Brand Strategy Niches
Surround Your Brand Niche With Familiar Associations
You may have the most unique niche in the world, but in order for online followers to embrace it you need to shape your brand strategy so that the niche relates to things that are already familiar to your audience. It sounds like a paradox, but the secret to followers connecting the dots is to relate your unique concept with the world they already know about. That does not mean catering to the lowest common dominator, which is the direction many big marketers still follow. You can enjoy just as much success by relating your unique products with qualities that everyone naturally appreciates.
Followers gravitate toward leaders not by chance, but because of magnetism and the ambition to follow a winning path. A leader can be defined in many ways, but your brand strategy will have an enormous edge if you can define leadership as being the first in history to introduce your niche. Newspapers and TV news teams are always looking to document new inventions or ideas so that they can say they covered it first. Another way to sell your brand as a leader is to report statistics that reveal your brand has generated a widespread response. You can create a news story by appearing at a trade show and then report that your product was exposed to thousands of people.
Another way to convey leadership is to be interviewed by a local publication or website, in which you can give exclusive insight about your industry that no one else has covered before. You can discuss problems that are beneath the media radar then offer sensible solutions. People also equate leadership with innovation. By offering ideas for the future, you can help shape your image as an authority figure. Almost every company boldly states the What and How of what they produce or the service they provide. Differentiate yourself and build your brand around Why. Never forget that leadership is a perception regardless of how your industry ranks leaders. Always find ways to communicate how your brand is ahead of the competition.
Things We All Share
Even though you don’t want your brand strategy to create the impression that it means all things to all people, you are justified in associating your brand with things we all share as individuals. The environment, for example, is something we all share. There’s a green revolution going on that continues to gain strength due to high energy costs and reports about dangerous chemicals in our food, water, air and soil. Since you are building your brand online, you’re already participating in the environmental movement. Assert your participation, which gives your brand credibility, whether it’s by going paperless, reducing the need to waste gas or communicating online instead of through snail mail.
We also all share a love for music and entertainment. So find pop culture items that connect with your brand, such as songs, movies, sports, fashion or hobbies. Use a popular quote, for example, as a metaphor for your product. Or explain how an underlying problem you are trying to resolve with your product is reminiscent of a scene from a popular movie. Let your imagination go wild in creating associations between your products and existing fads, either from the past or present. This type of brand strategy reflects how people communicate on social networks.
Everyone loves colors. One of the first things we learned about as children was how to use crayons. Your logo needs to be simple with four colors or less, which saves money and creates a memorable image. But since everyone loves pictures with multiple colors, find as many attractive photos as possible and associate them with your brand by sharing them on social networks and your website.
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Ian Conklin is the President of OTR Web Solutions a web development company building marketing websites since 2000 with offices in Canada, USA, Europe and South America.
OTR Web is a Value Added Partner with HubSpot.
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