8 Steps to Conducting a Competitive Brand Analysis

The first time my creative director asked me to create a competitive brand analysis, it was for a huge and well-known sports organization. I was honestly terrified because I was pretty new to the marketing scene. What was I supposed to do? Just check out competitors and explain how they’re different? And how do I turn that into a presentation? At the time, I was a new UI/UX Designer who’d built tons of websites, but I had always leaned on competitor sites and creative briefs to shape my ideas for projects.

Luckily, I googled my way through the challenge and ended up delivering a kick-ass competitive analysis. Since then, it’s become a crucial part of my design process—and not just as a designer but as a creative leader too. Skipping a competitive analysis is like entering a race without knowing the course or your opponents’ strategies—you’re just winging it.

Whether you’re in design or marketing, staying ahead of the competition is key to keeping your brand fresh and relevant. Conducting a competitive brand analysis is a crucial part of that process—it helps you understand what other brands are doing, so you can find ways to stand out and get creative with your strategies.

Let’s walk through the steps for conducting a competitive brand analysis that will help elevate your game and make your brand shine.

1.?Identify Your Competitors

Before diving in, it’s important to know who you’re up against. Identify your direct competitors (those offering similar products or services) and indirect competitors (those targeting your audience but with different offerings). Tools like Google, SEMRush, and Ahrefs can help you pinpoint who’s performing well in your space. Make sure to look at both established brands and new ones gaining traction.

2.?Analyze Their Branding

Once you know your competitors, take a closer look at how they’re branding themselves. Here are the key elements you want to pay attention to:?

• Logo: Is it simple or complex? What does it communicate?
• Tagline: What message are they putting front and center?
• Brand Colors: What feelings do their colors evoke? Do they energize or calm the audience?
• Typography: Are they using modern, clean fonts or something more playful and unique?
• Imagery: What types of images are they using? Are they polished and professional, or more candid and lifestyle-oriented? Do the images reinforce their brand’s message and tone?

Look for consistency across their website, social media, and ads. Consistent branding builds recognition, which can be a key takeaway for your own efforts.

3.?Evaluate Their Online Presence

Your competitors’ digital footprint tells a story. Visit their websites and ask yourself the following questions:

• Is the site user-friendly and visually appealing?
• Do their visuals reflect the brand’s message?
• Is the copy engaging, clear, and action-driven?
• Are they offering valuable content like blogs, guides, or case studies?

But looking at their websites isn’t enough. Be sure to check their social media and answer these qustions:

• Are they regularly posting?
• How do they interact with their audience?
• What kind of content is generating the most engagement?

4.?Study Their Content Strategy

Content marketing is a window into how a brand connects with its audience. Here’s what you want to look out for:

• Posting Frequency: How often do they publish new content? Are they consistent?
• Content Formats: Do they use blogs, videos, infographics, or other forms of media?
• Tone and Voice: Is their tone formal, laid-back, or a mix? Does it resonate with their target audience?
• Key Message:?What’s the main value they’re promoting through their content?

This is a great way to spot gaps where your brand can provide more value or a unique perspective.

5.?Dig Into Their SEO Strategy

This is an easy one to ignore but it’s so incredibly helpful. SEO is often where the magic happens in terms of visibility. As I mentioned in our intro, using tools like SEMRush or Ahrefs to get insights into competitors’ SEO performance can be a gold mine. Here are the top 3 elements you want to look at:

• Top Ranking Keywords: What keywords are driving traffic to their site?
• Content Opportunities: Are there untapped keywords they’re missing?
• Backlink Profile:?Where are they getting backlinks from, and how can you build similar relationships?

This will help you identify areas where your brand can boost its search rankings and visibility.

6.?Examine Their Marketing and Advertising

Marketing and advertising strategies give you a sneak peek into how your competitors are getting attention and turning it into sales. As you do your research, ask yourself these questions:

• Where are they advertising? (Google, Facebook, Instagram, etc.)
• What formats are they using? (videos, static ads, carousel posts)
• What’s their core message? How do they speak to their audience?
• How effective are their CTAs??Are they clear and compelling?

Understanding their advertising approach can help you refine your own strategy to attract attention and drive results.

7.?Identify Strengths and Weaknesses

Once you’ve gathered all this data, you’ll want to summarize your findings in a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) for each competitor. This process will highlight the areas where you can outperform your competition.

8.?Benchmark Your Brand

Now that you’ve analyzed your competitors, it’s time to see how your brand stacks up. Compare your branding, content, online presence, and marketing efforts against theirs. Are there areas where you can improve? Where does your brand shine, and how can you keep pushing the envelope?

Putting Your Insights to Work

A competitive brand analysis doesn’t have to be complicated! It’s all about observing what’s out there and using that insight to refine and improve your brand. The goal is to learn from your competitors and apply that knowledge to create a stronger, more unique presence for your own brand. Whether you’re in design, marketing, or both, staying on top of the competition is key to growing and thriving in a crowded marketplace. Now go and kick some ass! I believe in you.