psyborg® blog

Marketing Against the Grain

Marketing Against the Grain

Marketing Against the Grain

Marketing Against the Grain

Marketing is a solid way to build a positive reputation for your business. Marketing helps a business grow and when done correctly can be the difference between a business succeeding or not.

Marketing against the grain is, put simply, doing something different and perhaps courageous that no other business in the field is doing. So if everyone is going one direction in their marketing, you could be savvy enough to detect this and make a conscious decision to go in the other direction. Zig when others zag.

Why is differentiation a positive?

It is usually ‘safe’ going with the norm, but it also means you don’t stand out or make a big impact!

This can be seen in all forms of design, take interior design for example. The tv show ‘House Rules’ has ordinary people designing someone else’s home with rules the owners have set. The judges walk in and comment on the finished product and one thing they always critique is the ‘WOW’ factor. Comments like “it’s nice” do not suffice. They are looking for a ‘pop’. Something that stands out and usually means the person designing the room has taken a risk. They also don’t like ‘catalogue rooms’, they are after things that haven’t been seen before and are not ‘ordinary’. A risk, if done correctly, often means a good score. 

It is the same with marketing, a risk often gives a business the edge needed to stand out from the crowd. While in a lounge room it might be a feature wall or a large painting, in marketing it is something different to what everyone else is doing.

How do you stand out from the crowd?

Who does this?

Many companies out there have gone against the grain. They have taken a risk and have grown accordingly.

Apple came out and was like no company we had seen before. They marketed the products in such a clean, slick way that no other product has been able to catch them. Not even those that tried to follow in Apples’ footsteps. I researched some of Steve Jobs quotes and here are a few that really stood out to me.

“Innovation distinguishes between a leader and a follower”.

“I want to put a ding in the universe”.

“It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them”.

and my favourite …

“You can’t look at the competition and say you’re going to do it better. You have to look at the competition and say you’re going to do it differently.”

To me Steve Job’s was aiming to zig, he wanted to go against the grain and do something grand, which he succeeded in.

Red Bull is another great example of a company who has gone against the grain. They built a product that didn’t taste good. They knew it didn’t but yet they built it into a strong brand. They marketed away from the taste, aiming at teenagers and young adults and sold the ingredients (energy enhancers) rather than the conventional ‘crisp taste’ or ‘refreshing flavour’ all the products before them went for. Red Bull aimed to be different from the get go. Red Bull is for daredevils, risk takers, energetic people. They sponsor things like cliff diving, motor sports, sky diving, surfing, air racing! They market their unusually flavoured drink in a way that no one else had and it has worked wonders. Red Bull is extreme, and that is what they wanted people to think. It’s the drink your teachers don’t want you to have, your parents warn against, the energy drink that is “Giving wings to people and ideas“. It is now the most expensive non alcoholic drink on the market.

How can I market against the grain?

While it is important to know what your competitors are doing it is also important to be your own business and not a copy of something else.

If you are looking to re-brand a business or start a new business it is a great idea to try something new. Be bold.

It is good to know your points of parity (similarities) with your competitors but just as important to know your points of difference (POD). When marketing your business don’t aim for simple, mundane strategies. Aim to be noticed. Whether it is through blogging, social media, website, ads, your logo, your entire branding strategy, aim to stand out. Someone may pop onto your website and you need to give them a reason to pick you and not someone else.

The most important thing, which I have said countless times before is BE CONSISTENT! Consistency builds strong brands which means you can be different but you need to be consistent with that point of difference.

To sum up

Many companies who follow the footsteps of others do succeed. When you play it safe you can have a successful business. While it is not a necessity to go against the grain there are lots of benefits. To be able to stand out against the competition and create something unique may be the difference between success and failure.

Be innovative!

Daniel Borg

Daniel Borg

Creative Director

psyborg® was founded by Daniel Borg, an Honours Graduate in Design from the University of Newcastle, NSW, Australia. Daniel also has an Associate Diploma in Industrial Engineering and has experience from within the Engineering & Advertising Industries.

Daniel has completed over 2500 design projects consisting of branding, illustration, web design, and printed projects since psyborg® was first founded. psyborg® is located in Lake Macquarie, Newcastle but services business Nation wide.

I really do enjoy getting feedback so please let me know your thoughts on this or any of my articles in the comments field or on social media below.

Cheers Daniel

Untethered with Daniel Borg & Glenn Azar

Untethered with Daniel Borg & Glenn Azar

Untethered with Daniel Borg & Glenn Azar

Untethered with Daniel Borg & Glenn Azar

In this untethered conversation I chat with Glenn Azar who is the founder and owner of Adventure ProfessionalsProject 180Glenn Azar Success Coach and the host behind the Building Better Humans Podcast.

Glenn is not new to creating challenges and helping people be as successful as possible. He is a success and executive fitness coach that can help you achieve your greatest dreams.

We have been working together for over 10 years where I have also supported Glenn’s daughter, Alyssa Azar who was the youngest Australian female to conquer Mt Everest from both sides.
 
Glenn and I discuss business adapting to Covid-19, Mindset, Resilience, the Kokoda Experience, branding and much much more. I’ve been working closely with Glenn in developing his various companies brands, weaving them together to help Glenn tell his brand story.
 
Glenn has lead 79 Kokoda treks and was my trek leader on my Kokoda experience back in 2009, where we met. I had a heap of fun chatting with Glenn and I’m sure you will enjoy the discussion also.

Glenn spent a large portion of his life serving in the Australian Army where he commenced in Infantry before moving to Medical Corps and qualified as an Aviation Medic, Physical Training Instructor and later a Registered Nurse. Glenn has seen active service in East Timor in 1999 under INTERFET as well as a host of smaller operations and he personally selects our adventure team. 

Glenn is also the host of the Building Better Humans Podcast where he provides inspiration, tips and advice to help you conquer your life, one day at a time.

Daniel Borg

Daniel Borg

Creative Director

psyborg® was founded by Daniel Borg, an Honours Graduate in Design from the University of Newcastle, NSW, Australia. Daniel also has an Associate Diploma in Industrial Engineering and has experience from within the Engineering & Advertising Industries.

Daniel has completed over 2500 design projects consisting of branding, illustration, web design, and printed projects since psyborg® was first founded. psyborg® is located in Lake Macquarie, Newcastle but services business Nation wide.

I really do enjoy getting feedback so please let me know your thoughts on this or any of my articles in the comments field or on social media below.

Cheers Daniel

Welcome to Day One

Welcome to Day One

Welcome to Day One Podcast

Interview with Craig McGregor from Career Conversations Podcast

Welcome to Day One Podcast

Growing Your Business in Tough Times with Daniel Borg from psyborg®

Daniel started his business not long before the 2008 financial crisis and his business grew through that period. So, Daniel is feeling pretty confident he’ll be able to do the same through the challenges to come and it’s all thanks to a positive attitude.

The podcast is available on iTunes and Spotify which you can access from the links below.

Listen and read more on Welcome to Day One on your favourite podcast platform…

Listen on Apple iTunes
Listen on Google Play
Daniel Borg

Daniel Borg

Creative Director

psyborg® was founded by Daniel Borg, an Honours Graduate in Design from the University of Newcastle, NSW, Australia. Daniel also has an Associate Diploma in Industrial Engineering and has experience from within the Engineering & Advertising Industries.

Daniel has completed over 2500 design projects consisting of branding, illustration, web design, and printed projects since psyborg® was first founded. psyborg® is located in Lake Macquarie, Newcastle but services business Nation wide.

I really do enjoy getting feedback so please let me know your thoughts on this or any of my articles in the comments field or on social media below.

Cheers Daniel

How I’m helping my clients stay Open through Covid-19

How I’m helping my clients stay Open through Covid-19

How I'm helping my clients stay Open through Covid-19

How I’m helping my clients stay Open through Covid-19.

As these unprecedented events unfold and we are forced to think on our feet to fight a pandemic we can all see that we truly have a real fight on our hands if we want to keep our businesses open.

In this article I wan’t to share a few things I have been doing with my clients to help them pivot and adapt to the Covid-19 situation.

 

InZane Football

Clayton Zane and I have been working on a new website together which was almost ready to go live … and then Covid-19 happened, so the timing of Covid-19 was not so great, especially in that his business relies on training kids in groups. Hence we quickly pivoted to adapt the website to host and share a social media campaign featuring a Covid-19 Day Football Challenge.

In this challenge Clayton with the help of 33 South Films pre-filmed and intro & 19 football drill videos which he now shares on a daily basis to encourage his football students, fans and those passionate of any age to participate in and share their videos and times on social media.

The campaign has already started and he is getting tones of shares, likes and interaction not only by his current network but new passionate footballers everyday.

We helped Clayton Zane initially with some discussions around what could be done and then we designed a range of social media graphics, drill graphics and build the section on his website to host the videos, information and printable drill downloads.

 

Lake Macquarie Dental Practice

We’ve helped Lake Macquarie Dental Practice pivot fast by helping them get a few notifications on there website via a status bar that links to some important information on how they are handling Covid-19 via their blog.

These have been supported by some social media graphics that we have created to communicate to their clients, maintaining trust and a connection through these difficult times.

Appointments are still flowing so this has been working well for them.

Mawson Caves Beach

For Mawson Caves Beach, we quickly adapted their website to online ordering, deliveries and takeaway pick ups. We did this by creating a new status bar and pop up windows that link to either pick up or delivery where we uploaded newly adapted menus.

I get my coffee’s and the odd takeaway meal from these guys and word on the street is that it has been working quite nicely for them.

OptimizeAG

OptimizeAG are a business and accounting advisory service that help agricultural and winery businesses in South Australia.

We’ve helped OptimizeAG move fast by getting various Covid-19 resources up on a new landing page with pop-up opt-in forms that offer free templates and resources to adapt to regulation around Covid-19.

We’ve further supported this landing page with social media graphics that are used to attract attention to the Covid-19 resources on offer.

Other Tasks for Different Clients.

We’ve also been helping other clients adapt to Telehealth by implementing Booking Buttons, Booking Alerts, Status Updates and more on their respective websites.

For example we have implemented Telehealth links to Grandstand Physio and NextGen Physio. We have also implemented pop-up alerts and status bards on Rao Podiatry and Independent Mobility & Rehab and have adapted Raffertys Resort’s website to match the new situation.

I’m also working with Craig McGregor from Hunter Recruitment Group with his social media and designing an engaging resource to help people become active Job hunters in this new environment.

There has been a lot of work done in the past few weeks, not to mention the projects we already have on but Tayla and I are committed to helping all of our clients adapt and change through this difficult period. To add to that I’m honoured to be able to use design thinking as a problem solving tool to help when it’s really needed most.

Daniel Borg

Daniel Borg

Creative Director

psyborg® was founded by Daniel Borg, an Honours Graduate in Design from the University of Newcastle, NSW, Australia. Daniel also has an Associate Diploma in Industrial Engineering and has experience from within the Engineering & Advertising Industries.

Daniel has completed over 2500 design projects consisting of branding, illustration, web design, and printed projects since psyborg® was first founded. psyborg® is located in Lake Macquarie, Newcastle but services business Nation wide.

I really do enjoy getting feedback so please let me know your thoughts on this or any of my articles in the comments field or on social media below.

Cheers Daniel

Untethered with Daniel Borg & Michael Booth

Untethered with Daniel Borg & Michael Booth

Untethered with Daniel Borg & Michael Booth

Untethered with Daniel Borg & Michael Booth

In this untethered conversation I have the pleasure of being interviewed by 4 times World Champion SUP Athlete Michael Booth for his podcast BOOTHCAST, who I have been sponsoring and supporting over the past 8-10 years.

We discuss many things related to Mick’s sporting and business success … mindset, branding, sports marketing and an insight into our collaboration together.

A little about Michael … known as the Aussie SUP Powerhouse continuing to dominate in the sport internationally, is fast becoming the most highly regarded and respected SUP contender world-wide.

The last four years has seen the best of Booth as he has become APP World Tour Distance series champion, 3 x World Distance Race Champion, 3 x Australian Champion, 3 x European Tour Champion. Needless to say, Michael continues to impress his sponsors and loyal followers.  Michael prides himself on the quality and consistency of his performance and believes that success can only be achieved through hard work, self-belief and dedication – words which he continues to live by during both the off season and the racing season.

There is no doubt that Michael is both physically and mentally strong, pursuing in setting himself some huge personal goals to be the best in the sport as well as encouraging others to reach their goals. Booth launched his own coaching business, which he offers all over the world as well as tailored and personalised online programs, sharing his knowledge and skills in SUP racing. Additionally, Michael has released a paddle range called MB Paddles with the Thor!  When asked, “what’s the secret?”   I really don’t have a secret. I like training hard, I like seeing progress and I love setting myself goals to work towards, there really isn’t any better feeling than when you can and do finally achieve them.

Daniel Borg

Daniel Borg

Creative Director

psyborg® was founded by Daniel Borg, an Honours Graduate in Design from the University of Newcastle, NSW, Australia. Daniel also has an Associate Diploma in Industrial Engineering and has experience from within the Engineering & Advertising Industries.

Daniel has completed over 2500 design projects consisting of branding, illustration, web design, and printed projects since psyborg® was first founded. psyborg® is located in Lake Macquarie, Newcastle but services business Nation wide.

I really do enjoy getting feedback so please let me know your thoughts on this or any of my articles in the comments field or on social media below.

Cheers Daniel