Competitor Analysis for Branding: How to Find Where Your Brand Can Stand Apart

You cannot be distinctive without knowing what everyone else looks like. A branding competitor analysis compares how rivals present themselves, so you can find what is common in the category and where there is room to be different. It is one of the highest-value hours you can spend before designing anything.

This is not the same as a sales or pricing analysis, though they overlap. The focus here is brand: positioning, messaging, visual identity and tone.

Step 1: Choose the right competitors

Pick five to eight, in three groups:

• Direct competitors. Offer the same thing to the same people.
• Indirect competitors. Solve the same problem differently, including doing nothing.
• Aspirational brands. Not competitors, but brands you admire for how they communicate.

Ask customers who else they considered. Their list is often different from yours.

Step 2: Collect the evidence

For each competitor, gather:

• Website homepage and key pages
• Logo, colours, type and imagery
• Packaging or product photographs
• Social media profiles and recent posts
• Sales materials, if available
• Reviews and press coverage
• Pricing signals

Take screenshots and save them to one folder.

Step 3: Analyse positioning

For each brand, write down:

• Who they say they are for
• The main promise, in their words
• Proof points they rely on
• Price position: budget, mid-range or premium
• Differentiator: what they say makes them different

Step 4: Analyse the visual identity

Look at the set together:

• What colours dominate the category?
• What type styles are common?
• Is photography or illustration the norm?
• What logo styles repeat?
• How premium or approachable do they feel?

Place everyone's logo and homepage on one page. Patterns jump out, and so do gaps.

Step 5: Analyse the verbal identity

Read their copy aloud. Note:

• Tone: formal, playful, technical, warm
• Words and phrases that repeat across the category
• Claims everyone makes, such as "innovative" and "tailored"

Clichés common to the category are chances to stand out. See our tone of voice guide.

Step 6: Map the landscape

Create a simple two-axis map. Choose two dimensions that matter in your category, for example:

• Price: accessible to premium
• Style: traditional to modern

Plot each competitor. Look for empty space where customers' needs are not being met.

Step 7: Draw conclusions

Write three short lists:

1. Table stakes. What every competitor does, which you probably need to match.
2. Overused. Clichés and conventions to avoid.
3. Open ground. Positions, tones and visual territories no one owns.

A simple template

Turning findings into brand decisions

• Use open ground to shape your positioning statement.
• Avoid overused colours and phrases in your identity.
• Make sure your messaging framework says something others do not.
• Put the analysis into your brand strategy template.

Common mistakes

• Looking only at direct competitors
• Copying the leader's style
• Analysing only visuals
• Treating the analysis as a one-off
• Concluding "we are all similar" and doing nothing about it

Frequently asked questions

How many competitors should I analyse?

Five to eight is enough to see patterns.

How often should I repeat it?

Annually, or when a new competitor appears. See our brand audit guide.

Can I analyse competitors from other countries?

Yes, particularly aspirational brands. Be careful to match local context.

Can you run one for us?

Yes. It is a common first step in our work. Book a free brand consultation.