Do you have to choose a niche for your brand?

Hi Reader,

I see a lot of advice out there telling brands that in order to stand out, they have to niche down.

But if you’re like many of my clients, it’s not that simple!

🔷 Maybe you like serving a wide variety of people. I’ve had lots of clients tell me that they love taking on a variety of challenges and learning new things by working with different types of businesses, so choosing a niche sounds like a recipe for boredom and monotony.

🔷 Maybe you’re concerned that, even if you do choose a niche, it won’t be enough to stand out. Usually this happens in saturated or highly competitive fields. Clients tell me that even with a narrower focus, they still struggle to communicate how they’re different from everyone else. As a strategy, it doesn’t feel like it’s working for them, so why bother?

🔷 Maybe the fear is talking (no shame!). Some service providers worry about going so narrow that they’ll exclude really good-fit clients, or just won’t have enough people to serve. It’s scary!

Those are all totally legitimate reasons to feel suspicious of “niching down” as a strategy.

But on the flip side, focus and specialization are also one of the best ways to set yourself apart from the competition, speaking more directly to your ideal audience, and building a reputation as a go-to expert.

So how do you create a clear and specific position for yourself while still allowing room to breathe?

My advice: Stop thinking about niching as ONE THING that you need to choose, and more like pulling a number of smaller things together.

Instead of putting all your niching eggs in one basket…

You choose a few and focus on the combination.

Common areas you could consider include:

Who you serve

There are lots of ways to come at this: demographics, interests, life stage or business stage, budget level are some of the most common.

What you offer

Focus on a few core services or specialties rather than trying to be everything to everyone. This creates clarity for both you and your clients about what you do best.

Where you serve them

This can be as broad as a country or region, or as specific as your neighbourhood. Whatever you choose, you're the one with the inside scoop on the landscape, players, and nuances that generalists miss.

Your process, approach, or methodology

This isn't about what you do; it's about how you do it in a way that sets you apart. Things like your research process, project structure / timeline, or collaboration style become your calling card.

Your values

Focus on clients who share your core values or care about the same outcomes you do. This creates stronger connections and helps you attract the right people while filtering out poor fits. For example, past clients have chosen to highlight their commitment to sustainability, advocacy, accessibility, or ethical marketing.

By combining a few of these approaches rather than forcing yourself into one narrow lane, you’re creating a positioning strategy that feels both focused and flexible.

Your audience gets the clarity they need to understand why you're the right choice, and you get a brand that leans into what works best for you.

Need help figuring this out for yourself? Let’s talk it through in a Brand Strategy Session! I still have a couple of spots available before the Christmas break.

Talk soon,
Kristen

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