Brand Strategist
COMPETITOR AUDIT
Mercy Corps
To discover white space for the brand and to see how indirect competitors solve similar brand problems, I conducted a competitor audit that looked at 4 direct competitors and 4 indirect competitors. The insights and recommendations from the audit informed our evolved content strategy and communications pillars.
PROCESS
I delved into six months of direct competitor’s social channels (FB, Instagram, TW, Youtube) and their website and/or blog. I also looked at indirect competitors for potential solutions to problems our brand faced (e.g. making complex narratives succinct and approachable).
OPPORTUNITIES DISCOVERED
Discovered a variety of opportunities for our brand including prioritizing 2-3 focus areas, leaning into our work with young people as a differentiator, and elevating the voice of our team members.
