Do you have to niche down?
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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!
If you’re resistant to the idea of choosing a niche, here's 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. This gives you flexibility and variety to build a secret sauce that is truly unique but not too restrictive.
Let’s break down what this can look like.
Why service providers avoid choosing a niche
Variety & avoiding boredom
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.
They’re worried it won’t make a difference
Some clients tell me that even if they 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?
Fear of excluding good clients
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 there are also benefits… and there are ways to get to an approach that works well and feels right without losing the variety and clients you love.
Brand positioning is about focus — but you’ve got options
From a brand strategy perspective, focus and specialization are also one of the best ways to set yourself apart from the competition. It allows you to speak more directly to your ideal audience, and build authority as the go-to expert in your specific area.
So how do you create a clear and specific position for yourself while still allowing room to breathe?
Instead of putting all your niching eggs in one basket…
You choose a few and focus on the combination.
Common areas you could consider
Who you serve
There are lots of ways to define your audience more clearly: 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 neighborhood. You know the landscape, the players, and the nuances that outsiders 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.
Why the combination works: focused and flexible
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? A Brand Strategy Session is a great place to dig into what’s been frustrating you about the idea of choosing a niche — and what options might work well for you and your business. Get your 1:1 strategy session on the calendar now!
