Many companies think once they have a niche down, they have to stay in that lane forever. For example, tech companies think they have to only create tech products or food companies to only stick to food products. Last week Chipotle, a Mexican fast-food company, came out with its new clothesline, reminding us that a brand can span across a variety of products.
What I found helpful is that Chipotle has values that also serve as goals. Taken directly from their website, "Chipotle was born of the radical belief that there is a connection between how food is raised and prepared, and how it tastes. Real is better. Better for You, Better for People, Better for Our Planet. It may be the hard way to do things, but it's the right way." This means to me that they value craftsmanship, and their goal is to be environmentally friendly. Two ideas that can work together.
They create delicious food from locally sourced farms. By involving local businesses, they have built a sense of community and helped build their brand to the popularity it has today. With this popularity, they were able to create apparel made from organic cotton dyed with ink made from their left-over avocado pits. These new products not only meet their values and goals but act as advertisements to spread their message and brand.
In conclusion, after building loyal customers, consider what additional items or services you can add to the product or services you provide, even if they seem unrelated. If you can tie your goals and products, even better because your clients want to help with your mission.
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