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 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

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 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

Two new ways to advertise your business online

Two new ways to advertise your business online

Two new ways to advertise your business online

Two new ways to advertise your business online

Google Remarketing and Facebook Pixel are two relatively new methods businesses can use to advertise online and digitally. These methods are very powerful but not many businesses are aware of them or the benefits they can have to a business.

What is Google Remarketing?

Have you ever searched for a product to purchase and a day or two later notice it keeps popping up in ads online? This is remarketing. Remarketing helps you reach people who have visited your website or used your app.

Remarketing is a clever way to connect visitors to your website who may not have made an immediate purchase or enquiry. It allows you to position targeted ads in front of a defined audience that had previously shown interest in your website, as they browse elsewhere around the internet.

How can you leverage Google Remarketing for your advertising dollar?

When done right, remarketing can be a powerful tool that will draw in customers/clients. How you set up your remarketing campaign depends on your business and the types of customers that you want to grab the attention of.

What is great about Google Remarketing is that you are in control and there are many aspects you can set to reach the audience you want to and get the outcomes required.

For example if you want to reach everyone that visits your webpage you can do this. This is the most basic way to remarket. So Jane visits your webpage, next time she is online your ad will appear on other webpages she visits.

There are many different strategies you can also set with google remarketing. For example maybe you only want to reach customers who did not purchase a product or contact the business (visitor who did not convert), or you only want to reach those visitors with abandoned shopping carts to try and get the sale.

Here’s a quick rundown of some of the lists you can create in Google Remarketing.

You can also pick locations for your ads so you are not reaching an international audience if that is not what you are after. Another great tool is you can reach an audience within a certain time frame, so if perhaps they purchase something that may need restocking in 90 days time like makeup or body lotion then you can make it so the ad will appear in 90 days time. You can also set ads to appear at a specific time of the day or night. This is beneficial if you are targeting a certain audience who you know spends more time online at a certain time of day, for example students.

There are many structures you can tailor to meet the needs of your business and here is a good list of them.

While researching I also found this bit of fun, check out who is retargeting you. Search a few sites and then have another look!

What is Facebook Pixel?

Facebook Pixel is a piece of code that you can place on your website to report conversions, build audiences and get rich insights about how people are using your website. With Facebook Pixel, you can; 

  • Measure cross-device conversions
  • Optimise delivery to people likely to take action
  • Automatically build audiences for website visitors to retarget
  • Create ‘look-a-like’ audiences and
  • Run dynamic product ads and access audience Insights

Source; Facebook Business

How can you leverage Facebook pixel for your advertising dollar?

Because so many people (c’mon almost everyone) has a Facebook account that they are always logged into, Facebook pixel is a great advertising tool. This is how it works; if I am logged into Facebook on any device, and I use that device to search a website then Facebook pixel tracks it. It knows what websites I have visited, what pages on the site I viewed, what time of the day I did it, whether I purchased an item etc. Using this information you can build target audiences to advertise toward on Facebook and Facebook Pixel can advertise to them no matter what device they are using as long as it is logged in with Facebook. 

Like google remarketing you can customise your Facebook pixel to be most effective for your business. You can make different ads to target particular audiences, i.e. if you sell mens and womens clothes you don’t want your mens ad going to someone who has been searching your womens page, a conversion is unlikely.

One of the great tools on Facebook Pixel is creating ‘look-a-like’ audiences. This is exactly how it sounds. Once you have an audience, (a list of people who have already visited your website), you can create a look-a-like audience, people who resemble those who have already visited your website. This allows you to reach people who may not have found your site but may be interested in it based on the data received about your audience. So based on gender, age, location etc. You can imagine the possibilities that lie behind this tool!

To Sum up!

Advertising has been around for ages and it has changed and continues to change with the times. Google Remarketing and Facebook Pixel are the latest in these advertising tools. They enable businesses to ‘chase’ customers, help to make conversions and also hunt out new and interested customers. This is advertising with inteligence. If you think this may help your business and need help in setting up a digital campaign be sure to get intouch! 

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