Struggling to Niche Down? Try This Instead

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“Pick a niche, define your audience, and narrow it down even further.” You’ve probably heard this advice a hundred times.

The idea is simple: the more specific you are, the easier it is to attract the right people. But what if that approach isn’t working for you? What if you’ve niched down as much as you can… and you’re still stuck?

Let Your Brand Do The Filtering

I get it! I used to run a kid’s wear brand. It was super colorful—so obviously, my customers had to like that. But did it really matter if they were first-time parents or had five kids? If they were single parents, lived in the city or suburbs? If they were 21 or 42?

ABSOLUTELY NOT. So now what?

Instead of picking a niche based on your audience, use yourself as the filter. When you know exactly what you stand for and what you bring to the table, your brand’s message will pull in the right people like a magnet—and push the wrong ones away. This approach isn’t about limiting who you serve—it’s about sharpening who you are. When your brand’s message is crystal clear, the right people will stick, and the rest? They’ll move on (which is exactly what you want).

So How Does It Work?

Imagine you’re at a party and you don’t know anyone. You start mingling and chatting about something you’re really passionate about. Let’s say you have found the perfect way to keep your inbox structured or you are all about work/life balance. Some people are all ears because your ideas and insights are just what they were missing. Other people? Meh, they did give you a compliment about your amazing outfit, but your inbox ideas? Not their cup of tea, so they move on

That’s what happens when your message is crystal clear. It works like a lighthouse, sending out one steady, unmistakable beam: This is who I am. These are my values. This is what I stand for.” When your brand identity is clear, there’s no confusion—people immediately understand what you’re all about.

To create that clarity, start with these questions:

• Who are you? (Your core identity)

• How do you show up? (Your personality and vibe)

• What do you stand for? (Your core message)

• Who isn’t for you? (Your anti-audience filter)

What If People Don’t Like Me?

I totally understand! Putting yourself out there and showing the world what you’re all about is scary. You’ve poured your heart and soul into your business. What if someone rolls their eyes? What if they say, “Who does she think she is?”

That fear to be judged is very real and it can also be very intense. That’s what’s holding you back. But let’s look at it like this: you’re already being judged—no matter what. People form opinions, good or bad, whether you try to please everyone or not. So the question isn’t “Will they judge me?” It’s “Am I being true to myself?”

The same goes for your business. You can’t be everything to everyone. That’s not how it works. You need to stand for something—have a clear direction. Sure, some people won’t follow you, but the ones who do? They’ll love you even more for being clear, relatable, and unapologetically you.

What Are The Benfits?

When your brand identity is clear and totally you, everything just works better:

• You stop overthinking. No more endless second-guessing - all you have to do is show up unapologetically as yourself. And your niche? It will find you instead because you’re loud and clear about who you are, what you stand for and what you bring to the table.

  
  

• The right people stick around. You’re not chasing anyone down - those who resonate with your message stay, and those who don’t simply move on.

  
  

• Running your business feels good. No more bending over backwards trying to be what you think everyone else wants. You’re doing your thing, you’re happy, you’re confident - and the best part? You’re making money just by showing up as you are.

So, if the traditional way of niching down isn’t working, give this a try. Who knows, there's a big chance you'll get even more out of it than just your niche.