What Are Your Competitors’ Brand Stories?

I’m not suggesting that you should be paranoid, but every now and then, it’s worthwhile to take a look over your shoulder and see what your competition is doing. You want to see what types of marketing activities they are engaged in, what events they are attending and, in general, just how they present themselves. Did they suddenly tell customers they could be followed on Twitter?

This isn’t a passive game. You should actively compare the brand stories they are telling to your own. Put yourself in the place of a potential customer – who would you be more likely to do business with when you visit either company’s web site?

How do they describe themselves? Are they using the same language as you? When you visit their web site, is it clear what they are offering customers? Now take a look at your own site. Is it clear what you are offering customers?

Sometimes, it’s helpful to take a look in the mirror to see who you are and how you might be perceived. Sometimes, though, it’s helpful to sneak a peek over the neighbor’s fence.