Brand Strategy
Competitor brand audit
Name the competitor and Naise reads their public presence for archetype, audience and the emotional blind spot their messaging keeps stepping around.
Watch the sessionThe brief Naise works from
From the competitor analysis document in this project (or, if none is attached, work from their public presence alone: what you know about them) audit the brand of competitor name. Their site is their website and their line is 'their tagline'. Read their public messaging and deduce: their probable brand archetype and the evidence for it, who they are really speaking to as opposed to who they claim, the three words they lean on hardest, and one emotional blind spot their messaging consistently avoids. Finish with the single sentence we could say that they structurally cannot.
Highlighted words are the blanks you fill in. Leave one empty and Naise uses a sensible default.
Competitor brand audit, clinical incumbent
Archetype with the evidence behind it, their real audience, and the sentence their position forbids.
Inputs it asks for
competitor name
For example: Brand X
their website
For example: brandx.com
their tagline
For example: Science-led skincare for every skin type
what you know about them
For example: clinical positioning, dermatologist-fronted, premium price
Worth knowing
This reads a rival's public brand: archetype, real audience, and the feeling their messaging avoids. For a counter-positioning play with content attached, use the competitor gap play.