Analysing your competitors' branding efforts is not about imitation, but rather about understanding the market landscape and finding ways to differentiate yourself. In this blog post, we'll explore what to look for when eyeing up the your competitors, equipping you with the tools to crack the code to their success.

Outline the identity

To comprehend your competitors' branding, you must first uncover the essence that lies beneath the surface. Dive into their brand identity by examining their mission, values, and unique selling propositions. Look for clues that reveal what makes their brand distinct and how they position themselves within the market. By understanding their core identity, you can identify opportunities to differentiate yourself and find your niche.

See and feel

Visual elements play a crucial role in shaping a brand's identity and leaving a lasting impression on consumers. Pay close attention to your competitors' use of colours, fonts, logos, and imagery. Analyse how these choices align with their target audience and industry trends.

Read between the lines

Every brand has its unique voice, and how it communicates with its audience can significantly impact its success. Examine your competitors' messaging, tone, and communication style across different channels. Are they formal or informal? Do they use humour, storytelling, or authoritative language? Build a picture in your mind about brand persona and see if it matches their target audience.

Track the perception

Have a look online for the customer reviews and comments about your competitors on social media to gauge how they are perceived out there in the real world. Look for common pain points or areas where they excel.

Take home what you learn

Understanding the strengths and weaknesses of your peers will enable you to position your brand in a way that addresses customer needs more effectively and differentiates you from the competition.

To learn how to write your own brand narrative, see Writing your brand story.

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