Niche Marketing: Focusing YOUR Brand

Niche marketing is an advertising strategy that focuses on a unique target market. Instead of marketing to everyone who could benefit from a product or service, this strategy focuses exclusively on one group—a niche market—or demographic of potential customers who would most benefit from the offerings. (As defined by Alexa.com)

But what happens when you have multiple markets? How do you decide how to promote your brand?

Many companies run into this issue. Whether you are a retail store with multiple price points, a salon with clients of all ages or any sort of business with a mix of customers - it may be a struggle to nail down your audience. But, clarifying your brand by choosing a specific customer and laser focusing on them for a set of campaigns is a great way to gain loyal followers.

But what happens when you truly have multiple demographics you serve? There may be times when creating 2 brands is the best way to keep each company consistent.

One example is a Realtor who represents a luxury market (as defined by their company) and a non-luxury market. They are required to use special additional branding on their promotional items within the luxury market yet not allowed to use the same luxury markings on otherwise non-luxury materials... So what to do? For this client, we created 2 logos: 1 for luxury and 1 not.

So what do you think about your business? Who is your target demographic and how can you pinpoint them?