The range of products or services you offer can be a point of difference on either the broad or narrow end of the spectrum meaning you can go super-broad or super-niche with your offering.
If you’re in the car-wash business, for example, you might have an offer for Hatchback cars, Sedan Cars, SUVs and Sports cars. Each one of those offers might have a deluxe, superior and premium option. You might provide a lounge, a café, a deli, a gift shop or anything else that might enhance the experience for the customer.
A broad range can be the right offer for your audience but be careful. A brand that tries to mean all things to everyone can end up meaning nothing to anyone.
Instead, you might go super-niche and only offer a premium carwash service for sports cars. You cut out other potential business but position yourself as the go-to for the premium market.
If you’re considering this angle, ensure that there are enough sports cars in the area to sustain that business model.