Don't Need a Candle Business NICHE... You Need a THEME (Handmade Business Tips)

[@alejandraflores7370]

YES! I stopped thinking about my niche and more on the theme of my brand! It helped me focus on my branding to help market it out. Loving these FIRE videos!

[@BlackTieBarn]

Thanks Alex!

[@DHN_Crypto]

First off. Subbed because i finally found another Wade on YT😂. Second, this made a lot of sense. Theme down, not niche down. Allows you to stay more broad, but stay on topic

[@BlackTieBarn]

Agreed! And thank you!

[@dudecandle]

Just got home and saw the KZbin notification about your new video. Was so excited for this topic and I think it’s so important for candle makers. Great examples and thanks for the shout out!

[@BlackTieBarn]

Absolutely. We agree 100%

[@BeckiStrong-wd1rd]

Hey Dude Candle, LOVE your whole brand & vibe…so fun!

[@magnariss]

You talking to me? 😁 Always soaking up the knowledge! Thanks again for the great videos. Every bit of knowledge helps! Take care 👍

[@BlackTieBarn]

🤣👍

[@GrantonManorHaunt]

Yes. This! Also, passion. Passion about what you offer/do and the WHY behind it will give your target audience confidence.

[@BlackTieBarn]

💯

[@jillgross6232]

One of the very best branding videos I've seen in awhile!😊 Honest! It took me a few years of business before I nailed it down for my skincare business. The term 'natural" in skincare is broad, in fact huge! Is everything I use 'natural " that totally depends on your idea of "natural". So, this video kind of made me smile quietly to myself. People tend to figure out their niche and theme over time and practice. I "rebranded" a year ago because I changed bottles and labels. As you grow, and learn so does your business. ❤❤❤

[@BlackTieBarn]

💯 businesses change. So can be branding if needed.

[@rachaelg.4804]

I think the reference to PF Candle was good. I struggle with a niche or even who my target audience is... I think my branding is consistent tho so I believe that's similar to a theme. The feel is bright and airy and classy. But I can't pinpoint it down to a niche per say. I liked all your baseball references! I think that's what it was lol Try building that one!!

[@BlackTieBarn]

Ha! Thanks Rachael!

[@karenbrightbill-tl7jt]

Thanks Wade. I'm in the VERY beginning of the candle process and this info is so helpful.

[@BlackTieBarn]

Wonderful!

[@HomeFiresCandleCo.]

Thanks for the 🔥 video! Niching down too hard can leave you limited. I love the distinction between theme and niche that you made. You can have a theme and then take several specifics from that theme and make them into different candle lines under the umbrella of your theme. It's likely someone interested in your theme will also like a lot of the niche lines that follow. Nice work Wade!

[@BlackTieBarn]

Yes Alyssa... exactly. Theme let's you target a segment without limiting your products! 😀

[@autumnreeve8301]

i’m currently brainstorming brand ideas while testing different scents and waxes, this is by far the best niche/theme video i’ve watched… and i’ve seen A LOT. love your videos, keep up the great work and being AMAZING! haha😂

[@BlackTieBarn]

Haha. Thanks so much Autumn!

[@maryndalassas]

I totally agree!! I love the theme idea WAY better. Thank you!

[@BlackTieBarn]

Glad it was helpful!

[@pamb4252]

how about doing a theme around the rat pack? Or Jimmy Stewart movies or classic Christmas movies? OK I am done showing my age now. How fun. Thanks for another great video. My brain is getting tired.

[@BlackTieBarn]

🤣

[@dovedarby]

Such a great video and very helpful as I build on my theme. Seeing you build upon the "sideline players" theme would be fun to watch!

[@BlackTieBarn]

Great suggestion!

[@edz510montes]

Thank you for sharing your knowledge❤❤

[@candlewhisperer]

Great tutorial Wade Thomas!!! I have had difficult creating an niche. I want everyone to be interested in my candles!!! But the advice about creating a theme based niche seems definitely easier to do. Thank you so much for your selfless information. You could keep how you have became successful with your candles to yourself but you choose to share. I appreciate you!! How about buildings or dwellings?

[@BlackTieBarn]

❤️❤️👍

[@moebrown4488]

💪🏾💪🏾💪🏾thanks for helping still in the process of brainstorming!!

[@sallyclark2156]

Thanks Wade as a candle making newbie this has been informative

[@BlackTieBarn]

You're welcome :)

[@nancykelly9712]

Interesting concept! My logo and slogan are pretty broad to keep it inclusive to include more people. I'd love to see some ideas you come up with though. I hate that 'niche-up' phrase too but I get what you mean. I was always concerned about narrowing the focus though. Much like those book themed candles, I wouldn't gift any of those to non-book lovers for example. To me that would appeal to a smaller audience.

[@BlackTieBarn]

I know what you mean.... but it's actually usually the opposite. Narrowing focus is what gets you customers and sales. You have a specific target customer market. People buy brands and stories snd concepts these days. They can get products anywhere. This is why big box stores lose market share every year

[@craftthatbykat]

You've given me a ton to think about. I do a miniature/1:6 scale channel here on youtube, but don't do products or services...yet. Not sure if I could or even want to. I am considering some downloadable products...now comes the hard but interesting part of trying to come up with a good theme for this. Thanks for giving me so much to think about! I too hate the n-- d--- words. LOL.

[@DJQ13]

Another great video, I've only just recently come across your videos (and started my candle making journey) and I have to say I love the way you present your information. You get a lot of valuable information across in a pleasant (often humourous), conversational manner that makes for easy listening; and in my case easy absorption. I found today's video really useful as I am in the early stages of planning out my candles to add to my gift store on Etsy. It's given me a lot to think about. I also wanted to add that I think it would be a lot of fun to watch you build a theme around a niche. Just a couple random ideas - The County Fair, Travels Abroad? I don't know, just a couple that came to mind that could be different. Anyway, thanks again for another informative video :)

[@BlackTieBarn]

Thank you very much for the kind and detailed feedback. I really appreciate it and glad you are enjoying it. So thanks for joining the channel recently! Also thanks for the theme/niche ideas. Will add them to my list! :)

[@eileenoconnor1768]

This was a fascinating point you made and one that will be a challenge since I plan to add candles to my Etsy soap shop my name is a native American name but the soaps have a gift- wrapped style that does not even match the name of my shop. And I would love to have a brand theme.

[@BlackTieBarn]

❤️

[@PiranOfficial]

I follow Your advice and try to keep my branding cohesive. My brand's name translates to "home hearth" and I decided to keep it simple and "cozy" both with container and labeling. After months of testing I finally sold my first candles last week and I'm really hyped for the rest of the year, it's a very new journey for me :) I hope to send in some candles for Your critique one day, It will make for interesting review because here in Poland we have different supplies and manufacturers than those in USA. Have a nice day na dthanks for videos!

[@BlackTieBarn]

Thanks so much! And good luck to you

[@PiranOfficial]

@@BlackTieBarn Thanks!

[@elizabethschultz3260]

You absolutely continue to just BRING IT Wade!!!! Thanks so much for your videos, the ladies I teach at my local domestic violence/sexual violence shelter just love you because your videos are always very clear and informative!

[@BlackTieBarn]

Thanks so much Elizabeth

[@vickithompson1840]

Loved this video, so informative and inspiring.I am new to candle making and your experience and knowledge are really helping me move forward and believe that I can begin a candle business.thank you so much

[@bossfan8]

Thanks Wade, that's going to be such a help for me and so many others. I'll put my thinking cap on and try and think of a theme for your candles. You're right, it is the fun part..!! 🙂

[@BlackTieBarn]

❤️❤️💯

[@NaturalMackie]

Always providing sound advice. Thank you. I’ve yet to create a candle and would like something to do as a hobby. But who knows. ❤

[@BlackTieBarn]

That's how we all start. :)

[@brendabrantner4248]

Yes please! I'd love to see you put together a theme for cat lovers!

[@BlackTieBarn]

❤️

[@laurenmia333]

That is a great one!!

[@aurorasoaps9203]

I can see that being very popular! 🐈

[@evangelinacoach]

I love your videos! This one helped me a lot in understanding how to brand my candle business coming up in the near future. I’m an immigrant woman and the story behind my candles is missing my mom ☺️

[@BlackTieBarn]

❤️

[@melindaduncan3073]

I think that is why I haven’t started selling online yet. I’ve used several jars. Now I’m making my own jars and I love them. I have the talent but I’m not good at say, making labels or coming up with names. People love my products. I’m thinking about hiring someone.

[@BlackTieBarn]

Definitely worth a shot. Delegating can be very helpful

[@Freedom-xh2hc]

Another great video!! So much knowledge. Thank you. ❤️❤️❤️❤️

[@BlackTieBarn]

❤️😊

[@reikiwithjanice]

Love it! Great explanation of the differences and going into detail. I get such great info from watching your videos for my own business 👍

[@BlackTieBarn]

Great. Thanks so much Janice for the feedback!

[@bohomiimeditation]

Thanks for this 🙌🏾...one love

[@BlackTieBarn]

❤️

[@jordanhansen3716]

Oh wow. My candle line/theme I’ve been creating is based on books…i wasn’t aware of frostbeard. 😬😬😬 now I’m worried… great video though!

[@BlackTieBarn]

no need to be worried. Room for everyone. Again... that is why THEME is important, not just niche. Make your theme, concept, brand... different. :)

[@jordanhansen3716]

@@BlackTieBarn oh, it’s totally different! I have to remind myself of that mark Twain quote…there is no such thing as an original idea, just new curious combinations…something like that!

[@melindaduncan3073]

Wade, off topic, what type of mugs do you collect?

[@ManisteeCandle]

This is a GREAT video.

[@BlackTieBarn]

Glad you think so!

[@cinthiarezende4814]

I loved this video!!!

[@BlackTieBarn]

Thanks!

[@DDTC73]

If this was a drinking game, having a shot for everytime you said 'niche' I'd be passed out in 5 minutes lol But seriously, you have re-sparked an idea I had a while ago and tomorrow i'm going to start mapping it out, What it looks like, possible scents for each and how to get it out there. This was a welcomed kick up the backside! And words thatmake me grind my teeth... 'Awesome' ugh

[@BlackTieBarn]

Haha yep! The irony in this video was dripping. I'll be honest, it was sort of intentional. 🤣

[@DDTC73]

@@BlackTieBarn using the History Candles as an example, do they use the regular scents that come from any number of the suppliers out there and change its name so that it fits their theme, and fit the story around it or do they create their own?

[@BlackTieBarn]

@@DDTC73 Hi,I couldn't tell ya but I imagine its a combination of both. Some are standard scents probably and others are blends. Either way, you can (and most do) rename the fragrances to whatever they want to fit their brand and theme. :)

[@DDTC73]

@@BlackTieBarn Cheers, Wade!

[@ashlieneevel9671]

Wade will you please make a video on shelf life for candles and for how much stock is too much stock to have

[@BlackTieBarn]

I can try but that is something that will vary SO MUCH by each person and business and volume. There isn't anything really static or a hard set rule on that. Will also depend entirely on materials being used. But I'll address it. ,:)

[@ashlieneevel9671]

@Wade | BLACK TIE BARN thank you you're my hero

[@adelekilseimer4978]

Great explanation, I own a Lavender farm and make so many great products not just lavender but blends of lavender and other scents, candles as well but the whole Niche thing has held me back from KZbin, but you have made so much sense, thank you! 😊

[@BlackTieBarn]

@@adelekilseimer4978 thanks! :)

[@FromCity2Country1]

So I’ve been on your channel for a little while all I know thus far about candle making is from you so your like my virtual teacher so I trust your opinion when I ask this question. I’m starting a candle business where I want to sell classic candles but I’m also going to sell food/dessert candles so my question to you would be what would or how should I go about finding a theme niche with my business considering I’m not sticking to just one type of candle? Any help /suggestion will be appreciated. Thank you for all the content you put out anytime I have a question I come on your page and sure enough u have a video on it 😊 Thank you 🙏🏽

[@BlackTieBarn]

Hey Victoria! 👋 This is hard to answer because dessert candles are a niche of their own and different than regular candles. So at the very least make them a different collection on your site. And then either make your standard collection theme based only or find some creative ways to label or design your dessert candles to fit that as well.

[@FromCity2Country1]

Much appreciated I was thinking 🤔 that but needed to get a professional opinion thank you for responding

[@sonisabah6253]

Hi, love your work and the topics you do for all the beginners like us! Can you please tell me what is the time or curing time for jar/container candles? So that we can ship them?

[@BlackTieBarn]

There isn't a set cure time. It will depend on wax type, candle size, etc. For the most part if you wait a week before shipping any candles you should be fine. By the time they ship and make it to destination its been plenty long enough.

[@Kelli_D.]

Now I got to figure out how to come up with an actual theme :P My business started as a customized/personalized printing company - Shirts, Tumblers coffee mugs, etc added to the candles over the fall. My Logo has always been 2 hummingbirds which don't really go with any of it (but since my business name is partially in memory of my mom, that's where they come from) I had a hard enough time coming up with my business name, actually I have changed it once already lol

[@BlackTieBarn]

haha. I've been trying to change mine for 12 years. Lol

[@dsd5705]

Newbie here, can “regular joes” make candles that smell as good as Yankee? We are doing our pulmonary research and are considering starting a candle company, but one of the things that I have always hated is buy a candle that doesn’t smell and give off fragrance. I don’t want to smell a little. I want to smell a lot. And so my only experience with that is Yankee. And I would want my fragrance plume for lack of a better word to be that or greater.

[@patrickdrake-x3k]

I produce my own cement vessels as a part time business. It has been ok. I had a customer ask me to put candles in them to make them more desirable. I took all my products that will hold a candle and did so. We have several flea markets that are the type that do not require me to be there. We started out with only 3 aromas. I really want to go crazy with all the aromas that are available, but I feel like I need to be a vessel builder that adds candles instead of a candle builder that has unique vessels. Do you agree?

[@csgcreations]

Great video and thanks for sharing your knowledge and perspective. Ive been binge watching your videos for past month. Is it too much to have a variety of collections that can attract various customer groups? My thought is to have the same scents across different collections.

[@anya7472]

Thank you so much for this

[@BlackTieBarn]

You're so welcome!

[@JS-ik7rn]

So there aren’t any copyright issues for the company that labels their candles with names like Gettysburg?

[@BlackTieBarn]

After long enough, words and phrases phase out of copyright protection and become public domain and free to use. I think it might be 50 years but definition confirm

[@sjm0426]

Hi Wade, would you please consider doing a video on theme vs brand? Does my brand need to tie in to the theme (ex. pet lovers)? If I wanted to have a few different themed collections, how would that affect branding? This branding stuff is confusing! 🤣 Love your videos and lessons! Thanks for all you do!!

[@joshazriel8007]

Brilliant!!!!

[@BlackTieBarn]

😊

[@PROcure2024]

Hi, Wade. I see this video was published awhile ago, and you may have made a video on this since then - or you may have considered it but decided you didn’t have the knowledge base (which I’d say is impossible because you are proving to be an INCREDIBLE resource for all things candle business-related, but I’d understand because this IS a tricky topic)… but the bit on History Candles made me think on: when is your product name depending on/already known due to some major pop culture/media or famed event okay? When does a name venture into trademark-issue territory? Some companies reference very clearly to major pop culture themes - for (perhaps slightly amusing) example, one company has a scent called “TITSOAK,” which is a common and extremely widespread Twilight fandom acronym for the quote “This is the skin of a killer.” What is considered acceptable and what isn’t, in terms of legal infringement?

[@kelseyboling4401]

Hubby and and i have differnt themes wr want to do. I like his to start with very basic and straight forward where i would like to have more creative license and play around with thing a little more.

[@dustinkuklenz5318]

OK! I get the difference between a niche and a theme, but does a theme differ from a brand? Are they the same? If I'm "building a brand", is that really my theme or could you have multiple themes as part of your brand? Thank you!

[@BlackTieBarn]

Great question and you hit the nail on the hand. A brand sometimes has just one theme but often many. think of a theme sort of like specific branding for a product line or collection. Many large brands have several different lines of products with their own theme and style. Others stick of the same theme throughout.

[@SoPea]

It would be great to see how to do the coffee theme. I love coffee and would love a coffee themed range in my shop. I make "fun and relaxing bath and body treats, made with sensitive skin in mind" I have a coffee soap, a coffee scrub. But I really want to bulk that out. So if you could do the coffee one that would be amazing to help me along the way 😃

[@BlackTieBarn]

Thank you

[@albelishicks7680]

Yes beautiful

[@BlackTieBarn]

👍

[@emma.1.2.3.]

I'd love to see you do a coffee lovers theme of some sort 😊

[@mynaturalperfume828]

Theme is so much more inspiring than nitchchchch 🎉

[@BlackTieBarn]

💯👍

[@jessicahart5383]

Niche = Specialty or area of concentration 😊

[@BlackTieBarn]

❤️

[@ThePracticalIntuitive]

Can you do a video on niche/theme SERVICES instead of products?

[@BlackTieBarn]

👍

[@branditurney8281]

I would love a Halloween theme or a gothic theme!

[@BlackTieBarn]

👍

[@qianaricci4502]

Nitch, please!......No?....ok, I'll let myself out. Wade, please don't unfriend me. 😂😂😂

[@BlackTieBarn]

🤣🤣🤣🤣🤣🤣

[@j_vo]

You should do something witchy. Something way out of your comfort zone.

[@t.mccullough2240]

challenge accepted!!!

[@BlackTieBarn]

🤣

[@t.mccullough2240]

@Wade | BLACK TIE BARN As I have been sitting here thinking about the message I left you and your video, yes the possible are endless but what did I JUST SIGN UP FOR!!!😬

[@BlackTieBarn]

@@t.mccullough2240 haha!

[@t.mccullough2240]

@@BlackTieBarn Wade don't just sit there and laugh 😆 at me ... any wise words, I know I started laughing myself!

[@Soylarimar]

Simple comparison… Harry Potter… it is a theme… that’s also a niche for those that love science fiction books etc

[@BlackTieBarn]

Yes. Great example! And then really leaving heavy to design and branding around that specific theme!

[@sxmhandcrafted]

Yes! Candles for CATS! There’s enough out for dogs.

[@BlackTieBarn]

🤣

[@glasgowjohn7831]

I'm just glad an American can say 'niche' correctly 😁

[@BlackTieBarn]

🤣

[@SylvainDuford]

This was a little confusing to me, and I think you are confusing a "niche" with a "market sub-segment", which perhaps makes you underestimate the power of the niche. Niche is a French word which refers to a small nook, or a nest. Think of a small alcove in a wall where you can place a candle; that's a niche. In marketing, a niche is an underserved market sub-segment, but not all market sub-segments are niches, as most are saturated. The whole point of the niche concept is to find a sub-segment (that small market nook) that is underserved so you can place your products there. It's not just about choosing a sub-segment but, more importantly, identifying an underserved one. This powerful concept enables you to differentiate yourself in an otherwise saturated market. Dude Candles is a great example: he realized that no one was making candles for men in his area, so he moved into that sub-sub-segment, and since he has little to no competition, he's doing well. He probably would not have been this successful if he had just tried to join the larger, generic, artsy candle market. You don't so much choose a niche as you find or identify it. It is a crucial concept for any small business, especially in handicrafts. A theme is a powerful tool for differentiated branding and marketing. It could focus your marketing on your niche or simply be something fun and catchy to differentiate yourself in a larger market. If you have identified a niche, the theme almost makes itself. In the case of Dude Candles, he created a masculine branding theme that matches his niche. If you are in a broader and more saturated market segment, the theme allows you to differentiate yourself from your competitors. In both cases, the point is to find and leverage a "differentiator" to get noticed. These tools are crucial to successfully starting a small business in a sea of established competitors. We need both.

[@StuckUpColouredzaza]

Cringe or cringe worthy are words I absolutely can't stand. Lol

[@BlackTieBarn]

Lol. I like cringe.

[@Amazingcoins4you]

First 🎉😂

[@BlackTieBarn]

🥰

[@BeckiStrong-wd1rd]

How many TIMES did Wade say the word niche?? I tried to come up with a pun about a small, specialized hole in a wall, but it was too niche. PS. Love the hat, Wade! ☘️

[@BeckiStrong-wd1rd]

Oh and PSS. Candles inspired by different cities or countries: create candles that are scented like different cities or countries around the world. For example, a candle inspired by Paris could be scented like croissants and lavender. ☺️

[@BlackTieBarn]

Haha. WAY too many. Oh the irony in the video. 🤣🤦‍♂️

[@HHLucifer666]

A theme for animal lovers in general? Not just dogs and cats but snakes lizards fish and the rest?

[@debramiller3857]

How about dogs

[@BlackTieBarn]

❤️