When you have your stand, you can search competitors that goes against this stand.
Having your stand and vision open to the public by having an enemy can work on the empathy and alignment of sympathetic customers. They will have an easier time gauging your values and aligning themselves with these values.
Don't be only reactive
While having this competitor as your rival / enemy, it’s important that it does not define your whole strategy. Be proactive, not reactive.
Reference
Fried, Jason, and David Heinemeier Hansson. Rework. 1st ed, Crown Business, 2010.
Highlights or timestamps
Once you have a stand, a great way to emphasize it is to pick a fight with an existing competitor. If you run a small coffee house that you see as a haven for individualists, position yourself as the anti-Starbucks. Having an enemy will provide you with instant positioning in the customer’s mind and a great story to tell.
— ^c0bb8a from Rework