Taking on a project with a new client can feel like setting sail in uncharted waters. As we embark, the implementation of a discovery phase provides us with the tools needed to navigate a unique and client-focused creative process. In addition to stakeholder interviews, a competitive analysis is an invaluable tool that provides us with crucial insights that will shape effective strategies and lead to exceptional results.
A SWOT analysis evaluates an organization’s Strengths, Weaknesses, Opportunities, Threats – and it’s not corporate jargon but a treasure trove of information. This process uncovers what keeps your competitors afloat and what could run them aground — what new opportunities competitors are exploring and where they could encounter hazards. When done correctly, the SWOT reveals critical insights that can be used to a client’s advantage, allowing them to capitalize on their competitors’ missteps and turn a competitor’s weaknesses into their strengths and threats into opportunities.
At KingFish, a SWOT typically includes a close inspection of competitor websites to evaluate user experience, content strategy, and SEO practices. Additionally, a social media assessment identifies types of content competitors create and how frequently they share it. We determine how each competitor markets themselves and how they connect with their followers and our research inspires a tailored content strategy.
This iterative process uncovers a client’s differentiators, which are the unique advantages that set an organization apart in the marketplace. These traits distinguish their products and services from key competitors and should be leveraged and amplified in order to appeal to target audiences. Understanding these differentiators will help to better navigate the competitive waters, avoid potential obstacles, and chart a course toward success.
As we dive into the realm of messaging and visual representation, we analyze how competitors position their brand and speak to their audience through voice, tone, and visual design. We use this knowledge to craft a distinctive voice and brand experience, as well as irresistible calls to action (CTA) that make our clients stand out in a sea of competitors.
Whether our client’s goal is to rebrand, launch an ad campaign, increase web traffic, develop an impactful social media presence, or drive overall brand engagement — a competitive analysis is often the first step to uncovering their organization’s unique attributes.
