What is Ryan developing when he considers how their business will be different from others?

When Ryan is considering how their business will be different from others, he is developing a brand identity. Brand identity encompasses the unique attributes and characteristics that define a business and distinguish it from competitors. This includes elements such as the business's mission, values, visual elements, tone of voice, and overall customer experience.

A strong brand identity helps in communicating to customers what makes the business unique and why they should choose it over others. This plays a vital role in creating recognition and loyalty among customers, as it encapsulates the essence of the business and how it wants to be perceived in the market.

While financial projections are important for understanding the financial health and future of a business, and a marketing strategy outlines the approach for reaching potential customers, they do not primarily focus on what differentiates the business itself. Similarly, a customer feedback system is about collecting input from customers to improve services and products, rather than defining how the business stands apart in the marketplace.