psyborg® blog

Where is your brand positioned?

Where is your brand positioned?

Where is your brand positioned?

Where is your brand positioned?

Have you ever thought about or determined where your brand sits amongst it’s competitors? In this article I discuss brand positioning and why understanding this can help you when creating or communicating your brand.

 

What is positioning and why is it important to your brand?

Positioning refers to where your brand is positioned in the market place in contrast to your competitors.

Positioning is often differentiated by price which usually also reflects quality and can be communicated by design.

Typical positions are;

  • Cheap
  • Value
  • Premium
  • Luxury

As an example, lets look at these four price positions and a business type that would fit in each. I am going to use restaurants as an example.

CheapCheap

Your local fast food restaurant of choice. Currently offering a value meals for $4.95 which includes a burger, chips, drink and ice cream. Now that’s cheap! Perhaps aimed at teenagers or an easy and cheap family meal. They buy bulk food and everything is pre-processed ready to be served. The quality of the products may be questionable to some people. The design aesthetic is usually loud and chaotic, sometimes messy and disorganised giving the perception of cheap.

 

Value

Value

Here I would classify a pub restaurant meal as value. You can usually get a meal for $20-$30, they often have specials on or occasionally a ‘kids eat free’ night. The quality isn’t 5 star but usually tasty all the same. Here the design aesthetic could take on the current fashion and trends of the day, they are not cutting edge or out of the ordinary. The branding is usually normal & ordinary in order to appeal to a mass market.

 

Premium

Premium

Moving away from the pub and going to a ‘real’ restaurant. Who’s focus is to serve higher quality cuts of meats and more upper class food. I would put your al a cart restaurant on your local dining street into this category. Here the branding is more refined with it’s own personality to attract a particular market. In premium brands the branding tends to become more unique, considered & focussed.

 

Luxury

Luxury

Here is the restaurant you would propose at! Something often with a view and where they sell quality sourced fresh food cooked by an experienced sous chef. Less is more comes to mind when thinking of luxurious brands where messaging is very confident as there is not need to say that much as consumers either get it or they are not in the know.

 

If we look at products on the market designed by different companies you can usually pick where their brand is positioned by the price which is then reflected in the design aesthetic of the brand.

 

Why is knowing your brand positioning important?

As a designer I like to understand the position of my clients brand as this dictates the design style we move with so as to create the right perception.

If you have created your client avatar, that is know who your target market is, you should have some idea of where you would like to position your brand. This can also help you to create your business culture, which looks at the internal aspects of your business. To determine business culture a business needs to have a set of beliefs, values and attitudes, if these are determined and are very clear then the business will attract the clients and customers that they want. So the culture of a luxury positioned restaurant will be very different to the culture of the cheap one, and this is then infused into the brand so as to leave a cohesive memory in the consumers mind.

Designers appreciate businesses who know their position, client avatar and culture as it will allow the designers to determine the appropriate style for the visual representation of the brand. So logos, colouring, advertising messaging, office interiors etc can all be created around your brand positioning.

If you do not know these things this is where we can help as this is one of the aspects we consider when hosting our brand workshops.

 

To Sum Up

Who is your client avatar? What is your business culture? How is your brand positioned? For a strong brand these are the questions that need to be answered to create a solid image for your business. And remember, as I have said many times, once it is set, consistency is key!

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 1900 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

Personal Branding

Personal Branding

Personal Branding

Personal Branding

Personal branding is the practice of people marketing themselves and their careers as brands. – Wikipedia or as I like to put it, it’s your reputation on steroids.

People use personal branding to establish an image or impression of themselves into the mind of others. Every person I guess has their own ‘brand’ based on the way they act, talk, dress, walk, write, pretty much do anything that distinguishes them from others and with the rise of social media, blogs, podcasts and video platforms, personal branding is becoming a corner stone of our new economy.

When it comes to personal branding we tend to act a particular way much more deliberately so that our business, expertise, company, brand etc are seen as something worth using (or valuable) to clients and consumers.

Your personal brand is very important! It is who you are, what you do and how you do it. Your reputation is based around your personal brand and can be the difference between a successful career or business and an unsuccessful one. You may choose to create a personal brand to apply for a job or promotion, go after more and/or better clients for your company, become recognised in the industry as an expert or leader, become an entrepreneur, build your own company or just to help you define yourself and your vision as a professional to further your self development.

In many ways having a personal brand is a way for you to take control of how you are perceived by others ensuring you leave a positive and memorable impression to those whom engage with you.

Vision

Define Your Vision

What are your goals? Where do you want to be in life and when do you want to get there?

Having a vision is a great first step when defining a personal brand. A vision is an image of what you want to achieve and the steps you will take to reach this achievement. It is the hidden juice that will make your business successful. While a vision statement is what you want to achieve I believe it greatly helps when creating your personal brand and here is why.

To have a strong and clear vision you need to have strategies in place to achieve your goals, have motivation, determination, good work ethic, strong business skills and these are all things that can help define your personal brand.

Knowing where you want to be professionally will help determine how you want to be perceived; and therefore articulate your personal brand. Read more about vision statements here.

Articulate Your Personal Brand

Articulate Your Personal Brand

You don’t create a personal brand from scratch, you already have one because it is who you are! It is you, you can decide what traits you want to share with the world and how to act when you are in the spotlight.

When defining your personal brand you need to ask yourself many questions;

  • Who are you?
  • What do you stand for?
  • What’s your purpose/job?
  • What are your passions?
  • What are your strengths?
  • What are your weaknesses?
  • How do you want to be seen?
  • What makes you stand out from others?
  • What do you want people to think of when they hear your name or see your face?

This will help you determine your personal brand. Compile a list, talk to friends and family and allow them to have some input as we often see ourselves differently than others. Once you have a list, mind map it into a short list of what qualities and values you would want your personal brand to be based around and stand for. You can take this further and create some imagery around this which could include mood boards, photography styles and messaging. At psyborg® this is something we have worked on with clients.

It is important to remember that whether you are dealing with someone in person, over the phone, in writing or online you need to live up to your personal brand. So every time you share something on facebook, upload a photo to instagram, tweet something on twitter you need to remember the personal brand you are building and stay in line with this brand. I have said it before and I will say it again, consistency is key.

Be Authentic

Be Authentic

You can not make up a desirable character and be that person. I am not giving you permission to build an avatar and become that person. It won’t work! Your personal brand needs to be a reflection of yourself. It’s finding out what your strengths are and using them, making and leaving an impression on people, being consistent across all mediums. Personal branding is about understanding your true self and being the best of that person. It is easy to be authentic if you are being the best version of yourself.

Don’t try and copy or mimic someone else’s personal brand, it will not be authentic and people will know. Remember to be genuine in all that you do. To learn more about selling yourself in an authentic way check out my blog Is Authenticity Killing Advertising?

Remember to always show people the best of your individual, awesome qualities and they will remember you for the right reasons!

What Next?

Once you fully understand these 3 elements outlined around Personal Branding, that is when you can begin to express it through graphic design and visual communication.

The values determined can then be translated into a logo, a user interface for your website, a particular portrait of photography style, personal stationery and content marketing strategy. It can also help you to identify what topics you would need to talk about to get your message and personal brand across. It’s may be just the start of your personal brand journey but getting these steps right are vital to creating a successful and authentic personal brand.

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 1900 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 are your Touch Points?

What are your Touch Points?

What are your Touch Points?

 

What are your Touch Points?

“A touch point can be defined as any way a consumer can interact with a business, whether it be person-to-person, through a website, an app or any form of communication. When consumers come in contact with these touchpoints it gives them the opportunity to compare their prior perceptions of the business and form an opinion.”- Wikipedia.

A touch point is any interaction a customer or client has with your business and therefore every touch point must reflect, reinforce, and reiterate your core brand strategy. Taking control of your touch points is the key to building a strong business brand, business culture and personal brand.

If your goal is to improve your business and customer satisfaction then I suggest looking at your touch points. When looking at your touch points and the quality of them you should keep in mind the customer (or your client avatar), and how they view or react to the interaction. Successful business is not just about delivering a superior product or service, but also about the touch points you use to engage your audiences, such as websites, advertising, office space, communication, social media, customer service… and many more.

The good thing about touch points is generally you can control them.

You can pin point touch points and make sure they are inline with your brand and culture. Feedback from clients is a great way to see what is working well, and what could use a makeover.

Below are some touch points categorised into 3 areas, I have brainstormed as many touch points that I can think of, if you notice something I have missed please leave a comment so I can add it to the list.

Business Brand

A brand is the way people feel about a business. A brand can be expressed by the external touch points that customers engage in to get closer to the decision to purchase a product or service and can include;

  • The Vision
  • Client Avatar
  • Logo
  • Mood Board
  • Style Guide
  • Telephone Opener
  • Social Media
  • Networking Approach
  • Signage
  • Content Marketing
  • Blog Articles
  • Word of Mouth
  • Websites
  • Video
  • TV Commercials
  • Newsletters
  • Interviews
  • Email Signature
  • Voicemails
  • Proposals
  • Employee Uniform
  • Products
  • Packaging
  • Services
  • Advertising
  • Billboards
  • Business Cards
  • Web Banners
  • Exhibits
  • Letterheads
  • Vehicles
  • On Hold Message
  • Reception Interior
  • Client Meeting Room
  • Business Card
  • Animation
  • Phone Welcome Message
  • Got another one to go here? Leave a comment, below…

As mentioned above most of these touch points are in the control of business owners or personnel. You can decide on the best logo, website design, letterheads etc. You can choose what posts go on social media, what blog articles to write and how to interact with people. While you can not control people you can train staff and employ people who you feel can live up to the expectations of your company brand.

You do not have control over word of mouth, that is what people say about your products or services, but it should fall into place if everything else is set up well. Obviously human and technical errors do happen but as a touchpoint you can choose how to deal with these situations, how you go about fixing them and how you treat the client/customer involved in the error.

At psyborg® we run brand workshops to help businesses create, update and maintain strong brands. Get in touch if this is something you would like to be involved in.

Strong brand touch points are essential for a strong brand.

Business Culture

Business culture is the foundation behind any brand. To have a successful business and therefore brand you need a good business culture. Internal touch points that employees engage in, which inspire the envisioned culture can include;

  • The Vision
  • Employee Avatar
  • Mood Board
  • Style Guide
  • Office Interior Design
  • Internal Posters
  • System Presentations
  • Intranet Screen
  • Training
  • Letterheads
  • Manuals
  • Procedures
  • Internal White-labeled Software
  • Office Memos
  • PowerPoint Presentations
  • Internal Communications
  • Staff Newsletters
  • Note Pads
  • Memo Board
  • Meeting Rooms
  • Lollies
  • Functions, Parties & Events
  • Uniforms
  • Employee Awards
  • Employee Rewards
  • Employee Gifts
  • Got another one to go here? Leave a comment, below…

If you can have well thought out and positive touch points behind the scenes in your business then it will help to build a strong business culture and in turn a strong business brand as this will naturally seep into external communications.

Furthermore the interior design of your business can help foster creativity! Read more about that here.

Personal Branding

In this day and age, personal branding has many touch points due to the growing technological world of Social Media. To have a positive personal brand you need to make sure your touch points are inline with your values and what aspects you want people to know about you. External touch points that help build personal brands could include;

  • Your Vision
  • Client Avatar
  • Mood Board
  • Style Guide
  • LinkedIn Profile
  • Characature
  • Content Marketing
  • Blog Articles
  • Elevator Pitch
  • Social Media Posts (all aspects; photos, shared content, memes, comments etc)
  • Profile Portrait
  • Cover Photos
  • Resume
  • Letterhead
  • Business Card
  • Interview Technique
  • Speaking Technique
  • Email Signature
  • Resume
  • Clothing
  • Personal Hygiene
  • Got another one to go here? Leave a comment, below…

The impression you give people about yourself can make or break a business or the opportunities that may come your way. I have known people who have missed out on an interview due to a potential employer looking at their facebook profile. Personal brand matters and you can most certainly control most of these touch points.

If you are having trouble determining what to include in your social media posts, this article may help.

To sum up

Touch points are the aspects of a business that attract customers. People form opinions based on what they see, hear and feel. You want customers or clients to walk into an office space and feel comfortable, to read an email response and feel valued, to see a profile portrait and not be scared off, to be greeted on the phone by someone who wants to talk to them and not be left feeling like a nuisance. What we put out there as a professional should bring in clients and consumers, not deter them from using our business. This should be kept in mind while creating any of the touch points listed above which will in turn help you build a stronger brand.

 

Does your business need a Touch Point audit?

As designers we love to design each and every touch point to be consistent with your brand and vision.

To assist we have developed a touch point audit spreadsheet that you can use to
review your brand, culture and personal brand.

Tell us a little about your touch points in the comment field below and we’ll send you my free touch point audit spreadsheet so you get get control over your brand!

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 1900 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

Exceeding Customer Expectations

Exceeding Customer Expectations

Exceeding Customer Expectations

Exceeding Customer Expectations

Customers expect, quite rightfully, a certain quality of service from businesses. As consumers I’m sure we’ve all seen a range of qualities from customer services. As a result I am sure we have companies or businesses we will continue to use and those we may steer well clear of.

Upholding a high level of customer service is vital for a successful business, particular small businesses who depend on return customers and word of mouth.

A Strong Brand Value

I have talked about branding in many of my blogs including ‘Your Logo Is Not Your Brand‘. A brand being the memories and emotions that your product or service gives a customer. Exceeding customer expectation is good for your brand. If your company is known to go above and beyond for your clients then you will get more clients. If you want to remain competitive I see ‘Exceeding Customer Expectations’ as a strong brand value.

I know someone who works at a large supermarket chain. They told me how this supermarket chain had changed a policy and it’s staff were now expected to go to the next level to help customers. I tested it out and it worked. What they were told was that staff were no longer allowed to direct customers to a product, i.e. “You will find it half way down isle 6”, they were now expected to take the customer to the product. Talk about exceeding expectations. When I tried it out the young lad even picked the product off the shelf and handed it to me. No longer was I searching up, down, left, right for this product. It was handed to me. They had to teach staff to do this and cement that it was ok to leave the shelf they were packing to tend to a customers needs first. What a strong and beneficial brand value to uphold.

It is a fairly simple concept but could be put on the back burner in hectic or stressful times. It is also not the easiest thing to juggle many customers or clients at once and when you are crazy busy, being patient and polite can, at times, be difficult. The best thing you can do is try your best and treat every customer/client as though they contribute to your success, because they do.

Why Should You Exceed Expectations?

Exceeding expectations cements a strong relationship between the client/customer and a business. These strong relationships will not only build return business, but also good recommendations through word of mouth, testimonials and reviews. All amounting in more business for your business!

Doing what is expected for a customer or client is all well and good but go above that and the benefits will begin to show. Take this personal experience that Amy, my personal assistant, recently encountered.

Amy has just moved and is renovating. She needed a skip bin and called and used the same person she has used in the past. She has always found him a little difficult to deal with but he lived around the corner and she felt she should support the local guy. When she got him to collect the skip bin this time around he was quite rude to her children who were keeping their distance but trying to watch the exciting skip pickup.

A few weeks later she needed another bin and decided to try another business who were located a tad further away. Now not only were these people more professional, friendlier and much much easier to deal with, they were also cheaper. Even though they were running late on the drop off (at least they gave a rough time unlike the first guy), when she called to make sure they were still coming the office lady was so kind and polite, she called the driver, she called Amy back and then after he’d dropped the bin she called again to apologise for him being late (due to heavy traffic) and make sure it had been dropped. On top of that Amy said the driver had this same kind and friendly way about him spending time with them working out the best drop point. Amy spoke so highly of this skip bin business she claims she will only use them in the future. They must have left an impression because when I asked her to recall an experience where her expectation of customer service were exceeded she immediately told me this one.

So the company that exceeded her expectation will continue to get business from her.

Word of Mouth, A Strong Advertising Tool

So much of my work comes from word of mouth. Never underestimate this powerful selling tool. You have no idea what missed opportunities could come from the way you treat just one customer.

If you take the above skip bin scenario, the company that exceeded expectations will get more business from the way they acted. Even though they were running late they handled the situation so well it had no negative impact on that businesses brand. Next time I do some renovating I will get that number from Amy. Next time a family member or friend of Amy’s is doing some renovation I’m sure that recommendation will be passed along. If that same level of customer satisfaction is maintained then this business will go far.

The skip bin man who was rude may have not only missed out on Amy’s business, he may have missed out on her mums business, her mums friends business, her mums friends Aunties business… the list is endless. Don’t underestimate the power of failing at one little job because so much more could be missed.

How to Exceed Expectations

You need to deeply understand the customers problem and then go beyond to solve it.

Personally I use online questionnaires, project completion surveys and client workshops to help me understand my clients expectations and to evaluate how the client felt about my business and work once it is completed. I take all these aspects very seriously as I need to understand how to fulfill my clients needs.

Once I have the brief or overview I endeavour to complete work in a timely manner as discussed with the client, I am polite and return all calls, I work hard to give them the best possible outcome. This service shows in the amount of return clients I get, the amount of new clients who come from old clients recommendations, the outstanding testimonials people leave me and the project completion surveys and comments.

In essence, exceeding expectations is done by understanding your customers journey with your business and reverse engineering all of the pain points to see how these can be improved to make your customers journey much easier, more satisfying and best of all more exciting.

To Sum Up

Meeting customer expectations is a must do, exceeding those expectations is up to you. But trust me when I say the benefits of doing the later are incredible.

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 1900 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

Our Logo Hand Over Process

Our Logo Hand Over Process

Our Logo Hand Over Process

Our Logo Hand Over Process

At psyborg® we can create the perfect logo for your business! When we finish a clients logo we typically supply the logo in 4 logo file types, an option for a logo style guide and copyright ownership of the logo. You can also register a trademark for the logo we design and I will explain how to do that in this article.

Logo File Types

Your logo will be used for everything to do with your business. From letterheads to vehicle signage, online and in print. Different file types are suitable for different applications and this is why you will need your file in more than one format. When I hand over your logo I supply it in 4 file types; EPS, JPEG, PNG and PDF.

EPS

EPS stands for Encapsulated PostScript. An EPS file can contain text as well as graphics.

In essence an EPS is a Vector File, it is scalable without the loss of quality which means the size can be changed and the image remains perfect. EPS is the universal logo format.

The EPS format can be used in print, signage and other industrial applications such as embroidery, laser cutting etc. It is considered the best choice of graphics format for high resolution printing and due to its ability to be scaled without effecting the quality of the graphic it is best used for large signs and banners where the other formats could cause the loss of image quality.

JPEG/JPG

JPEG sometimes written as JPG is short for Joint Photographic Experts Group. JPEG is used for photo images which may need to be smaller files. By smaller I mean they may need to take up less memory online. This is beneficial for web sites or email. Jpeg is widely used on the Internet to display photographs due to the speed at which it can be rendered on a web page.

JPEG can be compressed however pixel quality will degrade each time the format is saved. Another great thing about JPEG is that it can be saved at high resolution, say 300dpi, so it can be a large resolution for print use but a small file size for transmission.

PNG

PNG stands for Portable Network Graphics. This format is similar to a JPEG file however PNG supports transparency whereas JPEG does not.

While JPEG is good for storing photographs at a compressed size PNG is useful for storing line drawings, text, and iconic graphics at a smaller size. Both JPEG and PNG are ideal for use on the internet and may depend on the graphic that has been produced as to which format is better. This is why I supply both as it also depends on how you want to use it.

PDF

PDF or Portable Document Format is a file format used to present and exchange documents reliably, independent of software, hardware, or operating system. The PDF format has become a standard for document transfer between different computer platforms. A PDF file retains formatting for the file being transmitted and is becoming the standard for providing high resolution files to printers.

PDF is ideal for presentation/communication purposes as anyone can see and access it where as typically anyone can not see what an EPS file looks like as it requires industry specific software. 

Logo Style Guide

We can also supply a logo style guide. Logo style guides are a great investment for any business and have many uses and benefits.

What is a logo style guide?

A logo style guide is essentially a document that details your logo and how it looks in various media. It describes, defines and presents examples of what your logo looks like using visual representation as a quick reference guide to ensure consistency.

Why would you want one?

The reason a logo style guide is beneficial is because it is a quick reference to how your logo looks using all media. It enables you to be consistent when using your logo no matter where or how you are using it. Style guides can be passed on to employees or third party affiliates and suppliers so everyone in the business knows when and how to use the business logo. They help with overall branding as they maintain strong visual presence across all areas of communication with customer/clients ensuring all of your touch points are consistant.

What is Included in a typical logo style guide?

Style guides vary in length depending on businesses and the needs/uses of a logo.

Generally they have the following items;

  • Various uses of the logo. Full colour, Reversed, On Black etc including visuals
  • Proportional, spacial and composition rules of a logo
  • Colour Values and Colour Rules
  • Complimentary Fonts and Typography to be used
  • Do’s and Don’ts for the logo

If you have any other questions about Logo Style Guides contact us!

Copyright

Copyright is a legal right created by the law of a country that grants the creator of an original work exclusive rights for its use and distribution. Source- Wikipedia 

Pretty much no matter what it is, if you created it, you own it and it’s the Australian copyright law itself that assures that ownership. More about copyright can be found here. 

Who Owns Copyright of the New Logo?

I hand over the ownership of the copyright once payment is finalised, so the business or individual paying for the work will be the owner of the copyright. It’s all yours! 

Trademarks

A trademark is a recognisable sign, design, or expression which identifies products or services of a particular source from those of others. Source- Wikipedia

You have the option of registering a trademark of your new logo or business name as another way to protect it from being reproduced by others. Only registered trade marks can carry the ® symbol and once it is registered this makes it public knowledge to respect your trade mark and not copy it. For example psyborg® is a registered trademark. 

How do I get a trademark?

You can hire a Trademark Attorney or do it your self through IP Australia. IP Australia has all the information you need about trademarks and the process involved in getting one. 

What now?

Once you have your logo you need to remember that Consistency is King! Everything you do for your business needs to include that logo! While a logo is not your brand it is the thing that people see to remember your brand, or the symbol that represents your brand.

Using that logo at every touchpoint is mandatory! A touchpoint is any interaction a customer or client has with your business so use that logo to your advantage to reflect, reinforce, and reiterate your core brand. Use it on uniforms, stationery, letterheads, signage, emails… everything!

We love helping businesses to create logo’s and we also run brand workshops to help businesses get started.

Contact us if you need a creative designer! We also do Graphic Design and Web Design and although we are located in the Newcastle and Lake Macquarie region we can help you no matter where you are located as our work can be done remotely due to the efficient systems we have in place.

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 1900 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

Google is changing how your website could be perceived

Google is changing how your website could be perceived

Google is changing how your website could be perceived

Google is changing how your website could be perceived

We all want our websites to be a place people go and feel safe from the threats of viruses or hackers. Google Chrome is aiming to make all websites more secure but by doing this it may cause many sites to be perceived as non secure, and therefore a place where potential clients or customers may not feel safe browsing.

If you open a page in Google Chrome you may notice on the left of the web address (URL) there is the word ‘secure’ or an information icon . if it is the information icon and you click it on it will show you that the site in non secure. The secure sites use an SSL and the non secure websites do not.

Google Chrome is moving towards more publicly, not just with the , presenting websites that are not encrypted via an SSL Certificate as Non Secure and this has the potential to warn off potential customers or clients from safe sites.

What is Google Chrome?

Google Chrome is the most popular web browser in use in the world. According to wikipedia, over 50% of people use this web browser world wide and the remainder of people use a mix of web browsers, making Google Chrome the number 1 browser. These are world wide statistics but going off the data they have gathered this percentage would be much higher if we were just looking at people using the web in Australia.

Therefore the majority of people are viewing webpages using Google Chrome so this information is relevant to all websites who do not have SSL which is the majority of the web.

What is SSL?

SSL stands for Secure Sockets Layer. It is an encryption technology typically for E Commerce and Banking websites, wherever sensitive data is processed by the user and required to be protected via the website. So an SSL keeps the details and information you enter into a website safe from hackers. 

SSL aims primarily to provide privacy and data integrity between two communicating computer applications. In the past not every website needed SSL as a page without sensitive data did not need to be secure and no message was displayed.

This has changed!

What does it mean for websites?

Currently google Chrome is showing an icon  that when clicked on displays information about the site including that it is not secure.

Google SSL Warning Icon

For the time being, most people are unaware anything has changed and that the site is not secure and therefore it is unlikely to be effecting the traffic to webpages, but this could change.

Google SSL Not Secured IconGoogle will eventually tell people via a highlighted warning that the site they are visiting is not secure and this has the potential to deter people from visiting webpages. At this stage it looks like this could occur for websites that collect data via forms and the like but this will also be the start of things to come. 

Google HTTP Eventual Warning

When an SSL is purchased and installed Google will present it with the secure sign with the locked padlock and no highlighted warning.

Google SSL Secured Icon

Perception is Key

Google is aiming to make the web more secure, so even if your website does not collect and process sensitive data and thus no traditional need for an SSL, on Google Chrome it will still be presented with the Not Secure warning message. This may cause potential customers or clients to be put off as the site does not look trustworthy.

Eventually, Chrome will show a Not Secure warning for all pages served over HTTP, regardless of whether or not the page contains sensitive input fields. Even if you adopt one of the more targeted resolutions above, you should plan to migrate your site to use HTTPS for all pages. – Google

Don’t take my word for it, you can read more about this from Google.

To solve this problem we recommend installing an SSL to present your website in the best possible light, as a safe and secure place for people to freely browse without the fear of potential cyber attacks.

Once these changes become more mainstream we believe Google will start penalising non secure websites in there search rankings (if they are not already), making this one of the SEO factors that could penalise the ranking of your site. Therefore installing an SSL could improve your search engine rankings, especially if your competitors are not doing it.

What Now?

Get your website encrypted with an SSL! This means that your website will now have a green padlock presented via the browser and your website will change from http://www. to https://www.

Contact us to see how we can help.

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 1900 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