Take Care of Your Niche, Marketing, and Culture - Standing Out is No Longer A Choice

Brand work for Centre NGO by Davidson Toussaint

Many don't realize that leading a business to success requires more than hard work; business leaders and executives need to understand new trends in their industry as many industries are changing faster than usual with the help of technology. According to experts, less than 50% of businesses make it past the first five years, while only one-third make it past the ten-year mark. A company might fail for many reasons, but the most common cause remains the lack of differentiation.

 In the previous section, "Building a Solid Brand," I invoked the necessity to be honest with your audience, an exercise that helps you to position yourself. However, you must stand out from your competitors to successfully keep this position or this number one spot.

For instance, I recently visited a tour operator's website in New York and saw the following message "We are specialized in all types of tours and satisfy any group of travelers." Over 250 million people travel to NY annually, which inevitably includes different types of travelers. 

Specific market segments are looking for a particular service; they want to know what kind of tour you are offering and how well you do it. The question you might be asking yourself now is; how do I stand out when there's so much competition in my industry?

 Any entrepreneur or business leader's goal is to stay in business but to achieve that, you need to attract and keep customers. Attracting and maintaining customers is not easy; However, if you can deliver extraordinary service, you take the first step to customer retention, which can ultimately contribute to your business's success.

 Narrow Your Niche: this is nothing new, but as a reminder, you need to deliver better service, and for you to do that, you need to understand your niche market. If you are trying to serve everyone, it will make it very difficult for you to reach your goal, and you will probably end up serving no one.

 Create Cause Marketing: Customers love it when companies give back through social causes to better their community. Many businesses get it now, which is why you see a growth in partnership between businesses and non-profits to address specific issues. A great example is how Nike collaborates with non-profits and individuals like Colin Kaepernick and Serena William to address some of the problems affecting minorities and women.

 Create a memorable culture: you probably heard this before; this company is one of the best places to work. About two years ago, I decided to subscribe to Harvard Business Review; they have a ton of materials about Management, business leadership, and the workplace. Several specialists from HBR confirm the positive impact of a memorable culture on customer delivery. The better the work environment, the better the customer service. A Memorable culture not only helps you attract the best talents but it was confirmed to be a powerful marketing tool. If you want your business to be successful, you should start thinking about what you can do to make your company a place people want to be every day.



 Your business's success will depend not only on the points mentioned above, as there are plenty of additional ways to achieve your business goals. However, business is not a finite game where there's a winner; It is infinite, and it keeps changing with time and new players. Your ability to adapt while staying authentic will determine your degree of success.