Pick the Niche

Whether you are managing a brand, looking for a job or running a small local charity, you have to find your niche and tell a story.  The past few years have outlined this trend and people seem to be putting it into practice and seeing great results.

Brands that are so hyper focused are constantly polled by consumers as more believable. That doesn't mean you can't expand your focus down the road, but you have to be authentic and specialize in one area before you can attempt another.  A prime example of this is Keen shoes.  When they started, they were focused on the outdoor segment.  They made shoes for hiking and sandals that were great for camping. Now they make trail running shoes, biking sandals and a series of bags that work with the outdoor lifestyle. Although they have expanded their base, those areas make sense for their target consumer.  If they started making baseball bats tomorrow, consumers wouldn't believe it.  It's too far from their core.

When you live in a niche, you own it, you set the rules.  Kiva.com started something that was needed but didn't really exist.  They created a way for people around the world to help a person or village get a cow or a goat or seed for their farm.  Their online micro-lending model is so simple, that it's almost unbelieveable.  However, the more you research it, the more believable and amazing it is.  And what closes the deal is when you hear that, to date, they still have not had one default on a loan.

Pick your niche, commit to it, live it and the loyalty you will see from customers will validate your efforts.