Turning the Niche Dial

There’s a doughnut shop in Portland with the tagline: “Doughnuts for grownups.” I walked in and saw there wasn’t anything that made it adult; I expected to see alcohol and CBD doughnuts. But they were regular delicious looking treats for all. It was simply branding to a niche audience.

Beeline Coffee is another perfect example. Coffee for gearheads. Sure, anyone can buy it, but if you’re not into cars then it isn’t for you.

These two brands are successful by niching down slightly. The coffee isn’t marketed to only Porsche drivers. That would be too narrow. By turning the niche dial slightly it opens the brand up to enough people, but serves a target audience first.

For your brand, who is the first target audience you can serve? New moms that live in Rhode Island? College students in Alaska? It sounds simple but difficult in practice because it takes commitment. You cannot pivot to another audience, you must serve them proudly and consistently.

It’s time to turn the dial.

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