psyborg® blog

What is your point of differentiation?

What is your point of differentiation?

What is your point of differentiation?

What is your point of Differentiation?

Point of Differentiation

Point of difference refers to the factors of goods or services that establish differentiation. Differentiation is the way in which the goods or services of a company differ from its competitors. Source; Wikipedia

Point of Differentiation enables businesses to stand out from their competition.

Point of Parity

Point of Parity refers to the similarities between you and the competition.

Unless you are starting a new, never been seen before kind of business with a completely new category of product or service then you will have competitors and you will have points of parity with these competitors. This is because when two like brands are serving a similar customer then some core needs of the target market will be the same. It is because of the points of parity that we need points of differentiation to make a brand stand out from the rest. Points of parity may include things such as a product functions, features or benefits, a good functioning website, location, value for money, a basic service being met etc.

Point of Differentiation Versus Point of Parity

When determining a brands position in the market place you must ensure that the business has desirable points of parity and points of differentiation. Both points are important, you need to know what makes you similar to your competitors and what makes you stand out from these competitors.

I’ll paint a picture away from the market place to illustrate Point of Parity and Point of Differentiation and why Point of Differentiation is super important.

You are after a puppy and have decided on a Labrador. You view a litter of 7 puppies. Points of parity here are huge; all 7 are labradors, same age, all healthy, 2 eyes, two ears, 4 legs, cute… I could go on and on. But you wish to buy a girl so that Point of Difference cuts the choice down to 4 puppies. One is sleeping and not interested so they get over looked. The other three are all fun, playful and cute. One jumps up and licks your face then sits on your foot. It has just stood out from the rest. Hello to the new family member. 

So a pretty easy example to use here but now lets look at these puppies as businesses. These puppies are now Law Firms. All have lawyers but only 4  (the female puppies) say they cover the type of service you are after. The sleeping puppy doesn’t have a website so you discard it. You check out the other three websites which look good (all puppies are cute and healthy) so you give them a call. One in particular (the puppy that licks your face) stands out because of the professional yet friendly person you talk to who exceeds your expectations by offering sound advice and talks to you in a way that makes you feel at ease. The decision is made. The Point of Difference here was the way they made you feel and that got them over the line from the other local firms.

In most businesses there are always going to be competitors, your job is to find those points of differentiation to make you stand out and be the ‘puppy’ they pick.

You can stand out from your competitors in many ways. Whether it be a price incentive, a loyalty program, proof of your dedication and good work, word of mouth, great reviews, a fantastic website, a good advertising program, a reliable product or a unique brand… There are many ways to be differentiated from your competitors.

Why is it important to know your Point Of Differentiation?

When points of difference are well articulated and understood, this can become a key communication point that businesses use to express there brand. It can create the unique selling proposition enabling the brand to stand out from the crowd and garnish attention.

When done extremely well differentiation can create a completely new product, service or brand that stands completely on its own and hence seem to have no competitors. Apple is one of these brands that comes to mind, while some new technologies are starting to catch up for a long time Apple stood on it’s own. Why? Because it was the most modern, up to date, almost ‘futuristic’, reliable technology available. Samsung has caught up in more recent years but I still class Apple as a cut above the rest. There was a measurable difference between Apple and all of their competitors. 

To Sum Up

So, what makes your business, product, service or brand different from its competition? Why should the next client pick you over the business down the road? How can you use this Point of Differentiation to your advantage? Could your point of differentiation be expressed across your brand and your touch points? These are important questions and will help with business growth. I’ve said it before and I am going to say it again, be consistent! Your points of differentiation will only be beneficial if you are consistent with 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 2000 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

Interview with Troy and Luke from the IDHTTW Podcast

Interview with Troy and Luke from the IDHTTW Podcast

Interview with Troy and Luke from the IDHTTW Podcast

Interview with Troy and Luke from the IDHTTW Podcast

I recently had the pleasure to be interviewed by Troy and Luke from the IDHTTW Podcast.

IDHTTW is an acronym for ‘I DON’T HAVE TIME TO WORK‘ which, hey we all agree on, right! No body want’s to work but if you’re lucky enough to be doing what you love, is that really work? And that’s what these guys are all about.

Troy and Luke interview entrepreneurs & business owners who love what they do and I had the pleasure of chatting with these guys for just over 30 minutes.

In this interview we discuss how and why I got into business, the hustle, Australian entrepreneurship culture, following your dreams, the reality of Networking and much, much more.

The interview was uploaded to youTube and iTunes as a podcast on the link below.

Take a listen and if you have any questions be sure to reach out!

Listen to IDHTTW Podcast on iTunes

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 2000 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

Interview with Craig McGregor from Career Conversations Podcast

Interview with Craig McGregor from Career Conversations Podcast

Interview with Craig McGregor from Career Conversations Podcast

Interview with Craig McGregor from Career Conversations Podcast

Interview with Craig McGregor from Career Conversations Podcast

I recently had the pleasure to be interviewed by Craig McGregor from the Careers & Conversations Podcast.

Craig conducts recorded interviews with business owners, entrepreneurs, high level managers and experts where he shares the insights into each persons career journey through the lens of a HR professional. Craig has a very natural and professional interview style so I was thrilled to be a guest on Craig’s show and had a heap of fun chatting.

Craig also runs a Hunter Valley based recruitment business, Hunter Recruitment Group where he helps businesses recruit and manage employees.

In this interview we discuss my career pathway from the world of engineering to graphic design and the work we do at psyborg® where we solve problems through graphic design and branding.

Please take a listen via the links below.

Listen and read more at Career Conversations 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 2000 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

Keep Your Trail Clean

Keep Your Trail Clean

Keep Your Trail Clean

Keep Your Trail Clean

Clients of mine not only hire me for more work but they refer my business to others, it’s how I have run my business for over 12 years. The reason for this I believe is because I have a clean trail and because I am completely aware of it.

Keeping a clean trail means keeping a positive reputation for your business. You want the trail to be clean so people feel confident to employ your business. If the trail is messy and obstacles are in the way then this will be reflected in the growth of your business.  

So as you move down the trail of life, in doing business, you need to be aware of the reputation you are leaving behind you, or the cleanliness of your trail. All businesses should aim to have a clean and tidy trail.

 

Why Should you be Managing your Reputation in Business?

Lets pretend that every time a client or customer has a negative experience with your business, symbolically they leave a piece of rubbish on your trail. The more negative experiences, the more rubbish. Unless that experience turns positive then the rubbish will stay there forever, and even worse, with each year that goes by, it grows a little. This causes you to have a trail with obstacles. If someone wants to use your business they must get around this mess to get to you.

This is why you need to manage your reputation. In business the rubbish is a negative experience. Once a customer has a bad experience with a business they won’t use the business again. For a business owner this one lost client probably doesn’t have an impact on the business. The problem is that just one client has the power to sway others, like their family and friends, from using your business. The reason the rubbish grows each year is because those family and friends may then sway their family and friends from using your business and so on. To make things worse if someone decides to slam your reputation on social media then more people are learning negative things about your business, making your trail a mess!

Now on the flip side lets look at a positive experience. Every time someone has a positive experience with your business the trail widens, vegetation is less overgrown and the path almost shines and lights the way right up to your door. Your path is perceived positively and people have a spring in their step as they walk along it, to your business.

Businesses should not only aim for positive experiences with clients but for enjoyable and memorable ones. This will ensure they have a path that is desirable to walk down. A clean path is that of a business where clients are painting a good picture. They are telling friends and family of their positive experience and this is bringing in new clientele and in turn making the business grow!

 

Personal Branding

Managing your reputation relates to personal branding as personal branding is defined by the memories, values and impressions that others have of you. Your personal brand has the most impact on your trail because it will directly effect the perception that people have of your business. Read more about personal branding and the importance of it here.

 

What can I do to Ensure a Clean Trail?

A clean trail can be achieved by ensuring customers have a positive experience with your business and brand. There are different ways you can ensure that this happens.

I find one of the best methods to ensure my clients are happy with me and the work I am producing is by being approachable and allowing them to have constant input or by creating a culture of open communication. Customer feedback along the project process helps to keep your trail clean as it engages the customer in the design process. For me this is a constant process not just a one off feedback form but in the constant meetings, phone calls, emails and even social media posts used in the consultative process. You must make sure throughout the working relationship that they are happy with what is being produced. Not all clients are as straight forward as others or know exactly what they want and these clients need to be given opportunities to voice their opinions throughout the process. Being aware and acknowledging this will ensure that they are happy with the end product.

I also give out customer feedback forms at the end of the design process to help me manage my brand. If a client comes back with a negative comment or scores me at a lower then desirable place then I work to rectify this. I do what I can to make their experience a positive one, as I don’t want a messy trail.

 

Exceeding Customer Expectations

A way to ensure your trail is the best it can be is to not only meet the expectations of clients but go above that. I aim to exceed my customers expectation to create a trail not only clean and obstacle free, but one that has a working travelator that allows customers to be brought right to my door! Read more about how you can exceed customer expectations here.

The flip side of this is also setting & defining appropriate customer expectations at the start of the customer journey. This is done by setting your brand up appropriately and ensuring that this brand is further reflected in your culture. These values are then projected into your customer on boarding process so that they clearly understand what is expected of them and of your service at the outset.

 

To Sum Up

Keeping your trail clean is a way to ensure you are accountable and credible. It fuels word of mouth referrals and repeat business. Do the best job, make sure your customers are happy and exceed expectations and your trail will be full of clients waiting to get though to your door!

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 2000 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

What’s in a name? The story behind the psyborg® name.

What’s in a name? The story behind the psyborg® name.

What's in a name?

The story behind the psyborg® name.
Sometimes I get asked ‘what’s the story behind the name psyborg®’ and what does it actually mean so I thought I’d take a little time to put it down here.

I came up with the name whilst studying a BA of Design in my 3rd year back in 2000. I was brainstorming a bunch of names for an assignment where we had to design our own business cards for our own fictional design studio.

After vigorous brainstorming with nothing that really clicked, I woke up in the middle of the night and the term ‘psyborg’ just came to me.

Sounds a bit bullshit right, but from my experience with the design process and in hindsight I find that you need to research and brainstorm a problem, flood your brain with potential and then have some faith to let it go allowing your mind to come back to you when it’s ready. I think that is what happened here and I think we have all experienced this when tackling a problem.

I had pondered many names for days and had written pages full of potential names which all did not fit, until I woke up with the name and it was just right! I did not know it was just right, just because of the name itself but more so because I could see it as a brand that represented so much and therefore could serve me in the future. It was more of a vision then just a name.

If I think about the anatomy of this name so as to break it down it worked for me because of the combination between ‘psy’ and ‘borg’ creating it’s own uniqueness and synergy.

For one I was dating a psychology student at the time (now my wife whom is a Clinical Psychologist) and I was discovering and learning about the power of psychology. As psychology is in reference to psyche & the mind this would perfectly link to thinking analytically and/or creatively which one needs to harness in order to be a designer and a business operator.

Furthermore, when people think of a cyborg, they think of a part man, part machine, humanoid robot so I have used that metaphor to my brands advantage to associate my brand with part mind, part machine… part thinker, part worker… part creative, part technician… part designer, part engineer… right brain, left brain… etc

So my slogan ‘part mind | part machine’ complimented the ‘cy’ from cyborg, a well known character in pop culture with references to the future, innovation and a human relationship with computers that we are all living through.

The ‘borg’ part was a little easier to rationalise, it obviously came from my surname so it worked to personalise the brand whilst also being useful from a corporate point of view as the business grows so as to still hold roots.

Looking back I think this name stuck because the synergy that was created when these two words were put together was greater than the sum of their parts and I think we all recognise this when we are lucky enough to come across it. I had a sense that I could leverage it’s meaning into the future which is what I have been doing. The rest is history, really as it has served me well and even though it’s been live for almost 12 years, I can still see even more potential as fantastic new opportunities keep coming my way.

In many ways this is the power of a name in action that more importantly is positioned more like a vision which becomes a brand.

Would love to hear your thoughts on this, so let me know!

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 2000 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