Niche brands have an unfair advantage inbuilding community. Unlike large companies with many stakeholders, a focusedentrepreneur has a leg up in building community by virtue of their common bondaround a narrow topic.
小眾品牌在建立群體方面具有無與倫比的優(yōu)勢。與有很多股東的大公司不同的是统锤，一個專注的企業(yè)家致力于圍繞一個緊湊的共同話題來建立群體您宪。
A mass manufacturer will need to appealto many different types of customers with varied interests, where a nichecompany can focus on doing the one thing it excels in.
大規(guī)模的制造商需要吸引不同興趣不同類型的客戶辜羊，而小眾品牌就可以專注于做一件它所擅長的事苍鲜。
Here are five ways your brand canleverage this strength to build a massive community.
Related:How?Niche?Players
Can Compete Against Big?Brands
這里有五種方式讓你的品牌可以利用這種優(yōu)勢來建立一個廣泛的群體琼富。
相關文章：小眾玩家如何與大品牌競爭
1. Personality
1.個性
One of the biggest mistakes new
entrepreneurs make is to adopt a corporate personality that’s cold or detached.
The ability toinfuse your brand with
personalityis one of the ways you can attract clientsand customers who will not only support your business but also become brandevangelists.
新企業(yè)家的一個大錯誤就是采取了一個冷淡和偏離消費者的企業(yè)個性侠坎。將個性注入品牌是一種吸引客戶和那些不僅支持你的企業(yè)同時也會成為品牌傳播者的方法之一。
Take Wrecords by Monkey. The artistbehind the brand, who goes by the childhood nickname of Monkey, has fused hisinterests in skater culture and industrial environments into an eponymous lineof vinyl jewelry. While you might expect these niche interests to limit thecompany’s growth, it’s had the opposite effect. A favorite of music companieslike Warner Brothers, Sony and Universal, Monkey’s fans have supported asuccessful private labeling business in addition to their retail operation.
我們以Wrecords的猴子為例据途，這個品牌背后的藝術家小時候的昵稱是猴子，他將對滑冰文化以及工業(yè)環(huán)境的興趣融合到同名的乙烯首飾中叙甸∮币剑或許你會認為這種小眾的興趣將會影響公司的發(fā)展，然而它卻產(chǎn)生了相反的影響蚁署。是著名的音樂公司像華納兄弟便脊，索尼和環(huán)球的最愛，猴子的粉絲們在支持了他們的零售運作的同時也支持了一個成功的私人標簽業(yè)務。
As you’re interacting with yourcommunity, think of ways to let your brand’s personality shine through. Thinkabout your brand message and what you have to offer. Infuse meaning intoeverything from the images you use on your website to the narrative you shareon your about page.
當你與自己的群體互動時哪痰，想一些可以讓你的品牌個性出彩的方法遂赠。思考一下你的品牌信息以及你將提供的東西。將含義融入所有信息中晌杰，包括從網(wǎng)站上使用的圖像到介紹頁面所分享的敘述跷睦。
2. Comfort
2.舒適
Your community can only grow if they feelwelcomed and supported by your business. Former bartender and founder of ShagBrooklyn Samantha Bard knows this better than most. Her business is part sexshop, part gallery. Drawing from her experience behind the bar, Bard invitespeople not just to browse her merchandise but also to strike up a conversation.They might chat about relationships, intimacy or even what they are for lunch.
你的群體只有在他們感到被歡迎以及被企業(yè)支持時才會得到發(fā)展。之前做酒保肋演，后來成為Shag公司創(chuàng)始人的Brooklyn Samantha Bard更是深諳于此抑诸。她的業(yè)務部分是性用品商店，部分是畫廊爹殊。在酒吧里獲得的經(jīng)驗讓Bard邀請人們不僅來瀏覽她的商品蜕乡，還會舉行一些會談。他們會交談一些關于人際關系梗夸，親密關系甚至午餐吃什么這些話題层玲。
Whether you’re mixing a drink or sellingsex toys, your brand can build community by building an environment that’sfriendly, non-judgmental and trustworthy.?Especially on social media,where it’s easy to jump into a conversation with what feels like a witty joke,it’s important to avoid using language that might make people feel unwelcome orexcluded.
無論你是調(diào)酒或者銷售性玩具，你的品牌可以通過打造一個友好反症，非審判和值得信賴的環(huán)境來建立群體辛块。特別是在社會媒體上，很容易就加入一個感覺像詼諧玩笑的會話铅碍。避免使用讓人們感覺不受歡迎或者遭排擠的語言非常重要的润绵。
3. Uncompromisingstandards
3.嚴格的標準
Bysetting high standards, yourbusiness can attract a community of like-minded aficionados. At least that’swhat Matt Nelson, founder of Mellow Pages, learned. Like a high-end consignmentstore for books, Mellow Pages won’t accept your summer reads.
通過設定較高的標準，你的企業(yè)可以吸引志同道合的愛好者群體胞谈。至少這是Mellow Pages公司創(chuàng)始人Matt Nelson所認識到的尘盼。與高端的書籍寄售商店一樣，Mellow Pages并不會接受你的夏日閱讀烦绳。
While it might be tempting to try tocreate something for everyone, your business can set the tone for yourcommunity, offering a refuge and gathering point for customers united by commoninterests.
雖然它試圖去嘗試為所有人做些事情悔叽，但你的企業(yè)為你的群體設定基調(diào)，為通過共同興趣而團結(jié)在一起的客戶提供庇護和聚焦點爵嗅。
Related:How
Ethnic?Brands?Grow Beyond Their?Niche
4. Sensory experience
4.感官體驗
Once you enter the chocolate factory Fine& Raw, you may never leave. Chef Daniel Sklaar has set up the factory sothat you can see how the chocolate is being made, as you sit down to sip ashake or eat a chocolate. You’re surrounded with the scent of chocolate and cansee the products being made.
一旦你進入巧克力工廠Fine & Raw娇澎，你就不愿意離開。執(zhí)行官Daniel Sklaar建立了這個工廠睹晒，讓你在品嘗混合飲料或吃巧克力的時候就可以清晰的看到巧克力的生產(chǎn)過程趟庄。你的周圍彌漫著巧克力的香味而且你能夠看到巧克力是如何制作的。
Even a small business marketing itselfonline can engage the senses by invoking texture or selecting images thatcreate an immersive experience.
即使小型企業(yè)在網(wǎng)上營銷也可以通過調(diào)用結(jié)構或者選擇可以創(chuàng)造身臨其境感覺的圖像來增加感官體驗伪很。
5. Co-creation
5戚啥、共同創(chuàng)造
When you think community, it’s easy to
think first of consumers you’d like to draw into your brand. But as Matt
Dilling, the founder of Nite Brite Neon Studio, demonstrates,you
can grow by treating your business as a think tank. Some ofDilling’s most lauded projects have come about because of design challengespresented by clients, including an “impossible” black neon installation.
你想到群體時，你首先很容易就會想到你要引入到品牌中的消費者锉试。但就像Nite Brite Neon Studio創(chuàng)始人Matt Dilling表明的那樣猫十，你可以將企業(yè)當做一個智囊團來發(fā)展。Dilling的一些最為人稱道的項目都來自于客戶設計的挑戰(zhàn)，包括一個“不可能”實現(xiàn)的黑色霓虹燈安裝拖云。
In other words, other business owners andclients can become collaborators, who push you to create high-level work, takeon new challenges and champion your business along theway. The unique projects born from this strategy attract yet moreclients,building your
community brick by brick.
換句話說贷笛，其他企業(yè)所有者和顧客能夠成為合作者，他們可以推動你開展更高水平的工作宙项，迎接新的挑戰(zhàn)并在發(fā)展的道路上捍衛(wèi)你的業(yè)務乏苦。從這一戰(zhàn)略滋生的特殊項目吸引了更多的客戶，一步一步的建立了你自己的群體尤筐。
Clearly, your business shouldn’t rush toincorporate all of these elements tomorrow. Instead, select the one that feelsmost aligned with your strengths and the needs of your customer base and takeone step toward amplifying it.
很明顯的是汇荐，你的企業(yè)不應該急于吸納所有這些元素。相反盆繁，選擇其中與你的優(yōu)勢以及客戶基礎需求最匹配的一個掀淘，并一步一個腳印地去放大它。
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