Creating Your Brand Niche

04 Mar Creating Your Brand Niche

Find out what makes you unique and create your story.

When it comes to telling the story of your brand, creating your news is similar to finding your niche.

A recent NBC Today Show segment highlighted a new approach for the cut flower industry. Farmgirl Flowers turned their unique business plan for flower deliveries into a 3-minute infomercial on the national network morning show. The story highlighted what makes the San Francisco area company different – their use of 100% American grown, locally sourced flowers. They only use flower varieties that are in season, offering only one bouquet option for purchase each day, proving that less really can be more.

Both Forbes and Entrepreneur magazines say finding a unique niche should be a company’s top priority when creating a new business plan. Those same elements of a business plan should carry over to communications too. Use them to create your brand story.

• Build a Better Mousetrap – Why is your product or idea better than your competition?
• Unmet Needs – How does your product or idea offer a solution or improve your customers’ lives?
• Be Trendy – Watch what is new and exciting in your business category and build on it. Take it a step farther and make it better.
• Know what your competition is up to – Out-hustle and do things better.

Farmgirl Flowers capitalized on all of these categories, bucking tradition and building on the Buy Local and Farm-to-Table (Farm-to-Vase is their term) trends. Then they used those unique attributes to create their story.

At Axiom we search for ways to tell your brand story that go beyond traditional product placements. Showing how your product or ideas benefit your consumer–specifically how it can make their life better–can have much more impact and create a deeper emotional connection. It’s the story that can turn customers into advocates.