A “niche” is a specialized segment of the market for a particular kind of product or service. When you have a niche, it means that you have a clear focus on your intended, targeted customer for today. not the vision of the product you are selling, but the product you are selling right now.
When you create a villain, the niche works best. It gives you a conflict and allows for conflict resolution. You want your brand’s product or service to be seen as the resolution to that struggle—a hero to save the day.