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The Brand Differentiator 2×2 is a simple but strategic matrix that helps brands visualize how they stack up against incumbents, disruptors, and complementary players in their space.
Originally developed at Brex, this tactic is all about carving out meaningful differentiation that actually resonates with your audience—not just sounding cool or trendy.
Here’s how to use it:
- Start with your brand. What are 3 to 5 traits that feel authentic, matter to your customers, and can scale with you?
- List 3 to 5 incumbent brands in your category. These are the big, established players.
- List 3 to 5 disruptor brands. These are the challengers in your space with new approaches.
- List 3 to 5 complementary brands. These are the brands in your tech stack or adjacent spaces.
- Next, collect examples of how each brand personality shows up in visuals, tone, product experience, marketing, and comms (yes, screenshots encouraged).
- Analyze common traits—and spot the gaps. Look for personality traits no one owns yet that your audience will care about and that your internal culture can support long-term.
Check out Kira Klaas’ post to learn more and get the free Notion template.
