How to Build Brand Awareness for a Niche Business New businesses with a niche and/or unconventional product or service have special challenges in marketing and PR. Key techniques to boost brand awareness for them.

There's a particular challenge associated with being an industry pioneer; you have to create awareness of a problem as well as its remedy. In some cases you're filling in a well-known gap with an easily understood solution. In others, your product or service is more subtle, and perhaps, at best, discussed by a few confused pundits.

Let's say you're facing the latter situation, or have not reached the point where the media is even beginning to discuss your company. As the founder and president of an innovative healthtech business, I know this challenge all too well. Here are a few tried and tested strategies I have employed to boost brand awareness for an innovative new enterprise.

Know Your Industry, and Be Known for Knowing It