// SPECIALISATION - WHAT'S YOUR NICHE?//
In my career I have come across a lot of businesses large and small that try to be everything to everyone. They get so caught up in trying to be good at a multitude of things that they miss the mark and end up diluting their brand and confusing their target markets.
I believe that you can be far more successful if you focus on a niche and become an expert in it. Don't get me wrong there is nothing wrong with having more than one offering as long as you can manage it from a branding and positioning perspective.
When it comes down to it, your customers want to know that you understand their wants and needs and that you can do what you say you can. The internet and social media is full of companies or people that "specialise" and often that is what the customer is looking for - a specialist in a product or service offering.
Focus on what you are good at. Truly understand what makes your customers tick - what is it that they are trying to achieve and how can you help them achieve it? Incorporate this as a consistent theme in your messaging and position your brand as the best qualified to meet their needs.
In the end the added pressure of trying to be everything to everyone will eventually catch up with you and either uncover your weaknesses or send the wrong message to the right people and eventually damage your brand.