Welcome to WebProNews Breaking eBusiness and Search News
Advertise | Newsletter | Sitemap | News Feeds News Feed 
 WebProNews Search Part of the iEntry network iEntry inc. 

Pick A Niche And Own It

Jennifer Rice
Expert Author
Published: 2005-02-25

WebProNews RSS Feed


Had a one-day branding session with a client yesterday. Small company, lots of potential. They wisely selected a niche market to target initially, because they're in a crowded space.

So right now, they can say to prospective customers that they're the only widget software designed to meet the needs of "x" market.

This is a terrific way for most businesses to get a loyal following: pick a niche and own it. Then pick another one. And another. (I wrote previously about this here and here.) BTW, this can't be a marketing trick; your product really needs to be designed to meet the specific nuances of that niche. But the challenge is, you can't build your company brand on being the 'Niche X Widget Provider' for two reasons:

  1. The 800-pound gorillas finally notice you and think, "Hey, that's a great idea. We'll do that too." And they've got the resources to eat your lunch pretty quickly (or they buy you, which isn't always a bad thing).

  2. You're too successful, run out of customers in Niche X and want to adapt your product to Niche Y.
So you build your brand not on what you do, but how you do it. There will always be somebody else doing what you do. If not today, then just wait a couple months. I disagree with Al and Laura Ries; you can't "own" a product category... but you can own a way of doing business. The computer industry is a great example of this:

  1. Dell makes computers. Big deal; so do a lot of other companies. But they've built their brand on how they do it. Customized and mail-order. Now, do they have to stick with computers? Not if they leverage their "how."

  2. Apple makes computers. It's their "how" that's given them a cult following. It's their "how" that they extended to the iPod. There are a lot of other music players out there. It's iPod's "how" that sets it apart.

  3. Gateway makes computers. How? Hmm... like everybody else. Oh, and they have something to do with cows. Once you pull off the cow suit, their products and service are pretty generic. This is why branding is the executive team's job, not marketing. Marketing can work with customers to determine the opportunity in your space, but it's got to be translated into an operational "how" before it's turned into an ad campaign.
What is your "how?" Are you faster, better, cooler, more innovative? More connected with your customers? Or, asked another way, how do you inspire emotion in your customers? Do they feel liberated? Hip? Special? In control? Connected?

Own a "how" in your industry, and you'll have a path for future growth as the market and competitive set changes.

Receive Our Daily Email of Breaking eBusiness News


About the Author:
Jennifer Rice is the founder of Mantra Brand Communication. She has extensive experience in brand/marketing strategy, market/customer research, integrated marketing communications and channel support.

Jennifer also writes theWhat's Your Brand Mantra? blog which offers musings on branding, marketing and the ecology of business.

WebProNews RSS Feed

More Articles

Contact WebProNews

Advertisement



TOP NEWS

Targeted Information for Business
WebProNews is part of the iEntry network

Internet Business: Marketing: Small Business:
WebProNews MarketingNewz SmallBusinessNewz
WebProWorld AdvertisingDay PromoteNews
EcommNewz SalesNewz EntrepreneurNewz

Software: Search Engines: Web Design:
WebMasterFree Jayde B2B DesignNewz
NetworkingFiles SearchZA FlashNewz
SecurityConfig SearchNewz WebSiteNotes

Developer: IT Management: Security:
DevWebPro ITManagement SecurityProNews
DevNewz SysAdminNews SecurityConfig
TheDevWeb NetworkingFiles NetworkNewz

The iEntry Network consists of over 100 web publications reaching millions of Internet Professionals. Contact us to advertise.
eBUSINESS RESOURCES
 Advertise | Contact Us | Corporate | Newsletter | Sitemap | Submit an Article | News Feeds
 WebProNews is an iEntry, Inc. ® publication - $line) { echo $line ; } ?> All Rights Reserved
About WebProNews
WebProNews is the number one source for eBusiness News. Over 5 million eBusiness professionals read WebProNews and other iEntry business and tech publications.

WebProNews provides real-time coverage of internet business.

Free Email Newsletters:
WebProNews SearchNewz
WebProWorld DevWebPro
Marketing SecurityNews
Plus over 100 other newsletters!

Send me relevant info on products and services.


WebProWorld
Ten most recent posts.

NetworkingFiles
Featured Software

WebProNews in the News
View all recent mentions of WebProNews from around the world!

Recent Articles On ...
Google eBusiness
Yahoo Ask Jeeves
MSN Blogs
Search Engines Blogging
Affiliate Programs Marketing
eCommerce Advertising
eBay Sun Microsystems
AOL Adsense
Microsoft Adwords
Oracle IBM
Amazon Apple
SEM Mac
SEO iPod
Adsense XBox
PR Adobe



iEntry.com WebProWorld RSS Feed WebProWorld Contact WebProNews Print Version Email a friend Bookmark us