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

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

SingularityU

SingularityU

SingularityU

SingularityU

I recently had a heap of fun interviewing exhibitors and attendees at the first 2019 SingularityU Australian Summit in Sydney.

The SingularityU Summit explores the latest in exponential technologies and showcases how these technologies are being used to disrupt industries and positively impact the world. It’s my vision to help my clients thrive and grow through design thinking so I’ve loved doing these interviews as it gives me a chance to see what’s coming, how others are solving problems and how our culture is evolving … factors enabling me to help my clients thrive and grow through unprecedented change.

Thanks to Kain Tietzel from Start VR, Cameron Ferris from Inventia Life Science, Skeeve Stevens, a Cyborg from Future Crime Agency, Tony Burrett from BindiMaps, Lauren Caldwell & Stephanie Brownlee from Faethm A.I, Mic Mann from Mann Made, Dimitri Mikhalchuk from Teslasuit and Alicia Life Cykel for their interviews.

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

Designing for Onboarding

Designing for Onboarding

Designing for Onboarding

Listen to the Podcast

Designing for Onboarding

What is onboarding?

Onboarding is the process of putting on a new employee and ensuring they fit with your culture. It is a tool that you can use to attract the right employees to your business and filter particular employees out.

Why is business culture important?

Business culture looks at the internal aspects of a business. To determine business culture a business needs to have a set of beliefs, values and attitudes. This is important because if these are determined and are clear then the business will attract the clients and customers that they want.

At psyborg® we constantly talk about culture and branding and the importance of it within businesses. When employing new staff you would like them to fit with your businesses culture because it means they carry the same values as your business and inturn it creates a strong business brand and will attract the right customers or clients.

Craig McGregor“When recruiting people fall into the trap of focusing on only the skills fit, but it is vital to find a values and culture fit. By creating an onboarding document and using this as a tool to educate and attract people with shared values will make your recruitment efforts so much more effective.”

– Craig McGregor, Director of Hunter Recruitment Group

Why should I include an onboarding document to advertise a position?

An onboarding document is a great tool to include when advertising a new position. It is a way in which you can deter the potential candidates that will not match with your businesses vision. This is beneficial for both the potential employees and the employers.

It can help employees understand more about the business and it’s culture, and whether they think they will fit into the business. If the potential employee does not think they will fit with the business then they will not apply. They save themselves the time and stress of applying for something that will not suit them.

For the employer it means that hopefully only those who believe they will fit with the culture of the business will apply for the position. Therefore there will be less sifting through many resumes of candidates that will not be of benefit to their business and also the stronger likelihood of finding the right person for the role.

Craig McGregor“With the changing face of work in Australia comes changes in our workplaces and the relationships we have with our employees, successful businesses will move with the times and attract the right people through communicating effectively the WHY they are in business.”

– Craig McGregor, Director of Hunter Recruitment Group

How is onboarding different to a regular job advertisement?

An onboarding document, when done correctly, is not about finding a candidate that has the appropriate qualifications or job experience, it goes further than this. It is about finding someone who has the same values as the business and will fit well with the brand and culture of the business.

Netflix have an on boarding powerpoint that describes their ideal candidates in a clear and concise structure. It breaks their culture down into behaviours they value by employees, it describes aspects of their culture, aspects of their current team and what they value in their team members, it discusses loyalty, management, and much more. Check it out here.

Craig McGregor“There is an old saying in human resources “we hire on skills and fire on attitude” by using your values and culture as a tool in the recruitment process you will attract a better values, attitude and skills fit to your business.”

– Craig McGregor, Director of Hunter Recruitment Group

What does psyborg® do?

As Graphic Designers, psyborg® can create an onboarding document that will suit, portray and infuse your culture into it, meaning you will attract the employees that will slot into your culture and in return, enhance your business.

Our onboarding documents are used to draw in the right audience and enhance the interview process so that you can ‘weed out’ those that should not be employed within your business. Get in touch for more details. 

Listen to the Podcast

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

Building Better Humans Podcast

Building Better Humans Podcast

Building Better Humans Podcast

Interview with Craig McGregor from Career Conversations Podcast

Building Better Humans Podcast

I recently had the pleasure to be interviewed by Glenn Azar from the Building Better Humans Podcast where Glenn interviews business owners, entrepreneurs and leaders on what it takes to achieve your goals.

Glenn operates a few businesses including Adventure Professionals and Project180 which is a new gym he has opened. I was visiting as I’ve branded this gym and was getting a chance to check it out for some murals I am creating for him.

Glenn and I speak for an hour or so on running a business, branding, graphic design and our journey in business together. The podcast is available on iTunes and Spotify which you can access from the links below.

Listen and read more at Building Better Humans Podcast

Or 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