You in all probability already know all about SWOT evaluation. You would possibly even have your oppositions goal demographics, market share and gross sales figures readily available. However have you ever ever utilized the identical sort of stringent methodology to analysing your opponents’ visible presence within the market? A graphic design audit is a unbelievable and comparatively straightforward method to get a transparent image of how your opponents are perceived, what key messages they’re speaking and the way you look when positioned alongside them. It is also a invaluable train that informs you about the kind of communication your clients are receiving frequently out of your key opponents.
So how do you do it?
Step one to a graphic design audit is to compile each piece of gross sales and advertising collateral yow will discover from the competitors. This consists of trawling by their web site and taking display screen grabs of key pages, subscribing to their mailing lists, getting your palms on their brochures, buying their merchandise so you’ll be able to take a look at packaging and so on. and so on.
Based on Peter L. Phillips creator of “Creating the Good Design Temporary – Methods to Handle Design for Strategic Benefit”, the most effective, least costly and quickest strategies is to attend all trade commerce exhibits. There’s nothing unlawful, unprofessional or immoral about this follow. Enterprise is merely a recreation we’re taking part in to win in spite of everything!
Mr Phillips additionally suggests utilizing your gross sales pressure members to seek out out what the competitors are as much as.
As they arrive into direct contact with clients day-after-day, they will usually choose up aggressive literature from the client. They solely have to know what you want and naturally why you want it.
So after getting compiled the data, what do you do with it?
One of the best ways to begin is by placing your opponents’ info up on the wall and analysing them one after the other. Invite as many individuals as attainable out of your gross sales, advertising and enterprise groups to offer their particular person opinion on what design parts are working very nicely for the competitors, and what weaknesses they will see. By beginning your evaluation in your opponents first, you’ll construct up a little bit of objectivity so you’ll be able to then flip the identical harsh critique onto your self.
Search for methods the design and language make a doc distinctive. Have they got a pleasant feel and appear that displays extra personalised service? Do they give the impression of being extra skilled than you? Why? Is it as a result of the web page is much less cluttered, the colors are extra toned down or another purpose? Is their web site simpler to navigate than your individual? What do you assume their causes behind these selections have been? Is there something you’ll be able to be taught from them? Most significantly, how are these opponents utilizing design for aggressive benefit?
Now for the arduous half – utilizing the identical evaluation on your self. Reassure your employees that this isn’t an train the place they should defend their work, it’s merely a method of gaining helpful info that might offer you a aggressive benefit that improves your backside line. This facet of the audit generally proves a bit tough so that you would possibly want an impartial opinion from a graphic design agency that understands the method that will help you out.
It’s superb how a lot strategic info this course of can generate. It provides you with new concepts and a recent perspective that may affect your entire method you strategy your advertising for the yr. And contemplating plenty of companies consider graphic design as an annoying inconvenience, if you’re the primary to make use of this extra strategic strategy one can find it’s one other instrument that will help you keep one step forward of the competitors.