In today’s highly competitive environment, simply having an attractive brand is not enough to ensure a brand’s success. Brands must strategically differentiate themselves both on the shelf and online to capture consumer attention. A visual audit of the competitive landscape is a critical tool for brands looking to assess how their products compare to competitors in terms of visual impact, messaging, and overall brand experience.
At Fluid Branding, we take a comprehensive approach to visual auditing that goes beyond simply reviewing packaging design. We analyse all touchpoints of competitor brands, including websites, advertising campaigns, social media presence, illustration styles, copy and messaging, and colour usage. Our goal is to provide brands with a complete picture of how their competitors present themselves visually and how these presentations resonate with consumers.
- Distinctive Brand Asset Analysis: We break down all distinctive brand assets—logos, colours, fonts, packaging, and even tone of voice—to evaluate how well a brand is recognised and distiguished from its competitors. By understanding the strengths and weaknesses of these assets across the market, we help brands refine their own DBAs for maximum consumer impact.
- Category Colour Usage: Colour is one of the most recognisable elements of a brand, but many companies either conform to standard category colours or risk differentiation by breaking away from them. In our visual audit, we assess how brands use colour in their packaging or other visual language touchpoints, determining whether they align with or stand out from their category. For example, a beverage brand might rely on the industry-standard blue for water, or they might take a bold step with a distinct new colour to break through the clutter. We provide insights into how color choices can either help or hinder a brand’s competitive positioning.
- Messaging and Copy: Beyond visual elements, our audit includes a detailed review of competitors’ messaging. We assess the tone, structure, and alignment with brand values, analysing whether competitors are speaking to their target market effectively or missing opportunities to engage. This provides a strategic advantage for brands seeking to refine their own messaging.
- Web and Digital Presence: In addition to physical packaging, we analyse competitors’ websites and digital ads. This includes a review of website design, user experience, online advertising, and digital engagement strategies. This holistic view allows brands to see how competitors present themselves across all digital channels, ensuring that they can remain competitive both in-store and online.
The Role of Visual Attention Software (VAS) in Visual Audits
As part of our visual audit process, Fluid leverages cutting-edge Visual Attention Software (VAS). This AI tool analyses key visual elements—such as colour, size, contrast, motion, and orientation—to predict where a viewer’s attention is most likely to be drawn. VAS enables us to evaluate how well a brand’s packaging and in-store displays perform in capturing consumer attention, providing a data-driven foundation for creative refinements.
- Identifying Key Visual Cues: By utilising VAS, we can pinpoint which elements of a brand’s design are effectively capturing attention and which areas need improvement. This can include refining the placement of logos, enhancing product photography, or improving the visibility of key ingredients and messaging. For example, in a competitive category like plant-based food, VAS can reveal whether consumers are noticing vital information such as “organic” or “non-GMO” claims on packaging.
- Real-World Application: One real-world example of how VAS has benefited brands is Fluid’s work with Monde Nissin’s Black Swan Batched dips. During the packaging redesign, VAS revealed that the original clear plastic packaging blended in with competitors on the shelf. By introducing new visual cues—such as bold ingredient illustrations and enhanced product blocking—Fluid helped Black Swan gain better shelf visibility and drive more consumer engagement.
Reviewing Competitor Brand Touchpoints
The visual audit process encompasses a thorough review of all competitor touchpoints. This comprehensive evaluation provides brands with insights into what their competitors are doing well and where they may be falling short. Key areas of focus include:
- Advertising Campaigns: We examine how competitors are positioning themselves in the market through digital, print, and broadcast advertising. By analysing the visual language, illustration styles, and messaging used in these campaigns, Fluid helps brands identify opportunities to distinguish themselves in their advertising efforts.
- Illustration and Visual Style: Competitor brands often develop unique illustration or visual styles to enhance their messaging. We review these design choices to determine how effective they are in resonating with consumers and standing out in the market. This insight can help brands refine their own visual storytelling techniques.
- In-Store and Digital Consistency: Our audit evaluates whether a brand maintains consistency between in-store displays and its digital presence. By analysing touchpoints like websites, social media, and digital advertisements, we ensure that brands maintain a unified, compelling identity across all channels.
Conducting a visual audit provides brands with a competitive advantage by identifying gaps and opportunities in the market. Fluid’s combination of VAS technology and comprehensive competitor analysis helps brands refine their visual assets and messaging, ensuring their products stand out both in-store and online.
By breaking down all aspects of competitor branding—from packaging design to digital ads—Fluid gives brands the insights they need to optimize their marketing strategies. Whether you are looking to refine your Distinctive Brand Assets, improve shelf presence, or boost digital engagement, Fluid’s visual audit service offers the tools and expertise to achieve your goals.