Growing Out of a Niche – The Cartoon Network and Syfy
An important principle of branding is starting by becoming the best you can be in a well defined niche. In starting a screenwriting career for instance, stop trying to be the best overall screenwriter in Hollywood, and focus on being the best writer of suspense thrillers or romantic comedies. It’s much easier to begin where there’s less competition. It’s the same for any field – start in a niche, be the best there, and then grow.
Two interesting recent examples on a corporate level are The Cartoon Network and The Science Fiction Channel.
The Cartoon Network started as a 24/7 cartoon channel. They established their brand in that very tight niche, and now, having won that battle, are growing. This year, they’ve announced that for the first time they’ll be producing live-action programming as well. The new “SyFy” brand represents something similar for that channel. Starting as a tight niche programming science fiction content, they’re now producing reality programming and reaching out into women’s programming.
Had those two channels started out producing every type of programming they would have been lost in a sea of cable channels.But once they established themselves as leaders of their niche, they built the recognition, perception, and brand power to grow beyond.
Whatever you start – a business, church, nonprofit, or even when it comes to your own personal career – consider being the best in the world at a tight niche as the first step.
Phil Cooke, PhD. has been called “one of the most innovative communicators of our generation.” As a media producer, writer, speaker, and consultant, his client list includes major film studios and TV networks as well as major Christian organizations like Voice of the Martyrs, The Museum of the Bible, The Salvation Army, and others. He’s also coached and consulted with many of the most influential churches and nonprofit organizations in the world, helping them use media to tell their story. You can hear his podcast here.
