How to Find your Niche – Your Brand’s Purpose

Kaitlyn Cole

filed in:
All, Brand Strategy, Business

The term “niche” can mean a lot of different things, depending on the context. It could refer to your company’s unique position in the marketplace or even your SEO strategy. But when it comes to your brand, I’m talking about something much deeper than that: what makes you and your business stand out from all the competition? Why would someone choose you over another company doing similar work?

Understand what your customers want.

Before you start building your brand, it’s important to understand who your customers are and what they need. This is where market research comes in. There are several ways to conduct this type of research:

  • Survey the market–Ask friends, family members, or people on social media what they want from a product like yours. You can even create a survey using SurveyMonkey (or another online survey tool) and send it out via email or Facebook Messenger if you have an established audience there. If not, try posting on Reddit or Quora with specific questions related to your industry or niche topic; these communities tend to be very helpful when it comes time for users’ opinions about anything consumer-related!
  • Observe customer behavior–Where do consumers go when they’re looking for something similar? How do they interact with those platforms/websites/apps? What’s their purchasing process like? These things will give insight into how best to communicate with them later on in order for them find value in what we offer, as well as make sure we’re meeting needs rather than just selling products blindly based solely off intuition.

Let your customers help you find your niche.

One of the best ways to find your niche is by asking your customers. It’s okay to get direct feedback from them, and it can be extremely helpful in determining what they like about your product or service, as well as what they don’t like about it.

It’s important to remember that when you ask for feedback, it doesn’t have to be negative–you should also ask them what they’d like from you in the future! This will help guide future marketing decisions so that customers feel appreciated and taken care of.

Know how you’re different.

One of the best ways to know who your customers are and what they want is by listening to them. You can do this through surveys, interviews and focus groups.

If you’re not sure where to begin with customer research, start with the basics: demographics (age, gender), psychographics (personality) and behavioral data (what they do). This will give you an overview of your audience so that when you start creating content for them or conducting outreach campaigns like email blasts or social media ads, it’ll be easier for them to connect with their audience on a personal level.

Don’t try to be all things to all people.

When you try to be everything to everyone, you end up being nothing for no one.

If you’re a business owner, this is especially important because if you try to be everything to everyone, your brand will end up being bland and generic. You’ll lose sight of what makes your company special and unique — you risk not being memorable to the group you want to connect with the most.

Understand the strength that your company or organization has to offer that your customers also enjoy, and capitalize on these.

Finding your niche is not just about defining who your ideal customer is, it’s also about discovering what makes them different from other people, and why that difference matters to them.

If you want to build a brand that will stand the test of time, you need to find a way of identifying with these people in such a way that they feel like they’ve found someone who understands them (or at least wants to understand). This isn’t something that happens overnight; it takes time and patience as well as research into what makes each group unique.

If you can understand your customers, you will understand your company, and only then will you be well on your way to finding your niche. But don’t stop there, continuously ask yourself how you can use this information to connect with customers who share those same values. Remember that the best way to do this is by listening carefully and paying attention when people tell you exactly what they want from their experience with your brand.

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