This week's topic is definitely one that is very relevant to a lot of brands, which is branding a micro-niche. This will be especially relevant if you are in B2B or tech or something similar. In the case of a micro niche, your audience is hyper-targeted and much smaller in size. This can make designing your branding and marketing more difficult than it would be for larger niches that have thousands or hundreds of thousands in their potential market. Today’s guest is going to show us how she has taken her experience in branding and marketing large B2C companies and applied it to a B2B micro niche.
Melissa LuVisi, the Chief Strategy Officer at tab32. tab32 is the leading innovator of dental practice management technology.
Listen in to learn:
[2:19] What has been Melissa's interesting career journey?
[4:05] What does a strategy office do?
[5:12] How did Melissa transition from larger niches into the micro-niche of dental practitioners?
[7:48] How do you build a following for a micro-niche?
[9:48] What has been her strategy behind the frequent rebranding?
[12:27] Where did Melissa first start when she started branding a micro-niche?
[17:07] What is the difference between marketing a large B2C niche and a B2B micro-niche?
[19:40] What does Melissa believe is the next thing that companies should lean into to get their brand out there?
[23:51] What are some things that bigger companies might learn from smaller ones and smaller companies could learn from the bigger ones about branding?
[26:47] What can B2C and niche B2B learn from each other as well?
Find Melissa here:
Newsweek's Expert Forum
Instagram
Twitter
Our community #ChatAboutBrand Twitter chat discussion featured some great insights on Micro-Niches as well!
I'd love to hear your responses to this week's questions (indicate which one you're responding to by beginning with A1, A2, etc.):
Q1. Why do “un-sexy” industries need brands, too?
If you want to do business... you need a brand. People need to be able to describe a business as well as they can describe a friend: their appearance, their humor, their tone. That's a brand. You have one whether you intend it or not--so make it a great one! - Amy Knightley
Everyone needs a brand, even if it's in an industry that doesn't necessarily value brand. You never know when something will happen and they'll need a brand to fall back on. Assuming tomorrow will be like today is a fast way to obsolescence. - Jim MacLeod
I don't think there is such a thing as "un-sexy brands." It's simply a matter of finding the audience who believes your niche and brand is "sexy." And that's the heart of branding--being able to attract your ideal audience and repel those who aren't. - Kathryn McClatchy
To distinguish themselves from their competition. Even if an industry is “un-sexy,” niche consumers are still interested in finding the best match - Danielle Oberdier
Some unsexy purchases are made everysingleday like TP or coffee, where a strong brand is the best chance to penetrate buyer routine. In contrast, on life's big, ugly purchases (think: furnace), brand helps you compete on more than bottom-pricing. - Kayla Naab
Q2. What are some core elements a more utilitarian brand might need to communicate?
All brands should be a utility! They can only inspire and connect and transform etc. IF they have the mechanics that matter, which are: Audience Insights; Purpose, Mission, Promise etc.; Unique Position & Message; Touchpoints/Channels; Voice/Tone - Kayla Naab
All brands, even those like TP and furnaces, need to show social proof, that they do the job well and are reliable, that they are ethical, that they value their customers and serve them and their employees well, and that they are competitive in their market. - Kathryn McClatchy
Value. If a utilitarian brand can communicate that it provides value because its focused on the customer, this will help customers feel better about this purchase and the next. - Jim MacLeod
Communicate your mission, vision, and purpose - it's not complicated. Let people know who you are. - Kathryn Lang
Q3. How do you build a following for a micro-niche, industry-specific type of brand?
The same as any other niche/brand. Start with identifying the ideal audience and their needs and expectations. Get clear on your purpose, why, and what you offer. Then use the best platforms and channels to communicate all that with your ICA. - Kathryn McClatchy
Such a great question! This takes a LOT of engaging -- joining relevant FB groups and commenting, getting on LI and joining convos and adding value... JOINING TWITTER CHATSSS... - Jen Cole, Greteman Group
Finding where the audience migrates to, listen and engage authentically. Use that information to figure our how to best serve them. - Bonnie Wilson
Lots of community work and willingness to research those niches to true understand the audience and what matters to them. - Morgan Andersen
For these brands, I worry less about building a following, and care more about building a pipeline of awareness, interest, and intent. Unlike Coca Cola and Kim K., mass appeal isn't our goal here -- so its targeted messaging, borrowed audiences, longform. - Kayla Naab
I'm still convinced the way to build a following is to have fun, make friends, and find ways to be relentlessly helpful. - Kathryn Lang
Q4. What is the difference between marketing a large B2C niche brand and a B2B micro-niche brand?
B2c for a large brand is like throwing a net into the ocean to fish. B2b niche is more like fishing with a pole in a small pond. If that makes any sense. The needs and technique are so different. - Bonnie Wilson
There can be a number of things that are different.... Do they have to tiptoe around legislation as a micro-niche B2B? As a large B2C, it makes sense to be on almost every social platform... but not necessarily micro-niche B2B...etc - Jen Cole, Greteman Group
Large, B2C brands have room to play. The job is simply to remind happy buyers to buy more, encourage shares, get influence, go viral, acquire loyalty. But B2B niche brands need methodical business outcomes and collective approvals and repeatable processes. - Kayla Naab
Q5. What can B2C brands and niche B2B brands learn from each other?
Things like design and voice give an indication to the consumer that if a company is willing to spend on that, it must be spending to make a quality product...It's about perception. Years ago I was in charge of graphics & presentations at the partner conference of a company I had just joined. A Sr. Director gave me a big hug and said, "people will look at our company differently because of the work you're doing." - Jim MacLeod
B2C brands can look to B2B niche for that reproducible, optimized, process driven success. B2B brands can borrow event marketing, and splashy colors and photos, storytelling, etc. from the big B2C guys. We can all practice social responsibility together. - Kayla Naab
All the different approaches to listen, talk and learn. We all go about this differently. - Bonnie Wilson
They're both talking to people. - Kaz
Q6. What are some things that bigger companies might learn from smaller ones and smaller companies could learn from the bigger ones about branding?
Target customers that really love your product. - Cindy Peña
Q7. Have you seen any niche brands doing really innovative things? Share!
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