From Science to SensesModule 02 · Competitive landscape
Competitive Positioning
Positioning is only real when it is relative. Enter the proof (pricing power, share of voice, share of search) and the why (six perceptual dimensions) for your brand and its rivals — the tool returns the 2x2 matrix, the competitive radar, the whitespace you can own and the moves to make next.
Layers 1 & 2 · The proof and the why
Enter your brand and its competitors
Three performance metrics and six perceptual dimensions per brand — twelve data areas in total once the composite scores are derived.
Layer 1 — the proof
Price premium the brand commands versus the category, scored 0-10 from realised price index and margin data.
Source: Financial data, market reports, client input
Share of category paid and earned media exposure over the review period.
Source: Media spend trackers, PR monitoring, ad intelligence
Share of branded search demand within the category.
Source: Google Trends, Search Console, keyword tools
Layer 2 — the why
How clearly the brand's reason for existing beyond profit is defined and believed (0-10).
Source: Leadership interviews, brand strategy docs, client input
How sharply the brand occupies a distinct, ownable place in the minds of its audience (0-10).
Source: Category audit, customer research, client input
How coherent and recognisable the visual and verbal identity is across touchpoints (0-10).
Source: Touchpoint audit, brand guidelines review
The quality and consistency of the experience delivered at every interaction (0-10).
Source: Journey mapping, CX/NPS data, mystery shopping
How strongly internal culture, behaviours and people live the brand (0-10).
Source: Employee survey, internal workshops, client input
How meaningfully different the brand is from direct rivals in the category (0-10).
Source: Competitor benchmark, market reports, client input
Layer 3 · The so what
Brand Strength Score
The Emotional Charmer
Heart-led but under-performing — liked in market, not yet converting into value.
Confidence level
High · 77/100
only 2 competitors benchmarked; Layer 1 performance data complete; no outright whitespace ownership yet.
Positioning matrix
Emotional versus rational perception, plotted against delivered strength.
Competitive radar
Your brand (teal) against every competitor across all ten axes.
Whitespace analysis
Parity territory — brand purpose is contested and offers little separation.
You 6.0
Best rival 5.0
Category avg 4.5
Parity territory — brand positioning is contested and offers little separation.
You 6.0
Best rival 5.0
Category avg 4.5
Parity territory — brand identity is contested and offers little separation.
You 6.0
Best rival 5.0
Category avg 4.5
Parity territory — brand experience is contested and offers little separation.
You 6.0
Best rival 5.0
Category avg 4.5
Parity territory — brand culture is contested and offers little separation.
You 6.0
Best rival 5.0
Category avg 4.5
Parity territory — competitive differentiation is contested and offers little separation.
You 6.0
Best rival 5.0
Category avg 4.5
Strategic recommendations
- 1No dimension is outright owned today: pick one perceptual area and over-invest until the category gap is visible.
- 2Close the internal gap on Brand Purpose (6.0/10) — it is the weakest link in the brand system and drags the composite score.
- 3Pricing power of 5.0/10 signals the brand is competing on price. Build value narratives around the whitespace above to earn a premium.