Follow this step-by-step guide to learn the modern process of conducting a competitor landscape analysis in Milanote, a free tool used by top creatives.
One of the most important goals when designing a new brand is to create something that's unique. Something that stands out against your competitors. But to do that, you first need to know what your market looks like.
The Competitive Landscape framework is perfect for identifying your opportunity in the market. It's an essential technique in a brand designer's toolkit. It helps you identify your closest competitors and carve out a space in the market to plant your flag.
In this guide, you'll learn the modern approach to conducting a competitive landscape analysis using Milanote. You can map out the process by yourself or invite your team to collaborate and give feedback. Plus, there's a free template to help you get started in minutes.
There are a few ways to look at your market and setup your landscape map. You might be redesigning your brand and wanting to see what your competitor's logos look like. In this case, use words that describe the personality of a brand. For example compare playful vs formal and affordable vs high-end.
There are no strict rules, you can compare any attribute you like. You might want to map out your competitors based on market share, features or audience.
Create a new board for your Competitive Landscape.
Drag a board out from the toolbar. Give it a name, then double click to open it.
Choose the Competitor Landscape Template
Each new board gives you the option to start with a beautiful template.
Next, brainstorm all your direct and indirect competitors. Once you have a thorough list, plot them on the Landscape. Add their names or logos to the position your think best represents them.
If you're designing a new brand, mapping out your competitor's logos is the perfect way to see how to differentiate your brand. Observe the colours, fonts and styles your competitors use.
Add a note for each competitor.
Start typing then use the formatting tools in the left hand toolbar.
Upload or paste your competitor's logos.
Click the "Upload" button or just drag a file onto your board. You can add images, logos, documents, videos, audio and much more.
A good technique for identifying your competitors is to ask new customers "which brand did you switch from?" An online survey is a quick and easy way to collect this data.
There are two ways to think your position in the market. Where is your brand currently positioned? And where do you want to be positioned in the future? Plot both of these positions and start documenting the benefits of the new positioning.
You'll also start to see who your closest competitors are and get a better understanding of how you're competing.
Upload your logo
Click the "Upload" button or just drag a file onto your board. You can add images, logos, documents, videos, audio and much more.
Add a note for your brand name.
Start typing then use the formatting tools in the left hand toolbar.
Take time to find your space. The primary goal is to identify a unique spot in the market that you can own. As brand researcher David Schawbel says "When you brand yourself properly, your competition becomes irrelevant"
Now you have the foundation for an insightful competitive landscape, it's time to get input from others. Invite team members or clients to give feedback and build on your thinking. This ensures everyone can add to the analysis over time as new information and insights are uncovered.
Invite a team member or client to provide feedback.
Open the "Share" menu from the title bar of your board. Add email addresses of the people you'd like to collaborate with—they'll receive an invitation via email.
Start a comment thread.
Drag out a comment from the toolbar on the left and place it on your board. Other editors can reply to your comment.
Mention teammates to get their attention.
Type '@' in any text field to mention someone who has access to your board. They'll receive a notification and be able to respond to your comment.
You now have a clear picture of your main competitors and a space in the market to create a unique brand. If you're just starting a competitive analysis, use the free below to get setup in minutes.
