Associated Services:

Competitive Analysis

What is Competitive Analysis?

Competitive analysis is a structured assessment of how brands within a category position, communicate, and differentiate. It defines category conventions, identifies areas of saturation, and reveals credible opportunities for distinction. The output is a clear strategic view of where a brand stands and where it can move.

By mapping strengths and weaknesses across your competitive landscape, we uncover opportunities to differentiate, refine your value proposition and define a strategy that elevates your brand above the noise.

Competitive analysis is not about imitation; it is about insight. We examine how brands within your space communicate, behave and position themselves, revealing both the patterns that define the category and the possibilities that exist beyond it. This process transforms complexity into clarity, giving you a confident foundation for decision-making.

We analyse competitors’ messaging, design systems, tone of voice and digital presence to identify both saturation points and spaces for distinction. By understanding the unwritten rules of your market, we can determine where to challenge them, crafting positioning that feels both credible and unmistakably yours.

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Our work for Astraea Group, Kindleworth and Navro has helped clients identify clear territory within crowded markets. We have seen how subtle shifts in tone, structure or proposition can transform how a brand is perceived — not louder, but smarter.

The result is a clear picture of your competitive landscape: what defines it, where your brand stands within it and how you can move beyond it. These insights shape the foundation for positioning, messaging and creative direction, ensuring every decision is informed, intentional and impactful.

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Who This Service is For

This service is for organisations operating in crowded or credibility-driven markets where differentiation is difficult to achieve. It is particularly relevant for leadership teams, brand owners, and strategists who need clarity before making positioning, messaging, or identity decisions.

Frequently Asked Questions

What is the role of a Competitive Analysis?

Competitive analysis helps organisations understand where they stand within their market and how they can stand apart. It identifies the conventions that define a category, the areas of saturation, and the opportunities for distinct positioning. The goal is to clarify how your brand can lead with confidence rather than follow convention.

How does Fable&Co. approach this process?

Our analysis goes beyond benchmarking logos and taglines. We examine how competitors communicate, behave, and position themselves. This includes assessing tone of voice, design systems, messaging, and audience experience. The outcome is an informed perspective on where your brand fits and how it can differentiate with authenticity.

What industries benefit most from Competitive Analysis?

These are industries where distinctiveness is often difficult to achieve. Competitive analysis is particularly valuable in sectors where credibility and clarity are essential. We’ve conducted studies across finance, professional services, sustainability, and technology. Each analysis is tailored to reflect the dynamics, language, and expectations of your specific market.

What kind of insight do we receive?

The analaysis includes a comprehensive review of your competitive landscape, highlighting shared patterns, whitespace, and key opportunities. We translate these findings into actionable recommendations that inform brand positioning, messaging, and visual direction. It isn’t just data; it is strategic guidance that shapes meaningful differentiation.

How do you ensure the findings are objective?

Our process combines data and expert interpretation. We evaluate both quantitative and qualitative factors using clear criteria, then apply our experienced judgment to uncover what truly matters. This balance of evidence and expertise ensures insights are objective, accurate, and relevant to your organisation’s goals.

How does this stage connect to other services?

Competitive analysis often forms part of a wider discovery or strategy phase. The insights inform brand positioning, proposition development, and identity design. By clarifying the market context early, we ensure that every creative decision is grounded in understanding.