“If you try to be everything to everyone, you end up being nothing to anyone.”
That’s the business mantra, right?
Branding advice everywhere tells you how to niche down, focus on one thing, and become the go-to expert in that space. It sounds logical: the smaller the niche, the clearer the message, and the easier it is to attract customers. But what does niche down meaning in the context of your brand? In simple terms, it means narrowing your focus to appeal to a specific group of people or market.
But what if your business doesn’t fit neatly into a niche?
Many entrepreneurs and personal brands struggle with this, feeling boxed in by artificial constraints. The reality is:
Philosopher Friedrich Nietzsche once said, “One must still have chaos in oneself to give birth to a dancing star.”
True impact doesn’t come from fitting into a category. It comes from creating one.
Instead of forcing yourself into a pre-existing mold, the real power move is to create a brand so compelling, so aligned with who you are, that people follow you—not just the service you provide.
People don’t buy what you sell—they buy what you believe.
As branding expert Marty Neumeier explains in Zag: The 1 Strategy of High-Performance Brands, “The best brands don’t chase customers. They attract believers.”
Ask yourself:
Your brand is an extension of you. When you articulate your belief system, you attract people who resonate with it—not just customers, but brand advocates.
The most influential brands aren’t just businesses; they’re movements.
Think about it: Some of the most successful brands aren’t built around products—they’re built around ideas.
Tim Ferriss didn’t build his empire by offering “productivity coaching.” He built it by sharing a unique way of working and living (The 4-Hour Workweek).
Marie Forleo didn’t just sell business coaching. She created a philosophy of possibility (Everything is Figureoutable).
They didn’t fit into a niche. They became the niche.
A brand that survives long-term isn’t rigid—it’s adaptable.
When you focus on becoming the niche, you create:
This approach allows more room to scale, evolve, and build influence—without constantly reinventing yourself.
Some people will argue that niche strategy in marketing brings clarity and focus. That’s true—for some businesses.
If you’re running a high-volume e-commerce business, niching down makes sense. But if you’re a consultant, coach, or personal brand, people hire YOU for your insights and approach—not just for a specific deliverable.
Another argument is that specialization builds authority. And while expertise is crucial, true authority doesn’t come from narrowing your services—it comes from mastering your voice, philosophy, and impact.
As Seth Godin puts it in This is Marketing, “People don’t buy goods and services. They buy relationships, stories, and magic.”
If niching down feels like cutting off parts of yourself, maybe that’s because it is.
Your business should be an extension of your vision, expertise, and personal philosophy. When you stop trying to fit into a predefined category and start owning your unique voice, you’ll find that:
The best brands aren’t defined by a niche. They define the niche themselves.
If this resonates with you, it’s time to take action. Let’s craft a personal branding strategist that positions you as the niche—not just someone trying to fit into one.
📩 Book a strategy call with me today
Deevo is a brand strategist, marketing expert, and host of The Branding Laboratory Podcast. With over 20 years of experience, Deevo helps entrepreneurs and business owners build brands that don’t just sell but create legacy and impact.
Through strategic storytelling, digital marketing, and personal brand development, Deevo empowers businesses to own their voice, stand out in the market, and become the niche themselves.
👉 Connect with Deevo on LinkedIn
👉 Follow The Branding Laboratory Podcast