Know Your True Competitive Positioning
Most companies know who their competitors are — but far fewer understand how they truly compare in the eyes of their market.
This solution helps you see how your brand stacks up against competitors not just on features, but on positioning, narrative, relevance and distinctiveness.
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More importantly, it identifies where you are genuinely strong — and where you can win — in the areas that actually matter to your target audience, not just internally.
The questions this answers
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Do we sound like everyone else in our category?
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Do we look and behave like our competitors — even unintentionally?
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Where do competitors blur together in the market’s mind?
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Which competitors truly influence buying decisions — and which don’t?
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How can we stand out credibly in a crowded market?
What’s included
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Analysis of 6–10 key competitors
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Review of:
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Messaging and positioning
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Value propositions
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Campaigns and content themes
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Identification of:
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Category norms and conventions
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Brands that genuinely disrupt or differentiate
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Assessment of message similarity vs distinctiveness
​Optional Extra - Market Overlay
This analysis can be enhanced with targeted research to uncover real market needs, language and priorities, and then map how well you — and your competitors — address them.
This helps move positioning decisions from opinion to evidence.
What you get
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A clear competitive positioning map
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Message overlap vs differentiation analysis
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Identification of white-space opportunities
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Clear, practical recommendations on how to sharpen your positioning and win attention
Competitor Mapping FAQs
What do you mean by “competitive positioning”?
Competitive positioning looks at how your brand is perceived relative to others in your market — including what you stand for, how clearly you communicate it, and whether customers can easily distinguish you from alternatives.
How is this different from a competitor audit?
A competitor audit tends to focus on features, pricing or activity.
This goes deeper — analysing narrative, messaging patterns, category conventions and perceived sameness, which are often the real reasons brands struggle to stand out.
Who is this most useful for?
This works particularly well for:
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Brands in crowded or commoditised markets like the mortgage sector
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Businesses planning a reposition, rebrand or new proposition
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Companies that feel “we’re good, but we sound like everyone else”
How do you choose which competitors to analyse?
We will decide on that together - based on our collective insights.
Will this tell us exactly what to say?
You’ll receive clear recommendations and strategic direction.
This work informs messaging, proposition development and campaigns — and can be used directly by internal teams or agencies.
Can this include market research?
Yes. Research can be layered in to validate assumptions, uncover unmet needs, and ensure positioning decisions are grounded in market reality rather than opinion.
What does success look like after this?
You should come away with:
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Greater clarity and confidence in your positioning
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A stronger point of difference
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A clearer sense of where to focus messaging and marketing effort
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Less risk of blending in with the competition
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