You probably already know everything about SWOT analysis. You may even have the target demographics, market share, and sales data of your competitors. But have you ever applied the same type of rigorous methodology for analyzing the visual presence of your competitors in the market? A graphic design check is a fantastic and relatively easy way to get a clear picture of how your competitors are perceived, what the key messages are and what you look like when you stand next to them. It is also a valuable exercise that informs you about the type of communication that your customers receive on a regular basis from your key competitors.
So how do you do it?
The first step in a graphic design check is to gather every piece of sales and marketing material you can find from the competition. This includes exploring their website and taking snapshots of their home pages, subscribing to their mailing lists, getting their booklets, purchasing their products so you can take a look at the packaging, etc. etc.
According to Peter L. Phillips, author of "Creating the Perfect Design Brief - How to Manage Design for Strategic Advantage," one of the best, least expensive, and fastest ways is to keep track of all the trade shows in the industry. There is nothing illegal, unprofessional or immoral about this practice. Business is just a game we play to win in the end!
Mr. Phillips also suggests that you use your sales team members to find out what the competition is doing.
As they come in direct contact with customers on a daily basis, they can often get competing forms from the customer. All they need to know is what you need and of course why you need it.
So once you have gathered the information, what do you do with it?
The best way to get started is to post your competitors' information on the wall and analyze it one by one. Invite as many people as possible from your sales, marketing and business teams to give their individual opinion on which design elements work very well for the competition and what weaknesses they may see. Starting your analysis first with your competitors, you will gain a little objectivity, so that you can then focus the same harsh criticism on yourself.
Look for ways in which design and language make a document unique. Do they have a friendly look and feel that reflects more personalized service? Do they look more professional than you? Why; Is it because the page is less messy, the colors are more discolored or for some other reason? Is it easier to navigate their site than yours? What do you think were the reasons that led them to these choices? Is there anything you can learn from them? Most importantly, how do these competitors use design for competitive advantage?
Now the hard part - using the same resolution on yourself. Assure your staff that this is not an exercise where they have to defend their job, it is just a way of gaining useful information that could give you a competitive advantage that improves your end result. This aspect of auditing can sometimes be a little tricky, so you may need an independent opinion from a graphic design company who understands the process to help you.
It's amazing how much strategic information this process can generate. It will give you new ideas and a fresh perspective that can affect the whole way you approach your marketing for the current year. And given that many companies consider graphic design to be a hassle, if you are the first to use this more strategic approach, you will find that it is another tool that will help you stay one step ahead of the competition.
