Competitive Analysis

To gain an understanding of how one's brand is similar and/or differentiated compared to competition, it is important to understand what to look for in a competitive analysis. I have experience comparing brands in education, conservative energy, entertainment, air travel, and fashion, to name a few. Below I showcase a few of my techniques:

HARVEY  BALLS
SCATTER  CHARTS
COMPETITIVE  BRAND  AUDITS

Harvey balls are among my favorite way to quickly make visual comparisons between one's brand and competition. The balls are key to understanding the chart - the more complete the ball, the more similar the competition is in each comparable category.

Another way to visually compare how a brand compares to its competition is to visualize where it would be located in a graph comparing its qualities. This is a good view when trying to decide how to re-brand, or shift a brand to compete in an unclaimed positioning area, or "white space."

The most traditional form of brand audit looks at messaging, product/service offerings, brand persona, color swatch, and various other brand elements. The same overview can be done for direct competitors, to see how their positioning stacks up against one's brand.

© 2018, Laura Stephens