If your business goal revolves around raising the entry barrier then, I believe, you need to stop and think twice. Focus on "How" to deliver utmost value at best possible price. The underlying intent should be to achieve uniqueness and differentiating yourself from the usual suspects. The differentiation should be in a positive way than vice versa. And, if differentiation is what you decide to achieve then positioning is that something you need to focus upon. If positioning becomes your focus then branding is that one thing you would be required to think about. You do that in planned manner with robust execution plan, along with right team members, and you'll end up raising the barrier to entry to new threshold.

It sound simple but practical execution requires pragmatic thinking. Hope above helps. Need any help further? I am just a Clarity away, ready to share my mode than a decade of capability, experience, and competency.