28 Feb 2018

Differentiate Yourself From Your Competitors

When narrowing down to a niche it can be tricky for any company. Now only are there niches in terms of target market to pick from, but there is also a niche for the products/services the company offers. It is important to understand the process on how to make strategic decisions on how to differentiate your company. Where do you start?

To begin, a company must recognize its own niche/purpose on a broad scale before narrowing down to niche customers. As a company, your interests and passions should already be identified. You typically want to offer a unique product or services that meets needs of customers that have previously been unmet or are lackluster. Once you determine that aspect, it is important to confirm that this product or service is economically feasible, and you can do this through market research. It is important to evaluate potential competitors and determine whom they are targeting with their marketing efforts in addition to surveying potential customers to ensure your business is desirable and viable. It has to be noted that you as a business cannot be all things to all people. In order to stay competitive, you must identify smaller segments of the population to target your marketing efforts to be more effective and have those segments become your niche market where your business is the dominate player. A target market is a key success factor to all businesses and more often than not, the narrower these segments are the more effective your company can be at reaching them. “Niches don’t just fall into your lap; they are carefully crafted.”

All of the strategy behind determining your niche for your business – what you do best – and the niche market you plan to target needs to have a long-term focus. This strategy can evolve over time to ensure success and should be tested and evaluated periodically. This tricky process is something that is easily done with the assistance of a Marketing Agency who is well versed in Marketing Strategy, Brand Differentiation, and Niche Markets.


Adam is a graduate of Colorado State University (bachelor’s degree in marketing), and he has experience on both the client and agency side of the marketing world. These experiences led him to come up with a unique, more efficient business model, which he’s incorporated into Encite Marketing. Adam sets the strategic direction for all Encite projects, developing integrated marketing campaigns that bring results. He takes a consultative approach with clients, educating them about how the process works, and keeping them in the loop about end goals, steps, and tasks.