COMPETITIVE BRAND AUDIT TEMPLATE
Use this template to perform an analysis of your competitors’ brands, evaluate the comparative strength of your own brand, and identify opportunities for your brand to distinguish itself in the marketplace.
Evaluate your top three competitors’ brands by filling in the four brand-audit sections in the table below.
BRAND CORE IDENTITY
Answer the following questions about the verbal qualities of your competitors’ brands to help you assess whether improvements might need to be made to your own brand’s core identity.
Day fresh Olpers Milkpak
What does the competitor’s brand evoke in the
marketplace?
Strong tea light tea Teekhe masalay
What is the “Why” (purpose, belief, etc.) evoked
by the competitor’s brand? Here is an example of
a “Why”: “Everything we do, we believe in
challenging the status quo. We believe in thinking
differently.”
How effective is the competitor’s brand in the
marketplace? Why? How?
What is the primary image conveyed by the
competitor’s brand?
What distinguishes the competitor’s brand from
their competition?
Who is the competitor’s “target audience”?
How effective is the competitor at reaching their
target audience through their branding?
On a scale of 1–10 (“1” being “not very
effective” and “10” being “highly effective”),
how would you rate the effectiveness of the core
offerings of your competitor’s brand?
VERBAL IDENTITY
Answer the following questions about the verbal qualities of your competitor’s brand to help you assess whether improvements need to be made to your own brand’s messaging.
COMPETITOR BRAND 1 COMPETITOR BRAND 2 COMPETITOR BRAND 3
How would you describe the tone of the
competitor’s brand?
What is the competitor’s tagline?
Is the competitor’s tagline effective? Why / why
not?
What other “key messaging” does the
competitor’s brand offer?
What is the competitor’s value proposition?
What are the main selling points of the
competitor’s brand?
Overall, on a scale of 1–10 (“1” being “not very
effective” and “10” being “highly effective”),
how would you rate the effectiveness of the
verbal identity of the competitor’s brand?
VISUAL IDENTITY
Answer the following questions about the visual identity of your competitor’s brand to help you assess whether improvements could be made to your own brand’s visual presence in the marketplace.
COMPETITOR BRAND 1 COMPETITOR BRAND 2 COMPETITOR BRAND 3
What imagery and verbiage is/isn’t working for
the competitor’s logo?
What is the “color palette” of the competitor’s
logo? Is it effective? Why / why not?
What typography does the competitor use for
their brand? Is it effective? Why / why not?
How well is the competitor’s brand reflected
visually in the marketplace? Is it effective? Why /
why not?
How well does the competitor’s brand
differentiate itself from the competition?
Overall, on a scale of 1–10 (“1” being “not very
effective” and “10” being “highly effective”),
how would you rate the effectiveness of the
verbal identity of the competitor’s brand?
BRAND EVALUATION
COMPETITOR BRAND 1 COMPETITOR BRAND 2 COMPETITOR BRAND 3
Overall, how effective do you think the
competitor’s brand is? Why?
What are your key takeaways from evaluating the
brands of your competitors?
If you had to choose one thing, what would be
your first action item to improve your own brand?
Having evaluated your competitors’ brands, how
do you think you can improve your own brand?
Make any additional notes here about your own
brand or those of your competitors.
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