Every year as summer fades into fall and the green leaves give way to vibrant hues of burnt oranges, golden yellows, and rustic reds, a sense of anticipation begins to stir among the staff. It’s as if an imaginary current of electricity is suddenly flowing throughout the building. What is it that makes the staff buzz with such excitement? Is it the scent of pumpkin spice latte that wafts through the morning meetings? Perhaps. The buzz and the pumpkin spice can only mean one thing: it’s October. And October means that it’s Halloween!
Halloween is a big deal at The Wendt Agency. H-U-G-E. Once the office calendars flip to October, all friendly discussions of Halloween activities take on a surprisingly scheming nature. A Halloween Hooligans committee is enthusiastically appointed to plan a day of fun and games. Water cooler chit-chat suddenly becomes guarded as fellow employees slyly prod each other into giving away super-secret costume designs — for a good reason. The best costume winner not only gets supreme bragging rights for one year, but they also win a much-coveted extra paid day off.
Don’t get us wrong. We love all the holidays — but for us, Halloween is special. It’s a growing piece of our story that displays who we are, explains our culture, reveals our authenticity, and allows us to lean into our niche. Part of our niche is that we are the longest-established Montana advertising agency (a proven legacy that spans decades), but we also have a brand and culture that is creative, dynamic, and one that celebrates to the fullest.
Consumers embrace brands that align with their values. In a world full of competing brands and messaging, it is more important than ever for companies to hold tight to their uniqueness and the special stories that set them apart. Doing this helps consumers find their tribe — it helps them find your brand. So, when it comes to our culture and transforming our office every year during Halloween — it matters to us, and we lean into it.
THREE EASY STEPS BUSINESSES CAN TAKE TO LEAN INTO THEIR NICHE:
- Be your true self! Authenticity makes your business relatable.
- Tell your tale. Conveying your story reveals the culture behind the product.
- Define your values. (We did, you can read about it here.) Identifying values helps inform decisions and sets intentions.
When you zero in on your niche, consumers who are drawn to your brand because they found something that resounds with their values, in turn, become ambassadors for your brand. These advocates become more than just customers, and help your brand grow beyond the circle of your niche.
