Competitor Teardowns the Right Way
Competitor Teardowns the Right Way. The goal isn’t clever—it’s clarity people can repeat after hearing it once.
Templates reduce decisions so teams ship on time with the same quality.
Steps
- List three proof points — Social, data, demos. Proof turns belief into trust.
- Document decisions in one page — People use what they can read in two minutes.
- State the promise in plain words — Avoid poetry; say the outcome a buyer can point to later.
- Design constraints before concepts — Constraints produce coherence; they are not creative jail.
- Define the audience and their stakes — Name who loses what if nothing changes; real stakes sharpen choices.
Why this matters: Social, data, demos. Proof turns belief into trust. In branding, consistency is a function of decisions captured and reused.
Why this matters: People use what they can read in two minutes. In branding, consistency is a function of decisions captured and reused.
Why this matters: Avoid poetry; say the outcome a buyer can point to later. In branding, consistency is a function of decisions captured and reused.
Why this matters: Constraints produce coherence; they are not creative jail. In branding, consistency is a function of decisions captured and reused.
Why this matters: Name who loses what if nothing changes; real stakes sharpen choices. In branding, consistency is a function of decisions captured and reused.
Toolkit
- Palette tokens — CSS variables / design tokens for color and spacing across apps.
- Voice ladder — From formal to playful with examples for each channel.
- Messaging blocks — Headline • subhead • bullets • CTA mapped to page sections.
How to use it: CSS variables / design tokens for color and spacing across apps. Save the final in a shared doc; link from tickets so execution matches intent.
How to use it: From formal to playful with examples for each channel. Save the final in a shared doc; link from tickets so execution matches intent.
How to use it: Headline • subhead • bullets • CTA mapped to page sections. Save the final in a shared doc; link from tickets so execution matches intent.
Related Articles
- Positioning Traps (and Fixes) — Deep Dive #2
- ICP vs Buyer Persona: What’s the Difference? — Playbook #2
- Personas That Don’t Lie — Case Files #2
- Onboarding Emails that Feel On‑Brand — Deep Dive #2
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