Before advising on brand identity and positioning we always investigate the competition to ensure that we are not placing the brand in a spot already saturated by competitors, unless that is we have reason to believe that our client’s value proposition is so much more compelling and credible that we can easily shift customer allegiance.

The other reason we engage in such extensive and ongoing competitor analysis is more tactical. By investigating how these competitors attract new business and communicate with their customers we can often uncover quick win opportunities. For example, if we can see that a direct competitor is driving traffic via a referral website or a particular social media platform then there is a strong argument that this should also be incorporated into our plan of attack. We conduct this competitor analysis through a combination of mystery shopping phone calls, website traffic and social media analysis, and general browsing for customer reviews and feedback.

By collating all this information we can begin to build a sense of what really defines the business and what has shaped its success to date. We can understand the special elements that need to be highlighted and the frailties that need to be strengthened.

Other important areas of research involved in our market analysis include:

YOUR BUSINESS

THE AUDIENCE

THE BROADER MARKET CONDITIONS

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The first step is to perform in depth research into your business, target audience and competitors to develop a complete strategy for your brand and content, along with all paid and organic channels.

If required, we will then use our research to propose a complete brand identity, including your brand core, product features, organisational values and visual identity.

Before starting any content development, it’s essential that the technical foundations are in place, including domain health, site speed and mobile compatibility.

In order to differentiate the brand we need a number of big ideas to spearhead the content activity, driven by influencer engagement. There must also be a clear content framework that defines the subject and format of content within the monthly calendar.

once the content strategy is defined we need to be clear on the role and objective of each channel, including the search engines, email, blogging and social media sites.

Alongside the brand strategy there should be a targeted advertising campaign focused on lead generation within an agreed CPA (Cost Per Acquisition). Common channels for a CPA campaign include PPC, remarketing and social direct response.

We believe in rapid iteration and that requires regular analysis and reporting focused on a small number of key performance indicators, with the primary emphasis always on sales.