I am a bit of a theater nerd.
Big surprise, right? (I mean, have you seen my Facebok live videos?)
I’m always looking for parallels between the things I love — from surfing to Broadway. Lately, Roxie Hart’s self-titled song from the musical Chicago has been on my mind.
I’m gonna be a celebrity, that means somebody everyone knows…
they’re gonna recognize my eyes, my hair, my teeth, my boobs, my nose…
Being brand makes you a celebrity in your own right.
While we are on the theme of music, Miranda Lambert sings a song called Everybody Dies Famous in a Small Town. The premise is in a small town, everyone knows your name and gets in your business.
The entire purpose of branding is to leave a legacy and to leave a legacy, the name on everybody’s lips has to be yours.
Well, not exactly the name on EVERYBODY’S LIPS.
One of the most important pieces of branding is carving out a niche for yourself. The smaller the community, the easier it is for you to become known and therefore famous.
So let’s talk niche today.
Thus far in my entrepreneurial career, I have only attracted entrepreneurs who are up to life-changing, world-changing work. They are taking on difficult conversations about sex, money, confident and body image. They are opening restaurants concerned with feeding people REAL food, when the industry norm is to feed people whatever is the cheapest.
I want to change the way spitfire entrepreneurs do biz and brand. So naturally I attract spitfire entrepreneurs.
The PROBLEM with people who are up to such WILD work is that they always want to share their talents with everyone.
Honestly, it’s a good problem to have.
But when it comes time for the Kiss Me Creative team to write brand and marketing strategy for our clients, we always ask the question “who do you serve?”
95% of the time the answer is, “well, I can serve anyone.”
And you can, but …. you can’t really.
We live in a noisy world and there are certainly other people doing something similar to what you’re doing. They may not be doing it the way you’re doing and they certainly don’t have your charm and intellect. But they are competing for a piece of the same pie.
By choosing a niche, you put the kibosh on the competition.
I am an example of this. In early 2013, I left my corporate job to start a boutique branding agency. I had a decade of marketing experience, I had spent three years working in design and managing something like 20 different brands under the same umbrella.
I had the experience.
But more importantly, I had the understanding of how individual entrepreneurs could use these same principles of branding to get to a place where people know who they are.
I also had the understanding that the smaller the community, the faster the fame comes.
And the faster the fame comes, the sooner you can make a difference.
So when I founded my first company, I started REALLY niche. I was deeply connected to the yoga community—not only in my area, but I had yoga teacher friends across the country. And I saw a deep need for yoga teachers to do biz and brand better if they ever intended to make a reasonable living.
I found ONE tiny community that I connected with and who I knew also connected with me and I founded an ENTIRE business on that.
It worked. I built trust quickly. And I built a business from 0 to six figures in less than two years.
Eventually, through word of mouth and a growing online community there was a demand for me to venture out of that “yoga and wellness” space- that’s how Kiss Me Creative was born.
But that’s a story for another post—coming soon!
Let’s talk about carving out that niche community.
Step 1: Examine who you already attract.
There’s a lot to be said for that which comes naturally. Who you are has a certain appeal to people and you will work with a lot more ease if you embrace who you are and make an effort to understand why it appeals to YOUR people.
Step 2: Identify their similarities & stalk them
For some of us the similarities are glaringly obvious — like, everyone who is attracted to me is a yoga teacher. For others it’s a little more difficult. Some of the questions I ask my clients to answer on behalf of their ideal clients are:
- What are their values?
- What really pisses them off?
- What do they do on Friday night?
- Where are they on Sunday morning?
There’s a lot you can assume by just looking at the people around you who you attract. But if you’re at a loss, do a little stalking. Sounds creepy, but it’s ridiculously effective. Meander on over to their Facebook page and see what pages they like and what their friends are saying to them or about them.
It’s all very telling. Plus, you get to use research as an excuse to be on Facebook.
Step 3: Show up as the parts of yourself that are most attractive to YOUR people.
Branding is actively influencing people’s perception of us. Human beings are dynamic and inconsistent. But once you know what attracts your ideal client to you, you NEED to consistently put on a show for them, making yourself even more attractive.