Every organisation wants to stand out.
The challenge is knowing where.
Many positioning projects start with opinions, assumptions and internal perspectives. But the strongest positions can be built differently. They start with evidence. And that’s why we developed Find the Gap™.
A proven strategic framework designed to identify where an organisation can genuinely win in its market. Not where it wants to compete, but where it can create a clear, defendable and ownable position that customers value and competitors cannot easily replicate. It helps us solve our first pillar of brand building – differentiation.
Why finding the gap matters
In crowded markets, businesses often end up sounding remarkably similar.
- Everyone claims expertise.
- Everyone promises innovation.
- Everyone talks about partnership.
When buyers struggle to see meaningful differences, decisions become harder and price becomes a bigger factor. Differentiation is not about creating something artificial, but it is about uncovering an opportunity that already exists. One that sits at the intersection of customer needs, market dynamics and your organisation’s strengths.
Finding that opportunity requires evidence from both inside and outside the business.
The Find the Gap™ framework
Our methodology replaces assumptions with facts.
Six steps = one outcome.
1. 360° discovery
Every project starts with a deep immersion workshop.
We explore:
- Business goals
- Vision and ambition
- Proposition strengths
- Market challenges
- Internal perspectives
- Future opportunities
This creates alignment and establishes the foundation for the work ahead.
2. Competitor analysis
We analyse how competitors position themselves, what they claim, how they communicate and how they are perceived. The objective is simple, to understand where the market is crowded and where opportunities exist.
3. Customer and stakeholder insight
This is often the most revealing stage. Through interviews and research with customers, prospects, partners, leadership teams and key influencers, we uncover the reality behind the assumptions. The gap between what organisations think and what audiences actually experience can be significant.
Understanding that difference creates valuable strategic insight.
4. Find the Gap™ using the GapMap™
This is where the evidence comes together.
We map your organisation against competitors using agreed strategic criteria. The result is a GapMap™ that visually identifies opportunities, white space and areas of differentiation. From this we create a clear picture of where your organisation can own a position.
5. Positioning territories
Rather than presenting a single answer, we develop a number of strategic positioning territories. These provide leadership teams, boards and investors with clear options for discussion and decision-making. The result is stronger alignment and greater confidence in the chosen direction.
6. Messaging framework
Once the position is agreed, we translate it into language.
We create messaging that connects with different audiences while maintaining consistency and clarity across the organisation. This gives marketing, sales and leadership teams a common platform to communicate from.
Testing the position
Where appropriate, positioning territories can be validated with the stakeholders involved in the process. This additional layer of qualitative feedback helps ensure the final position resonates before launch.
Turning the gap into a brand
Finding the gap is the strategic foundation. The next step is bringing it to life. Once a position is defined, every aspect of the brand should reinforce it.
Visual identity
A strong identity should:
- Differentiate the organisation visually
- Reflect the value and complexity of the proposition
- Build recognition and recall
- Support future growth
Brand guidelines
Guidelines should be practical and easy to adopt. They should help teams across the organisation apply the brand consistently and confidently.
Brand applications
From websites and presentations to campaigns and sales tools, every touchpoint should strengthen the position and make it easier for audiences to understand why your organisation matters.
Why we call it Find the Gap™
The name was inspired by one of the most recognisable phrases in Britain.
“Mind the gap.”
The London Underground announcement reminds passengers to pay attention to the space between platform and train. Our approach does something similar. It helps organisations identify the strategic space between customer needs, competitor positions and their own strengths. Because that’s often where the greatest opportunities exist.
Building stronger brands starts here
The strongest brands are rarely built on instinct alone. They’re built on evidence. On customer truth. On objective challenge. And on a position that can be defended long after your launch event is over.
Find the Gap™ gives organisations the confidence to move forward knowing their strategy is built on something stronger than opinion. It is built on insight.
And that’s where stronger brands begin.
Where’s the proof?
Our Find the Gap™ methodology has helped organisations including Friga-Bohn, Fleet Mortgages, Valliance and Redge establish clearer market positions and create stronger foundations for growth. When positioning is done well your business gets results, for example:
- Friga-Bohn: +29% sales forecast improvement and +7% profitability growth
- Redge: successful transition from the Lennox brand while maintaining market confidence
- Fleet Mortgages: alignment following acquisition by Starling Bank
- Valliance: launch of a new AI consultancy with a clear, differentiated proposition
Need help finding your position?
If your organisation is struggling to articulate what makes it different, Find the Gap™ can help uncover a position that is relevant, credible and difficult for competitors to replicate.
Have a chat with us to discuss your brand positioning, differentiation or brand strategy challenge. Drop me a line here or give us a call on +44 1252 783106