I chose these two as both are freelancers based in Leeds and relative to me and my practice. Oli Bentley is a student at Leeds College of Music and Kyle Bibby graduated from Leeds College of Art in 2009.
I've found the SWOT analysis to be beneficial as it breaks down the key components of your competition. Using these particular examples (although it may seem limiting to not analyse more established graphic designers) gives me a more clear understanding of my direct competition.
From this I've come to realise my earlier idea of incorporating Flash on my website would work against me, in terms of loading time and incompatibility with mobile phone internet. Split has also reaffirmed my idea of a shop section on my website selling posters, as the Split t-shirt designs work well as promotion.
I found Split's website although very professional, lacked a personal tone. The 'About Split' section reads 'Split provides a flexible, friendly service...' whereas Kyle Bibby's 'Services' reads 'I like a challenge, and consider myself a quick and confident learner...'. The tone of my website will be more akin to Kyle Bibby's as this is part of my USP and approach to clients, of being personable.
The second key element I've taken away from Kyle Bibby's website is the 'Passion Not Profit' section, a concise, easy to digest discussion of ideas on graphic design. He talks about the responsibility of a graphic designer and his own aim to work with those who are 'more passionate about making a difference than making money.' This is his mission statement, but it is communicated in a non-aggressive way, that I believe doesn't cause offence to potential clients, and rather would spark an interest in working with him.
The analysis has made me more confident of my USP - to be personable, offer a photography service, bundle pricing for charities, and my ethics (using sustainable materials wherever possible etc).
