options.
Investors will still measure you against the industry.
Search engines, marketplaces, and social media will still rank you against others.
If you don’t position your brand, someone else will do it for you.
How to Identify Your REAL Competition
What would customers use if we didn’t exist?
Where else do they spend the money we want?
Who solves this problem in a different way?
This will reveal the real battlefield.
How to Analyze Your Competition
List your direct competitors.
Identify your indirect competitors.
Find substitute competitors.
Analyze their pricing, marketing & audience.
Position yourself strategically.
This isn’t optional. It’s business survival.
We simplify brand building for those starting, growing, or changing direction.
You will receive all our key articles straight to your email.