Miguel owns a bicycle-based courier service named Speed2U. The brand's focus is on fast delivery within 15 minutes from anywhere in the city or delivery is free, which is unique to his company. A customer asks one of his bicycle couriers why she should choose Speed2U over the other companies in the city. The employee responds that all of the courier services are the same. Where did Miguel fail in developing his brand?

Yes Miguel fail to develop his brand.

Because in this scenario, the edge that Miguel company Speed2U has, is Speed, else they will deliver the courier free of cost. But he failed to explain this to one of his customers when asked about why to choose Speed2U over other companies. Miguel couldn't properly differentiate his brand from other brands in the market. This was the time when he could have gained an edge over other companies, but he couldn't take that opportunity.

Miguel did not focus on differentiation. Differentiation in marketing refers to that thing about your company or product that makes you unique and better than everyone else. Speed2U's competitive advantage is their delivery speed. Miguel should have responded that what makes Speed2U unique is their ability to deliver in 15 minutes or less.