Why care about competitors
We’ve just been working with an agency who’d been advised to ignore their competitors and focus on their own work. That’s rubbish. While you’re working in your studio bubble, your clients are out there comparing you to other designers every time they need work done.
Understanding your competition isn’t about copying them – it’s about clarity.
Here’s why it matters.
Your onlyness
Standing out isn’t about being better than everyone else – it’s about being distinctive.
Your onlyness comes from things only you have: your background in healthcare, your obsession with sustainable materials, your experience as a former teacher who understands how people learn.
Problem is, you can’t articulate what makes you distinct if you don’t know what others are saying. When a client asks “why should we work with you instead of Studio X?” you need an answer that’s not just “we’re really good.”
Action: Research competitors and view their services fresh, through your client’s eyes. Document insights as the start of your competitor analysis research. Not sure how? Email and I’ll send our factsheet.
Collaboration opportunities
Here’s something most designers miss: your ‘competitors’ might actually be your best collaborators.
That studio doing brilliant packaging but struggling with digital? Perfect partner for your next project. Understanding the competitive landscape helps you spot these opportunities rather than seeing everyone as a threat.
Action: Lean into a deep knowledge base in specific areas then look for complementary skills in others. Different expertise often means collaboration potential.
The so-what?
Look at your business through a client’s eyes. They’re not just choosing you – they’re choosing you over someone else. Humans like options, and clients are no different.
If you can’t explain why you’re the right choice beyond “trust us, we’re great,” you’re making their decision harder.
Understanding competitors helps you articulate your onlyness.
Want to continue the discussion? Email Carol.
Carol Mackay
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Want more?
These articles talk about working in a competitive field:
- How designers can use LinkedIn to find clients — explains how designers can build a profile and strategy on LinkedIn to target the kinds of clients and projects that suit them rather than relying purely on referrals
- The problem with referrals — offers insight into why referrals are not the best way to get new business
- What clients want from a designer
About Carol
After 30+ years running a design studio, I accumulated a pretty special network of fellow designers. One thing most have in common: a need for more information about the ‘business’ side of design. Most are impatient with any task competing for time spent doing what they love – designing so they wanted more info about how to work more efficiently and effectively.
Not me. I love that intersection between design and business. I built a career working with Ombudsman schemes, the Emergency Services sector and the Courts. My special power has always been an ability to use design to translate the difficult to understand or the unpalatable message.
I now use exactly the same skills with creative business owners. I translate the indigestible into bite-sized chunks of information. I share insights, introduce tools and embed processes to help others build confidence business decision-making skills. More confidence makes it easier to grasp opportunities. More confidence makes it easier to recognise a good client from the bad.
Outside DBC I have mentored with Womentor, AGDA The Aunties, and most recently Regional Arts NSW.
And I’m a proud volunteer and board member of Never Not Creative.
Always happy to chat, I can be contacted here.
