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

How to get off Google

How to get off Google

How to get off Google

How to get off Google

Whilst most businesses aim to not only get onto Google but get on the very first page of a Google search, there can be some instances where you want to get a particular web page taken out of Google’s search results.

Pages that are out of date or that you don’t want to show up in a Google search may still appear. Even when information is deleted from a website it can still show up on Google search.

If Google search brings up a page that no longer exists, then once the search result is clicked on a “404-page-not-found” error will be seen. This is not only bad because it may result in lost business, but search engines do not like this as the page appears “unhealthy” and it may effect the SEO of your website.

There is a way these pages can be removed from Google’s index, you simply have to ‘ask’ Google to update or remove it’s reference to your page.

How to Remove Content from Google Search

  1. Go to Google Search Console and if you haven’t already, set up and account and verify the ownership of your site
  2. From here, go to Google’s ‘Remove URL’s’ page (Google Index > Remove URL’s)
  3. Enter the exact URL of the outdated page in the Temporarily Hide box, including the http prefix (http:// or https://), the www, the domain and the page permalink. e.g. https://www.psyborg.com.au/a-page/  
  4. Click ‘Continue’ and ‘Submit Request’
  5. The message “This content is gone,” may appear, you still need to click “Request removal”.

After you submit your request to Google, you’ll see it listed on the Remove outdated content page. You can go back to that page to check the status of your request and once it is removed, this will be indicated on the status.

How do I stop further referencing?

You can stop further referencing of a page by blocking search engine crawlers from accessing pages. This is done by adding a robots.txt file to the root directory of your site via FTP upload.

The robots.txt file indicates the parts of your site that you do not want accessed by using the relevant disallow code.

All robots.txt codes, syntax and methods are available here.

To Sum Up

If you are interested in protecting the SEO of your website it is important to remove old pages from google search. Or if there is something embarrassing or outdated it may also be necessary to have those pages removed. If this is the case it is a fairly quick and an easy task and definitely worth doing.

Read more about how to increase SEO here and if you need someone to help you with this or want to learn how to take control of your websites SEO, just reach out.

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

How to Ask for Testimonials

How to Ask for Testimonials

How to ask for Testimonials

What is a Testimonial?

A testimonial is a recommendation from a satisfied customer conveying the performance, quality and value of a service or product. They can be requested for or just given when work has been completed.

 

Why are Testimonials Important?

Testimonials can be an extremely strong and necessary marketing tool.

If a new client or customer is trying to decide whether to choose to work with you, then a few good testimonials can prove that you really are the right choice.

When perspective clients or customers are searching for an expert they often visit webpages, social media, Facebook reviews, GoogleMyBusiness reviews to learn what quality to expect from a business, and essentially decide whether or not they will choose that business to give their work to.

 

What Type of Testimonials are Out There?

Testimonials can be text, image, or video. While a written testimonial is the most common form of testimonials, images and videos can be very effectives as well. Images may be of a client using their purchase or showing a final product. In my line of business it might be a client standing in front of a sign I created. Often images will include a written testimonial as well stating why they are happy with the completed work. Videos can be great because unlike written content, you can see the customers expression and passion for what they are talking about. It is good to keep all forms in mind when asking for a testimonial and perhaps give the client the option.

There are some 3rd party review sites where testimonials can also appear. These generally rate a particular profession though and unless you are in that profession and keeping an eye online to see if any reviews have been written they may or may not work for your business. Some of these include Rate My Agent, FourSquare, TripAdvisor, GoogleMyBusiness, Yelp and more.

Also tools such as Facebook & GoogleMyBusiness reviews are becoming more and more popular and you can choose to put testimonials on your businesses website.

 

How to Ask for a Testimonial?

Firstly make sure you are testimonial worthy! Make sure you do a great job consistently! You should work like everyone you work for is going to review your business. This way you should never have a bad testimonial and you can ask everyone for a testimonial.

It’s pretty easy to get testimonials and no harm in asking. Not everyone has the time to do one and people are forgetful so don’t push it but, at the end of a job, ask for it in a survey form via an email with a link to the form. Surveys are easy to create, easy to fill out and can give some great information about a business. Within the survey a written section can give more detail and be used on your websites or social media if desired (ask permission in the survey). Also if some negatives do come up in the survey you can either work to rectify the issue or keep it in mind for future business dealings.

If you are after reviews on GoogleMyBusiness or the like then give written instructions with screen shots on how to complete it and offer a discount or a gift to encourage clients to do it.

An example of how to do this is… you could offer a box of chocolates with a note on the lid explaining how to give a review on GoogleMyBusiness, this could be a small flyer with graphics showing the steps. This would be effective because every time the customer has a chocolate you are reminding the customer to write the review. It may take a little while but no doubt by the time the customer has finished the box of chocolates the review would have been made. 

 

To Sum Up

Word of mouth is an amazing advertising tool. Testimonials aid in this as it can help build and promote a business giving it credibility. Remember to work like everyone is reviewing your business and don’t be afraid to ask for a testimonial at the end of customer interaction! This is made a lot easier by coming up with a system for asking that could involve templated emails, online surveys and carrot to encourage the user to take action. Check out some of my testimonials at psyborg®.  

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