A Niche is something that exists outside of you - it is a group of people that you want to work with.
Not all entrepreneurs need a niche. However, you may already have a niche and not know it! My guess is that you work with folks who speak your same language, are probably older than age 18, able to afford your services and perhaps live nearby you. This is an example of a very broad niche!
Many personal service providers (e.g., coaches, consultants, therapists, body workers) will benefit from a well-defined niche since it allows them to focus their time, attention and energy on attracting a specific type of client.
Examples of niches include: teenagers, divorced mothers, people in the entertainment industry, biotech companies, recovering addicts, people interested in spiritual growth, high achievers in their 40s, outdoor active individuals, people coping with loss, senior IT management.
See how these descriptions are about people that are external to you?The folks in a niche may be totally unaware that they are in a certain niche. Do you also see how you might design and describe your services differently depending on who you are talking to? For example, talking about your services to a teenager vs. a CEO of a bio-tech company would be two very different conversations.
It's important to know what niche you want to focus on so you can tailor your services, your materials, your words and your energy to effectively address the needs of your target group. You'll learn more about niches, and determine potential niches for you, in the class Claiming Your Niche 1 & 2.
A Brand is all about you - the service provider.
Contrary to popular belief, brands are not about logos or taglines or snappy jingles. Instead, brands are about how you show up in the world - the impression you leave on others, the "memory" of you that you leave in their minds. Brands have a big impact on our ability to connect with customers and clients, and on their ability to remember us.
We are surrounded by product brands everyday. When you think of Volvo cars, what words come to your mind? (perhaps safety, family, expensive, status). This is an example of a product brand that companies spend millions of dollars to create.
As individuals, we each have personal brands. Everyone has a natural brand but we are often unconscious of it. What words would you use to describe your best friend? Your answer is an example of a natural brand, in this case your best friend's personal brand from your perspective.
Recognizing and refining your brand is critical to giving a clear, consistent message to your potential clients and customers. If you are confused about your brand, or unconscious about it, chances are high that your potential clients are even more confused! You'll learn more about personal brands, and begin refining your personal brand, in the Crafting Your Unique Brand class.
copyright 2006 Business Catalyst Institute