The Intersection of Competitor Research and Brand Positioning

4 October 2025

Let’s talk about two things that sound like they belong in a business textbook but are actually the secret sauce behind building an unforgettable brand: competitor research and brand positioning.

Now, before your eyes glaze over or you click away in search of cat memes (we’ve all been there), hear me out. This topic might sound all stiff and “corporate strategy,” but I promise you it’s juicier than a Thanksgiving turkey. Get comfy, because we’re about to break down how understanding your competition can help you carve out your own unique space in the market—and have some fun along the way.

What the Heck Is Brand Positioning, Anyway?

Let’s not overcomplicate things. Brand positioning is basically how people see your brand in their minds compared to others. It’s your brand’s vibe, your lane, your unique flavor in the crowded buffet of businesses.

Think of it this way: You show up to a potluck, and everyone brought spaghetti. You? You roll in with spicy tacos. Boom. You’re memorable, and everyone wants to sit next to you. That’s killer brand positioning.

Cool, So Then What’s Competitor Research?

Competitor research is like mild stalking—but legal and way less creepy. It’s peeking over the fence to see what your neighbor is doing with their backyard so you don’t accidentally install the exact same flamingo fountain.

More professionally, it’s the process of digging into what your competitors are doing: how they market themselves, what their customers are saying, their pricing, their branding—you name it.

Knowing your competitors isn’t about copying them; it’s about figuring out how to be different in a way your audience loves.

Why These Two Need to Be Best Friends

Here’s the thing: brand positioning without competitor research is like shouting into a void. You might think you’re unique, but if you don’t know what others are doing, you could be just another voice in the chorus.

The magic happens where competitor research and brand positioning intersect. That’s where you find your market gap. The golden opportunity. The exact flavor of spicy taco that no one else brought to the potluck.

It’s not about being better—it’s about being different in a way that matters.

The Secret Recipe: Blending Competitor Research with Brand Positioning

Alright, grab your SEO apron—we’re cooking up some strategy.

1. Identify Your Real Competitors (Spoiler: They’re Not Always Who You Think)

You might think you’re competing with the big dogs in your industry. But sometimes, your real competition is the scrappy startup two streets over with a killer Instagram game—and not the Fortune 500 haze you’ve been obsessing over.

Start with:

- Direct competitors: Same product, same target audience. Think Coke vs. Pepsi.
- Indirect competitors: Different product, same need. Think Coke vs. coffee.
- Aspirational competitors: Brands you want to compete with in the long run.

And don’t forget the “digital disruptors”—the businesses stealing search traffic and social followers while you’re busy optimizing your email signature.

2. Stalk Their Websites Like a Detective on Too Much Coffee

Go full Sherlock. Dive into your competitors’ websites and note:

- How they describe themselves
- Their brand tone (Are they formal? Fun? Overusing the word “synergy”?)
- What their customers are saying in reviews
- What keywords they’re ranking for

Tools like SEMrush, Ahrefs, or even good old-fashioned Google searches can help. If they’re all calling themselves “affordable luxury,” maybe it's time you own the “fun and fearless” lane instead.

3. Use SWOT to Find Your Sweet Spot

Bust out the SWOT analysis. I know, it sounds like something you’d fall asleep during in a business seminar, but trust me—it’s powerful.

Make lists for:

- Strengths: What do you rock at?
- Weaknesses: Where do you kind of suck? (No judgment.)
- Opportunities: Where’s the market gap?
- Threats: What could eat your lunch?

Overlay this with what you found during competitor research and voila! You've got a clearer view of how to position your brand so it stands out like a neon sign in a snowstorm.

Real Talk: How Brand Positioning Drives Everything Else

Once you nail down your positioning, everything starts to click:

Messaging Magic ✨

Your brand voice becomes consistent. No more sounding like a confused robot one day and a surfer dude the next. You’ll know whether to say “affordable excellence” or “badass beauty on a budget.”

Killer Content

You can create content that actually speaks to your people. Knowing your unique angle helps you write blog posts, design visuals, and post on social like a pro.

Pricing That Makes Sense

Positioning affects what people are willing to pay. If you’re offering premium service, don’t price like a dollar store. If you’re the budget-friendly hero, own that value.

Customer Love ❤️

When your brand is well-positioned, it attracts the right customers—not just people who stumbled across you during a random search for “best taco Tuesday deals.”

Warning: Don’t Be a Copycat

This is where a lot of brands trip up.

After our little competitor-spying mission, it’s tempting to say, “Well hey, that looks like it’s working for them. Let’s just do that!”

🚫 Nope. Bad idea.

Being a copycat might get you some short-term attention, but in the long run, you’ll lose. People can smell “bland” from a mile away. Originality wins hearts—and wallets.

How to Actually Stand Out (Without Losing Your Mind)

Alright, so you're knee-deep in competitor data, and your brain’s buzzing. Here’s how to use it to craft a brand that makes people say, “Where has this been all my life?”

1. Find the White Space

White space is that sweet, unoccupied spot in the market. Maybe everyone in your niche is all about luxury, but no one’s doing ethical and affordable. Boom—you’ve found your lane.

2. Carve Out Your Personality

You’re not a robot. Your brand shouldn’t be, either.

Use tone, visuals, and messaging that reflect who you are. If your brand were a person, would they be serious and buttoned-up, or more like the friend who always brings snacks and bad jokes to the party?

3. Answer the Magic Question: Why You?

You can’t just say you’re “better.” You’ve got to explain—quickly and clearly—why someone should pick you out of a sea of options.

Think: What do your audience truly care about that your competitors missed?

Case Study Time: The “Boring” Industries Winning at Brand Positioning

Let’s take a moment to appreciate the unsexy industries that absolutely nailed it.

Death Wish Coffee ☠️

It's coffee. Everyone sells coffee. But Death Wish said, “You want the strongest coffee in the world?” And people went nuts.

Their brand voice? Edgy. Their visuals? Punk rock skulls everywhere. Their audience? People who love caffeine with an attitude.

They looked at a saturated market and went the opposite direction. Genius.

Dollar Shave Club 🪒

Razors were dull before these guys showed up—literally and figuratively.

But their viral video and hilarious, irreverent tone cracked the market wide open. They weren’t selling razors; they were selling freedom from overpriced blades and boring marketing.

Both these brands did crushing competitor research and nailed their positioning. You can too.

Final Thoughts: Don’t Just Compete—Stand Out

Look, we’re all trying to survive (and, ideally, thrive) in a crowded marketplace. Competitor research gives you the map. Brand positioning gives you the personality. Together, they help you steer your business toward the kind of success that doesn’t rely on gimmicks or guessing.

So go ahead. Be the spicy taco in the corporate spaghetti potluck.

And always remember: it’s not about being louder—it’s about being unmistakably you.