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
SERVICES
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