Personally, I look into the focus of the firm, explain what the firms focus is, who their competitors are, but why they are have a comeptitve edge (even if they don't lol). For example, if I was at Covington. (I might give wrong info I didnt apply for them). Firms focus is life sciences. Key competitors can include
Cooley (again im not sure). However, the covington is able to stands out in this crowd because its experience in xyz demosntrated by xyz.
I am not entirely sure- this is how i would approach it. If anyone has any other ideas please propose them.