The Importance of Creating a Niche Market for your Brand

SAN DIEGO (Dec. 9, 2015) — With an abundance of hotels and endless options for restaurants, tour groups and other hospitality entities, it can be difficult to create a brand story that separates your company from the competition. Oster and Associates, a full-service marketing and branding firm, has a proven track record of helping clients mold a unique identity.

“There are many examples within the hospitality industry of companies creating an identity for themselves that attracts a certain type of customer,” said Karin Salas, Oster and Associates Vice President. “Depending on your company, creating a niche market can be a valuable strategy for attracting more business volume and creating a brand with longevity.” 

Hard Rock Cafe is one of the most well-known hospitality brands worldwide. The company is a brand that created a niche market and has thrived because of it. What began as a London cafe in 1971 has expanded to a network of 145 cafes, 21 hotels and 10 casinos throughout 59 countries, all with a rock-n-roll theme.

EVEN Hotels, a growing hotel brand, is also thriving because it created a niche market. Owned by International Hotels Group, the company focuses on customers’ health and wellness. Each room has an in-room fitness zone complete with cork flooring, a selection of personal exercise equipment and an exercise guide to give guests the tools they need to maintain an active lifestyle. Dining options feature healthy and fresh fare and are customizable for special diets such as gluten-free or vegetarian.

Companies outside of the hospitality industry create niche markets in order to stand out from the competition. In 2005, Organics Unlimited, an organic banana company, needed to differentiate itself from other commodity brands. Oster and Associates helped create a socially responsibility program for the company to position the brand as being different from its competitors. The GROW program serves as a way to give back to communities surrounding its banana farms, as well as provides a unique selling point that distinguishes the produce company from its competitors.

“Regardless of industry, when considering a niche market approach, it’s important to ask questions such as ‘Will this help us stand out from our competitors?’ and ‘Does this niche market fit into our overall company identity?’,” said Salas. “Creating a niche market can be helpful in getting customers to notice your particular brand, but there are considerations you must weigh concerning your company’s long-term identify and strategic plan.”

For more than 30 years, Oster and Associates has helped brands such as Big Bear Lake Resort Association, La Jolla Shores Hotel, Hindriks Global Bicycle Tours and Hotel Buena Vista Beach Resort in Los Cabos, Mexico, stand out from the competition by creating positive consumer perception.

For more information about Oster and Associates, please visit, call 619-906-5540 or follow them on Twitter @OsterAds.

About Oster and Associates

Founded in 1986, Oster and Associates is a full-service branding and public relations agency with local and national clients in the accounting, agriculture, engineering, hospitality, landscaping, nonprofit, planning, produce and travel industries. For more information on Oster and Associates, visit, call 619-906-5540 or follow them on Twitter @OsterAds.

# # #

Skip to content