How to find your niche

Niche down to grow

You need to niche down. I know you’ve heard this before. Do you know why it’s important though?

Here’s a mythbuster for you: finding your niche doesn’t limit you. Something that’s come up a lot in brand strategy sessions is the thought: I don’t want to exclude anyone. At first it seems like broadcasting to a larger audience promises better chances of something clicking, but avoiding direction means your (blurred) message will get stuck as white noise among the masses. If you don’t have a specialty, what will you be known for?

Finding your niche doesn’t limit you. It helps you intentionally connect with your ideal clients. It guides you to your strengths and eliminates what isn't necessary.

Before anything else, you need to accept the following two statements as true:

Choosing a niche doesn’t limit you. It will help you gain traction.

Finding your niche doesn’t mean just choosing an industry. It’s so much more than that.

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How do you find your niche?

As a freelancer or service-based business in the saturated digital creative market, knowing your niche will help set you apart from the competition. How do you find your niche? It’s about getting clear on what makes you unique and finding the people or businesses that connect with that.

A few factors to consider:

  • What are your core values? Do you want your clients to hold similar ones?

  • What are your strongest skills? How do your services reflect these?

  • Who would most benefit from your skills?

  • What is your brand personality? Why does your ideal client gravitate towards your business?

  • What size of business do you like to work with? What is their annual profit and how large is their team?

  • Where is your ideal client geographically located?

  • What level of involvement do you like to have with clients? Done-for-you from the comfort of your home, or do you like to dive in with their team?

After taking a close look at your business and its services, research your industry in general. Are there any gaps that you have the tools to fill? Can you solve a problem no one else has yet? If you’re lost, a good place to start is with your ideal customer. People respond well to questions about themselves and their own needs. When in doubt, just ask!

If executed well, all this reflection and research will lay the foundation for you to effectively steer your business in the direction of a successful niche.

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Ready to refine

Working through questions like the ones above on your own will offer clarity for the services you provide and the main mission of your business. Beyond that, you want to nail down what your specialties are and run with those.

For example, I’ve narrowed my offerings to fall under two umbrellas. The processes and deliverables differ, but the methods and goals remain the same. My 1:1 or done-for-you clients are established businesses ready to refine their brand messaging. On the opposite end of the spectrum, I guide micro service-based businesses and freelancers getting started DIYing their brand positioning. Similarly, they’re ready to refine their big dreams into attainable goals (and the strategy to get there).

I hope this helps you! It’s a lot to digest, but this blog post just covers the tip of the iceberg when it comes to positioning your brand in a saturated market. I dive into the nitty gritty details with my brand strategy clients.

Need a little guidance to get started? Let’s connect to set you up for a drop-in Brand Strategy Session.

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