Hi ,

As both a website designer and developer, I talk a lot about what it takes to create a website that’s both beautiful and functional.

Websites aren’t just meant to be pretty online spaces – they can and should be your business’s most effective sales tool!

To make that happen, we can’t just be throwing website pages together willy-nilly. In fact, some of the most important work that goes into creating a website happens before we ever start talking about color palettes, content, and website platforms.

It all starts with a ✨strategy stage.✨

Arguably THE most essential step during the strategy stage? >>>Conducting market research.

What is market research, you ask?

Essentially, it’s surveying the landscape of other businesses that operate in your industry, so you can get a better idea of where your brand fits in.

Ideally, market research should be one of the very first things you do when you’re starting a business, but you’d be surprised by how many entrepreneurs skip this step and dive straight into creating and promoting their offers!

And hey, I completely understand why. Who wants to spend their time looking at other beautifully crafted, established brands when they're over here just getting started and trying to SURVIVE?

Talk about a comparison trap.

I’ve written before about how easy it is to compare your business to others and get discouraged when everyone else seems more successful – it’s a major reason why I’ve made the conscious decision to stay off certain social media platforms.

But, as I said, doing market research is essential to the success of your business. If you’re not aware of what’s going on in your industry, you’ll never be able to identify gaps in the market and determine what makes your business different, which is a HUGE part of establishing your brand and value proposition.

After all, if you can’t show and tell people why they should choose you, well then… why should they choose you?

So, where does that leave us? How can we balance the necessary work of understanding the market while not succumbing to the discouragement of comparison?

I’ve got a few ideas…

1. Restrict Market Research to a Discrete Phase

There’s a fine line between researching the market and aimlessly wandering around the market.

Take going on a Target run as an example. Unless you’re on a serious, pre-defined MISSION to get that one item you came for, you’re most definitely going to be walking to your car with shopping bags full of seasonal candles, toothpaste, that pair of shoes that caught your eye, and some snacks for the road.

So, rather than scrolling through Instagram or Google without a plan, research other brands with intention.

Get in and get out.

When I’m doing market research, I like to have a spreadsheet or a checklist of things I’m wanting to find out about other brands. That way, I don’t get pulled into the addictive vortex that is the internet, only to emerge an hour later with nothing to show for it except a new feeling of insecurity that I can’t seem to shake.

You’ll likely go through several research phases as your brand (and your industry) evolves. Personally, limiting these phases to specific time frames allows me to stay current without losing my sanity.

2. Notice Why You’re Jealous

Maybe “jealous” is a strong word, but I think a lot of us experience brand envy more often than we’d care to admit.

When you come across another business in your industry that’s doing something you like or admire, it’s easy to make negative comparisons with your own business.

I’d argue that jealousy can actually be a good thing – it can reveal inner desires that we haven’t articulated to ourselves yet, and it can motivate us to create new results in our lives and businesses.

The problem is, we don’t often take the time to translate that feeling into words.

Next time you experience jealousy when encountering a brand’s content, social media posts, or style, pause and ask yourself – What is it exactly that I admire about this?

Once you’ve answered that question, you may get some new ideas to try incorporating into your own brand. Which leads me to…

3. Inspiration, NOT Imitation

You’ve surely heard the saying, “Imitation is the sincerest form of flattery.”

But did you know that’s not the full quote? This is:

“Imitation is the sincerest form of flattery that mediocrity can pay to greatness.” 🙌🏼

(My boy Oscar Wilde is getting CHEATED by people truncating this iconic phrase!!)

The point is, copying another brand is the quickest way to broadcast that your brand is mediocre. Oh yeah, and it can also land you in legal hot water. So don’t do it!

True originality doesn’t really exist – we’re all putting our own spin on a combination of countless ideas we’ve absorbed and internalized.

But your own spin is the operative phrase. There’s a big difference between drawing inspiration and straight-up copying and pasting.

This is why it’s so important to pinpoint exactly what it is that draws you to another brand. Is it their wittiness? Their boldness? Their simplicity?

From there, you can start playing with creative ways to incorporate that specific piece of inspiration into your own brand.

So, , if you haven’t yet taken the time to consciously research your industry and determine where your business stands, consider this your invitation to do so. It’s sure to give you more clarity and confidence in your brand’s direction!

All the best,
​Erica

P.S. Need some help making sure your website is built on solid strategy? Make sure you download our free Website Strategy Guide if you haven’t already!