

One of the key components of developing and establishing a long-lasting brand is considering your competition, your industry as a whole — and your position relative to both.

At VIA Studio, an industry competitive analysis is part of our tried and true Brand Strategy process and like other elements of our process, this one guides the work in rebranding or developing a brand.

allows us insight into similar organizations. We conduct a thorough audit of our clients’ competitors' messaging to understand how they position themselves.

Understanding the space your products and brand occupy in the market and in the mind of your consumers is critical — and studying your competitor's position helps you understand yours more clearly.

More often than not, your organization has several competitors or organizations that offer similar products. When we conduct an audit of other brands in the same industry, we get one step closer to identifying the 

 of the top players in your industry. Our audit turns into something more actionable with insights and recommendations for our clients.

in tandem with our industry competitive analysis. Similar to the industry competitive analysis, the visual brand analysis is an audit of all the current branded elements, online and offline, and allows us to analyze competitors’ usage of color, typography, design, and illustration.

, a leader in the beverage alcohol industry, through our immersive Brand Strategy process and the industry competitive analysis we conducted for them early on provides a good look into this work.

At the beginning of our Brand Strategy process, after interviewing their stakeholders, we audited the messaging and brand focus of eight of their top competitors.

After a thorough audit of each competitor one by one from a messaging and visual standpoint, we looked at them relative to Provi. This process allowed us to better understand what aspects and UVPs of Provi we wanted to elevate and lean into — and how we could separate Provi from all of their competition.

Determining the similarities and differences between your brand and your competitors’ or entire industry allows you to think more about how you can reach your consumers more effectively.

Left: Logo comparison. Right: Brand color comparison.

VIA Studio looks at your company's logo and color palette compared to your competition to help give you a competitive edge in your brand positioning.

Brand Competitor Identity Comparison

Now more than ever, brands are fighting to catch and maintain consumer attention — and all the elements of your brand together affect how users engage with or consume your brand.

Our team considers how messaging and visuals work together to establish your position. We believe that all parts of your brand must support each other and work together.

You could have the most useful product on the market, but without a solid brand positioning, messaging, and identity/design to back it up, it will be harder to see the value and cohesive, clear purpose in what you’re offering — and that’s why we see these audits as necessary. They truly allow us to map out where your brand currently is, and where your competitors are so that together we can determine where you need to go.

Website screenshots of Provi, Back Bar, and Blue Cart.

VIA Studio helps companies like Provi develop and understand their brand positioning amongst competitors.

Brand Positioning

The biggest value in conducting these two analyses is that you gain a clearer picture of your brand, your goals and mission, and how to bring those into focus. 

This process opens the door to pivotal questions that lead you to build an impactful, long-lasting brand.

What is my position in the industry relative to my competition?

Do my messaging and visual branding materials convey my product/organization's value?

What are my UVPs and are they clearly conveyed?

What UVPs are my competitors leading with and why?

Do I want to utilize the same colors used by other brands within my industry? Why or why not?

Do the visuals and illustrations support my overall message and brand 

 if you think our approach is a match for your needs.

Positioning Your Company for Differentiation

 at VIA Studio is two components: Brand Strategy and Brand Identity. 

 is a process that helps you find the unique values of your organization and your value to your audience, and defines how you can best communicate that value. 

 is the outward expression of your company, and is crafted from your logo, colors, typography, as well as the rules that govern how they are implemented. A great identity reinforces confidence in and awareness of your brand.

Branding

Branding Behind the Scenes

Welcome to our 12th annual Holiday Gift Guide!

Each year, our team puts together our top, hand-picked gifts to help you explore new ideas for everyone on your holiday list. Our gift ideas include everything from experiences to tangible, practical, affordable, and sentimental gifts. We hope you enjoy browsing our 2022 Holiday Gift Guide!

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Contrary to popular belief the Happiest Place on Earth™  isn't Disney World, it's actually Woman-Owned Wallets in NuLu. This little shop which I lovingly refer to as "Woman & Woman First" (Portlandia anyone?) is sure to put a smile on any Millennials' face and make them forget about all those student loans during the holiday season. All of their products are made by women, hence the name. Their selection of stickers makes perfect gift toppers because sometimes it's what's on the outside that counts.


Woman-Owned Wallet | Stickers

For your many many friends that became pet parents during 2020, you'll find just the right gift at The Dog Shop. From treats for you to your Scooby-Doo this shop will leave them begging for more. My personal fav is the Dogs Are The New Kids Tee. Did I buy one? No, I bought two.

Pet Parent Tee 

Take a class together! For the person that has everything, the one thing they are missing is more quality time with you! Memories made together is timeless, priceless, and gift wrap free. For those of you who happen to find yourself in my neck of the woods, check out New York Kitchen for a wide range of classes from cooking to candles and everything in between.



New York Kitchen

From Andy Weir, author of "The Martian". Recently out on paperback, this is the best science fiction book of the last five years. Super fun read, and also one of the best audiobooks I've heard. Yes, I'm a nerd. I've both read and listened to the book. It's that good.

Project Hail Mary

Some friends and I booted up a dance music event company two years ago. Since then we've hosted over 30 live-stream and in-person events. It's been really fun to bring people back together. With the branding, I've been asked if I'm part of a cult now, so I'll take that as a compliment. Get your space necklace here!

TRANSMIT Medallion Necklace

I remain an avid art collector and having seen great art and memories fade by the sun, I am an advocate for putting that art in a nice frame with UV glass. I've been using Deck the Walls in St. Matthews for years, and they have never let me down. The owner, Chasson Higdon, is honest and friendly and has great taste in art. Tell him we sent you!

The Gift of Framing

...and throw in some reliable cords with that. This is how boring my life is now. Our house is littered with ancient USB chargers, and now that my last micro-USB device (buh-bye old Kindle) has been retired, USB-C is ubiquitous. Still, for some reason, I'm always searching for a charger. This charger has great ratings and is supposed to be a super-fast charging solution for phones, laptops, and all your other USB-C gadgets.

Anker 100W USB C Charger

The Ninja CREAMi is an absolute game changer! It allows you to make ice cream, sorbet, and gelato at home, but without the mess of normal ice cream makers. Everything is confined to pint containers, which are dishwasher safe, and making frozen treats are a breeze. For example, a mango sorbet can be made with just a can of diced mangos (that's all) and comes out perfectly.

Ninja | CREAMi Ice Cream Maker

A good friend of mine wrote and published his first book this past year, Dusk on the Western Range. It's a mix of Star Wars meets the Wild West with the pandemic on top of it all — it’s a very enjoyable read.


Dusk on the Western Range

Strange item for a holiday guide, but I'm telling you this made pool upkeep so much easier this past summer. I was able to drop this in the filter and really only messed with Chlorine the rest of the time, nothing else. Our pool never turned green and we never had any issues.


PoolRX+

Before Peloton, there was Zwift, the virtual indoor cycling app that allowed you to ride, race, and train on virtual roads using your own bike. Now, after Peloton has imploded, Zwift has launched their own trainer contraption for a fraction of the cost of a Peloton bike, or for other indoor trainers like the Wahoo Kickr. If you've got a road or mountain bike, you can hook it up here and start "Zwifting" from the comfort of your basement. 

The Zwift Indoor Cycle Trainer

I resisted these for a long time. What is this, the mid-90s? The mid 1890s? Naw... it's 2022 and these well-made, multi-functional, super-comfy overalls are the perfect gardening/camping/DIYing 'fit. The material is lightweight, the stitching is supreme, and do NOT get me started on the pocket situation. Also available in a superior women's version that has a gnome pattern and buttoning roll-up cuffs (c'mon Duluth! Dudes want to roll their gnome bibs, too!).

Duluth Trading Company | Gardening Overalls

What if I told you you could mix gardening and stabbing? Well, you CAN and it's just as effective as it is therapeutic. You can dig a tiny grave for your un-ergonomic spade and trowels with this useful, easy-to-clean, multipurpose gardening weapon... er tool.

Hori Hori Gardening Knife

This Lyndon tea shop feels like it could be straight out of Stars Hollow. They have a huge selection of 150 different loose-leaf teas that you can sample at their tea bar, as well as cute giftables like teapots, mugs, and infusers. My personal favorite tea blends (so far!) have been Ambrosia and Fairy Garden. 



Louisville Tea Company

I'll admit I bought this journal on a whim after seeing it on TikTok but was surprised at the quality of both the materials and the questions! There are 365 prompts that will guide you on a year-long journey through topics like self-awareness, personal growth, and creating happiness, making it the perfect gift to kick off 2023.  


Better Every Day Journal

For the folks who always have to have the window seat on the plane, how about trying the views from the cockpit? Your flight instructor at Louisville Aviation will ask you what you want to get out of the experience, whether that's learning how to fly the plane and doing some touch-and-go landings, or just enjoying the ride and sightseeing in Louisville from a whole new altitude. Either way, it's unforgettable! 


One Hour Flight Lesson

These are more than just journals with funny covers. Each inappropriate, awkward and awfully honest book title aims to poke fun at life in ways we can all relate to. They playfully highlight the flaws we’re all too proud to admit and remind ourselves that, after all, we’re just human.


WTF Notebooks

In search of smell-good items for the home that are non-toxic? Pura Diffuser and oils are perfect to replace Candles. There are no additives, chemicals, or toxins in anything that is Pura branded. It has been their goal as a company from the very beginning to offer scents that are safe to diffuse around our families and pets.


Pura

This is great for travel, home, or work. It’s compact and can be set up in any location. It has three charging stations so you can use it to charge your iPhone, Apple Watch, and Airpods.


3 in 1 Wireless Charger

Always looking for cheat codes to improve my mental and physical health. Headspace is 1 of those. I love their sleep casts to help me drift off, their guided running meditations, and just the quick "headspace" opportunities they provide for any and all situations. If I'm sitting in traffic, sometimes I'll pop on a five minute guided meditation. Having that as a resource in your pocket at all times is amazing. It's a yearly investment worth making.



Headspace Annual Subscription

Non-stick, non-toxic. Equally important attributes. We have waaaaaay more pots and pans than we need. They're awkward to store and I really only use one or two. But this is one that does it all, so I could donate the old and only have one, do-everything pan. Plus, it's nice looking enough to leave out as decor. Amazing!

Our Place | Always Pan 

Having an almost 3-year-old and a newborn on the way, we’re always looking for family activities that don't cost a lot and will keep everyone entertained. Sometimes it's walking around Cosco aimlessly for an hour and sometimes it's a bit more rewarding and educational. Being able to walk to the Zoo from our house AND get in for free year-round? Sign. Me. Up ... Please?

Louisville Zoo + Kentucky Science Center Dual Membership

When I was a young girl (many moons ago), I remember a beloved aunt who adopted a panda from WWF for me as a Christmas gift. I don't know what I adored more, the cuddly little stuffed animal or looking at the certificate knowing I was helping an endangered animal. Now as an adult, I love receiving the WWF Gifts catalog every year and making a donation to help support WWF's global efforts to protect wild animals and their habitats. Do you know someone who loves sea turtles? blue-footed booby? narwhal? two-toed sloth? There’s an animal for everyone! Plus, when you donate not only are you supporting such a worthy cause but you can now pick a stuffed animal, fun socks, or even a bobblehead to commemorate your donation!


World Wildlife Fund 

I quickly breezed through our former first lady's book, Becoming, when it was first released and I am super excited to read her latest book, The Light We Carry. Mrs. Obama is an inspiration to many of us. I appreciate her honesty, her candor, and her natural ability to make others feel at ease and included. I truly can't wait to learn more valuable lessons from this amazing role model who teaches lessons like “starting kind,” “going high,” and assembling a “kitchen table” of trusted friends and mentors. Order below or from your local bookstore!

The Light We Carry by Michelle Obama

A little over ten years ago I had LASIK eye surgery. The surgeon told me that I was a great candidate but joked that in time "my arms would get shorter." I gave him a puzzled look and he said due to my age, I would need readers in the future (ouch!). Well, that inevitable day has come and after seeing numerous friends and colleagues wearing these cute peepers, I finally broke down and bought myself two pairs. They are super cute and affordable so you can buy multiple pairs!



Peepers 

Shopping for a perfume enthusiast can be tough, but they’re sure to love one of these perfume oils by Malin + Goetz. My personal favorite is the Dark Rum — which possesses hints of leather, bergamot, and rum. I wear this perfume oil whenever I want, regardless of season, because it's that versatile. 

Thank me later.

Malin + Goetz | Perfume Oil

I don’t even know where to start with this game, but please, keep reading! If you’re looking to reconnect with an old friend, have deep conversations with a family member, or practice more gratitude in your love life — this game is for you. The thing is, this game is for everyone. This specific deck has three levels: Perception, Connection, and Reflection. As you go on, the game requires you to dig deeper, but the beauty is that in between those tough questions, there are funny, light-hearted questions and reminders. How does the game end? Whenever you want. The only requirement is that you write a note to the other player that they’ll open once you part ways. Check out their expansion decks, too!


We’re Not Really Strangers | Card Game

I’m a quality over quantity person who appreciates all things comfort. Naturally, that makes me a lover of the Smartwool brand. I love their socks because they're made of merino wool, are long-lasting, and comfortable. This is a practical gift that the receiver will get good use of. Shopping for an athletic person this holiday season? Check out their socks made for various sports like hiking, running, skiing, and more.


Smartwool | Socks

This tile mat is an all-purpose mat that’s functional, beautiful, and my favorite part — customizable. Each mat is a timeless, vintage-inspired hexagon tile design and features removable caps that can be used to create endless patterns, designs, and words. 

Letterfolk | Tile Mat

We designed this bag to take the hassle out of packing for the weekend or whichever days you’re away. Seriously, this tote’s easy-access opening makes getting everything in and out a breeze (no flashlight required). Plus, the bottom compartment is designed to keep your shoes, toiletries and travel essentials separate — you can even stash a hair dryer in there. Bonus points: there’s a zipper-pocket on the back that becomes a trolley sleeve so it fits over your luggage handle. 



Beis Travel | Weekender Bag

This perfume set comes with 13 sample-size fragrances ranging from fruity florals to warm and sweet gourmands. With this sampler, you are able to try your favorites and then take the included scent certificate to any Sephora to redeem for a full size of your favorite featured fragrance at no extra cost.

Sephora Favorites | Perfume Sampler

I purchased a PS5 in the fall and while I love it, it lacks the mobility offered by my Nintendo Switch. The Backbone One Mobile Controller solves that problem! It comes in Apple or Android versions. Once paired with the PS Remote Play App the Backbone controller allows you to play PS5 games anywhere on your mobile device!


Backbone One Mobile PS5 Controller

The Herschel Little America Backpack is the perfect bag for weekend trips. It offers lots of cargo volume and looks good while doing it. This is my ideal checked luggage bag for short weekend trips. The straps are comfortable, it offers a laptop sleeve and comes in a variety of colors. This is the one bag you need for a short trip.


Herschel Little America Backpack

I bought one of these hoodies this fall and loved it so much that I immediately ordered two more! It is soft, comfortable, and comes in a variety of colors. It can be worn on a lazy day around the house or out and about on a cold afternoon. Trust me, if you try this hoodie you will want more of them!


Gap | Vintage Soft Hoodie

My wife swears by these slippers, which she can’t live without once the temperature starts trending downward this time of year. “It’s like wearing hugs on your feet,” she says, but for much less than the cost of energy-efficient windows!


Bombas | Slippers

For the aspiring explorer in your life, consider this augmented-reality globe. Perfect for anyone who has access to a smart device and is too young to read and Google “Kyrgyzstan” without assistance.

Orboot Globe

Like all great cookbooks, Ruffage teaches both how to make particular dishes and how to approach cooking in an entirely new way. Organized by vegetable rather than meal-type, this book is for when you pick whatever looks good at the farmer’s market and then think, “Okay, now what?” Find the chapter for whatever vegetable you came home with and get the inspiration you need to make something delicious.


Ruffage: A Practical Guide to Vegetables by Abra Berens

For the more holistic and mindful person in your life, a sound bath would be a phenomenal experience. This experience is exactly as it sounds, bathing the body in sounds that are healing for the mind and soul. This is a true experience that any yogi or more mindful person would love as a gift!


Inner Warrior | Sound Bath

When was the last time you explored the offerings of Actors Theatre? Did you know that some of their work is now offered as a VR experience for only $5.99? Take your time to peruse their site as they truly have something for everyone. You can also consider purchasing a membership ranging from $5 to $50 a month which comes with a long list of benefits! 

Actors Theatre

This new-on-the-scene coffee is perfect for the person in your life that drinks coffee and takes CBD daily. Now, you can bundle the two costs for a more affordable and jitter-free coffee experience. Plus the coffee tastes amazing!

Ajla Bedzetovic

Journal Entries

Branding Behind the Scenes

Holiday Gift Guide 2022