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.
小众品牌在建立群体方面具有无与伦比的优势。与有很多股东的大公司不同的是，一个专注的企业家致力于围绕一个紧凑的共同话题来建立群体。
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.
大规模的制造商需要吸引不同兴趣不同类型的客户，而小众品牌就可以专注于做一件它所擅长的事。
Here are five ways your brand canleverage this strength to build a massive community.
Related:How Niche Players
Can Compete Against Big Brands
这里有五种方式让你的品牌可以利用这种优势来建立一个广泛的群体。
相关文章：小众玩家如何与大品牌竞争
1. Personality
1.个性
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.
新企业家的一个大错误就是采取了一个冷淡和偏离消费者的企业个性。将个性注入品牌是一种吸引客户和那些不仅支持你的企业同时也会成为品牌传播者的方法之一。
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.
我们以Wrecords的猴子为例，这个品牌背后的艺术家小时候的昵称是猴子，他将对滑冰文化以及工业环境的兴趣融合到同名的乙烯首饰中。或许你会认为这种小众的兴趣将会影响公司的发展，然而它却产生了相反的影响。是著名的音乐公司像华纳兄弟，索尼和环球的最爱，猴子的粉丝们在支持了他们的零售运作的同时也支持了一个成功的私人标签业务。
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.
当你与自己的群体互动时，想一些可以让你的品牌个性出彩的方法。思考一下你的品牌信息以及你将提供的东西。将含义融入所有信息中，包括从网站上使用的图像到介绍页面所分享的叙述。
2. Comfort
2.舒适
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.
你的群体只有在他们感到被欢迎以及被企业支持时才会得到发展。之前做酒保，后来成为Shag公司创始人的Brooklyn Samantha Bard更是深谙于此。她的业务部分是性用品商店，部分是画廊。在酒吧里获得的经验让Bard邀请人们不仅来浏览她的商品，还会举行一些会谈。他们会交谈一些关于人际关系，亲密关系甚至午餐吃什么这些话题。
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.
无论你是调酒或者销售性玩具，你的品牌可以通过打造一个友好，非审判和值得信赖的环境来建立群体。特别是在社会媒体上，很容易就加入一个感觉像诙谐玩笑的会话。避免使用让人们感觉不受欢迎或者遭排挤的语言非常重要的。
3. Uncompromisingstandards
3.严格的标准
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.
通过设定较高的标准，你的企业可以吸引志同道合的爱好者群体。至少这是Mellow Pages公司创始人Matt Nelson所认识到的。与高端的书籍寄售商店一样，Mellow Pages并不会接受你的夏日阅读。
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.
虽然它试图去尝试为所有人做些事情，但你的企业为你的群体设定基调，为通过共同兴趣而团结在一起的客户提供庇护和聚焦点。
Related:How
Ethnic Brands Grow Beyond Their Niche
4. Sensory experience
4.感官体验
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.
一旦你进入巧克力工厂Fine & Raw，你就不愿意离开。执行官Daniel Sklaar建立了这个工厂，让你在品尝混合饮料或吃巧克力的时候就可以清晰的看到巧克力的生产过程。你的周围弥漫着巧克力的香味而且你能够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.
即使小型企业在网上营销也可以通过调用结构或者选择可以创造身临其境感觉的图像来增加感官体验。
5. Co-creation
5、共同创造
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.
你想到群体时，你首先很容易就会想到你要引入到品牌中的消费者。但就像Nite Brite Neon Studio创始人Matt Dilling表明的那样，你可以将企业当做一个智囊团来发展。Dilling的一些最为人称道的项目都来自于客户设计的挑战，包括一个“不可能”实现的黑色霓虹灯安装。
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.
换句话说，其他企业所有者和顾客能够成为合作者，他们可以推动你开展更高水平的工作，迎接新的挑战并在发展的道路上捍卫你的业务。从这一战略滋生的特殊项目吸引了更多的客户，一步一步的建立了你自己的群体。
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.
很明显的是，你的企业不应该急于吸纳所有这些元素。相反，选择其中与你的优势以及客户基础需求最匹配的一个，并一步一个脚印地去放大它。
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