We all want to be the best in our field, and this is true for your brand and company. For your brand to be effective you need to be number 1 or 2 in your field. No one remember’s 3 and upwards. Think about Cola for example, we all instantly think of Coca Cola and Pepsi. Fizzy orange, Tango and Fanta. Your probably thinking, yeah that would be great if we could do that, and money grows on trees in your fantasy would of fancy branding. I understand your skepticism.
Finding a Brand Niche examples
Well my dear readers the answer lies in finding your niche. So what do we mean by that. Well you might be a local law company for example. Well there is going to be a lot of competition in that area, all competing for their brand to be number 1 or 2. If we looked at say immigration law, maybe there is only a handful. This niche has the potential for you to become number 1 in that field.
Another example might be a company selling audio cables. Again lots of competition in that field. But perhaps if that was audio cables for hifi, that would be slightly less. If it was high end audio cable for audiophiles hifi separates ,even less.
For a final example let use my company. We do a wide range of design, illustration, web design, branding, pretty much what you would expect from a creative studio. Its all award winning and very high quality. Now the competition in those areas is very high, and all creative companies claim they produce high quality work (a classic mistake to say your niche is being the best). So we looked at what we were good at and where there was a gap in the market. Our focus has always been about creating complete brands, and brand identities. Its what we enjoy and also encompasses our varied skill set. So this is what we made our niche. So when someone thinks of a branding company in our region they will think of us. This puts our brand in a much stronger position that if we had been a generalist design company.
Hopefully by now you are getting the idea of how to find your niche and the benefit of it.
Your first port of call is to research what your target customers want. Your next task is to research your competition. Look at what your competition do, and how their brand presents itself. I must stress generally it is a waste of time imitating another brand and businesses practices in your market. This is just a quick fix for short terms gains for your company. What you need to do is look for a gap in the market, or more specifically your niche. However if you are bigger and more dominant that your competition and are going to copy, you need to be confident and be prepared for the investment. The comparison between the two approaches could be seen as the difference between stealth and a full on assault.
With this valuable information you will be on track to create a great brand for your company. Be clever, be confident and find that niche.
Check back soon for further articles on company brand.