“Don’t build a business, build a brand.”
This is one of the most common pieces of advice I hear from entrepreneurs and marketers I’m inspired by.
But how do you “build a brand” in an industry that is considered “dull” and “boring?”
You think creatively and you rewrite perceptions.
I gave away 100 roses in honour of Valentine’s Day to raise awareness of romance scams.
And I know what you’re thinking… roses are expensive this time of year, that doesn’t sound like a lucrative marketing idea. Well, luckily for us, we don’t have a CFO.
And while I can confirm this is the worst week to give out free roses as a business, I can also confirm that the value in showing what makes you different, rather than just telling, is unmatched as a startup.
Psyber is an Australian cybersecurity startup focused on reducing cyber attacks through behaviour-driven training for employees, executives, and boards.
Cybersecurity is an industry that is dominated by big businesses and massive consulting firms. They have huge marketing budgets, large diverse teams, and a strong brand and reputation amongst clients.
How do you even begin to compete with that, especially as a startup with limited budget and resources?
I’ve learned that I don’t want to, or need to, compete. That’s precisely what makes Psyber different and special.
The value of being a startup is that you have 3 things these organisations don’t: you can make decisions quickly, take action fast, and think outside the box.
That’s something I’ve seen firsthand coming from enterprises.
Within 6 days of thinking of the idea, we ordered 100 roses, built out collateral, and fully executed an entire campaign designed to raise awareness of a scam that can turn someone’s life completely upside down.
In marketing, you’re told to market to your target audience.
Ironically, that was exactly the opposite of what this campaign was designed to do.
In our industry, we preach to the converted. We promote cybersecurity to an audience of cybersecurity professionals, who already know cybersecurity is an issue.
This campaign was designed to disrupt that exact pattern.
It was about delivering the very core of what we do in our business, in a different way.
The romance of cybersecurity
Our goal was to spread awareness amongst everyday Australians, those who don’t consider cybersecurity, that don’t know a lot about scams, and in turn, spark conversations with them about an incredibly important topic, regardless of metrics and sales.
And hopefully while we’re at it, showcase that the key differentiators on our website actually ring true. We aren’t “dull, we aren’t “traditional,” but we are here to think creatively, be accessible, and engage and resonate with everyone.
When it comes to marketing, it can be so easy to get distracted, to chase views and virality. But for me, this campaign wasn’t about that at all.
It was about demonstrating what truly underpins our brand: human connection, the ability to resonate with anyone, the courage to think creatively, and a commitment to educate people about evolving threats in ways that genuinely connect.
Hopefully in the process, when another business needs cybersecurity training, they think “what about that business that gave out free roses?”
Market research surprise
One unexpected benefit? Market research. Hearing firsthand from the people my solution is built for, and seeing just how many misconceptions continue to perpetuate.
When you’re so deep in building, it’s easy to lose sight of the mindset of the people your solution is built for. Getting out and speaking directly to them is a great way to reframe your perspective and gather new insights that improve your solution, far more than assumptions ever could.
But in the spirit of true entrepreneurship, I have to be authentic and honest. And the truth is, no one knows what’s going to land or how people are going to respond. You have to experiment and take a chance. Every business is so different, and what works for one might not work for another. Sometimes you can’t take advice from anyone, you just have to go out and try it out yourself.
Start thinking outside the box, and see the opportunities that open up for your business.
After all, if you want to stand out, you have to do the things no one else is willing to do.
