Brand strategy

Member lesson

Category and competitive audit

Lesson 9 of 20 in Brand strategy.

Brand Positioning Strategy: How to Do a Competitive Audit · Butler Branding Agency
Lesson

An audit is a survey of what a category already looks like and sounds like, done before any design, so that a decision to look conventional or unconventional is a decision rather than an accident.

emptyand worthasking whyexpensivecheapplainornatean empty quadrant is either an opening or a place nobody wants
A positioning map with four competitors plotted and one empty quadrant.
A strategist stands before a wall grid of twenty same-sized cards, nearly all navy blue, with a circle drawn around an empty space at the end.
A strategist pins twenty rivals' symbols and colours up at the same size, and a wall of navy appears. The pattern only shows once everything is side by side.
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Members answer these 3 questions and keep the ticket for this lesson. Every lesson has one.

  1. Question 1, locked

    Which of these words means this? “The visual and verbal conventions a category shares. Green for organic, blue for banking.”

    • Vision
    • Mission
    • Tension
    • Category codes
  2. Question 2, locked

    Which of these words means this? “Your proportion of the category's total advertising. Predicts share of market over time.”

    • Essence
    • Brand key
    • Brand onion
    • Share of voice
  3. Question 3, locked

    Which of these words means this? “Somebody taking the same money for a different reason. Usually invisible in a direct audit.”

    • Demographic segmentation
    • Share of voice
    • Category codes
    • Adjacent competitor

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