Adapt and innovate are the #1 tenets of marketing. In the best business conditions, the brands grabbing the most market are those who best leverage this concept to their advantage. In a troubled economy, adaptation and reinvention may be your company’s best hope for survival. Innovate and invigorate your brand and drive your business into a niche.

In the past, this blog has talked about beginning with the end in mind. It’s back again but now with a twist, the niche. The niche is the tiny nook or cranny of the market that you define as your target. Many savvy marketing pros say that the narrower segment has distinct advantages; there are certainly many examples in the marketplace of niches done well.

So let’s take a look at what to consider when branding in the context of the niche. The key components to brand marketing don’t change. Only the perspective changes, becoming more focused and selective.


1. Your USP – Your Unique Selling Proposition

How does your offer or your promise meet this specific audience’s needs? Consider variations to your existing lines of products and services. Figure out in what way your products and services provide added value to this targeted market. Answer this question: how is my company’s offer (products and/or services) better and different from the other choices available?

When you look at the retail market for consumer products, you will see an ongoing trend of polarization between the giant warehouse stores (Costco, BJ’s, Sam’s Club) and the specialty retailer. In a mature retail market with more refined consumer tastes, product categories are getting smaller and smaller. New players are successfully entering the market in these niche categories.

In their specific niche these smaller brands are more innovative and exclusive. The smaller brands, retailers and businesses in launch mode are energized by the opportunity to satisfy a more selective market. Think micro like microbreweries – creating a small selective niche or micro market.

Tip: Look for trends by examining the demographic shifts in your industry or geographic location. Consider the ways the trends and shifts might align with your company’s product line.

2. Your Message – Your Brand

The customer is king and queen. Get to know them. Talk to them. Speak their language. What is their motivation? What keeps them up at night?

When you write your copy you are talking in the voice of someone on their team, someone who knows them. You are “in the know” and on the inside. To do this you need to be crystal clear on this market’s key issues. Are you being attentive to the customer? Are you developing customer intimacy?

The good case study for examining customer attentiveness is the consumer banking industry. One of my banks was recently acquired by a bigger bank, and this larger bank leaves me feeling as though they don’t understand me as a business owner or as a consumer. A different bank I use seems to be friendlier and more customer-focused. They are at least willing to listen to me. Be the company that listens, the company that puts the customer first at each and every stage.

When someone calls your company, are they greeting by the automated phone attendant? These phone systems are affectionately known here as the gateway to the inferno of hell. How many minutes of your customer’s time are wasted listening to what your company wants to tell them? Turn it around and find out why the customer is calling you before telling them anything.

When you create your brand and message, you’d better be delivering a benefit or you shouldn’t waste your time or money. Can you deliver on your promise? Are you engaging the customer, nurturing them and creating a dialogue, or are you talking at them?

3. Test and Measure

Look at your competition. What do they use as their key selling points? What are their price points? How do they deliver their service? What is their service like? Is there any competition at all for what you are going to offer?

Reduce your risk by testing your marketing to see how well your idea is received. Test your competitors’ marketing to see how they’re doing.

As a small business owner, one effective niche strategy is to build awareness for your brand regionally. You can avoid spreading your resources too thin by focusing most of your marketing activities within the region. Integrating the area’s uniqueness with your brand to serves to strengthen the attraction, tying your company image with the local flavor. Kraft Philadelphia brand cream cheese was an originator of this niche strategy.