🧢 Coach T's Recap
Great brand strategy starts with understanding the category you're competing in. The Category Profile gives you a view of the category consumer so you can see who’s buying, how your brand stacks up, and where to play next. It’s your shortcut to sharper targeting, smarter creative, and more strategic growth.
Want to grow your brand? Start by understanding the category you’re in.
The Category Profile page is your view into 'who' - who is buying the category? It’s your go-to view for understanding the total market and uncovering smart ways to grow.
What the Category Profile page shows
All demographics view
In the chart below, the green bars show the demographic breakdown of the category consumer. This is the category profile, showing who makes up the total market across age, gender, region, and more.
The purple bars show the brand’s profile among people who are aware of it. You can also toggle across funnel stages to see where you over/under index compared to the category at each stage.
These comparisons help answer 👇
Are we growing with the category or in a silo?
Are we converting the right people?
Are our buyers, fans, or users reflective of the real market?
Significant performance
As you toggle through your brand and competitor profiles, we’ll highlight where a brand significantly over/under indexes with a segment relative to the category making it easy to spot where to scale, refine, or differentiate.
Demographic comparison
This view shows how each brand’s audience is distributed across key demographics such as age, gender, or region, side-by-side with the overall category profile. It helps you understand how closely your brand aligns with the total market, or where you’re attracting a different (or more niche) audience.
Together, these views give you the insight to ask (and answer) the questions that shape smarter strategy 👇
Who’s engaging with my brand, and how does that compare to the competition?
Are we reaching the right audiences or missing key ones?
Where should we adjust our targeting to maximise growth?
How does our demographic mix stack up against competitors? Where are the gaps?
Which consumer segments are most relevant for our brand?
Should we tailor our creative strategy to better connect with specific groups?