You’ve probably heard someone say there are riches in niches, but as a multi-passionate person you have many interests, and the idea of niching down may feel impossible.
But if you want to build a memorable brand and successful business, creating a niche brand is important.
And niche is not a bad word. It doesn’t mean you can’t show up as your multi-faceted, authentic self.
The key is to think outside the box to niche outside the box. Here are some tips to leverage your many passions to create a true-to-self niche brand.
What are niche brands
Before we talk about your passions and figuring out what your niche is, let’s define branding and niche.
What is branding?
The focus of branding is to refine the messaging so that you are attracting the right people with less work. Branding helps you identify foundational elements like your brand purpose.
It tells people why your brand exists, including your vision and your mission. It’s about who you serve and the impact you want to create in the world.
But your messaging doesn’t tell people how you are moving towards your business goals.
This is where your niche comes in.
Your niche tells people your area of expertise. So Building a niche brand means you are creating a brand within a specific niche, i.e. expertise within an industry.
As a multi-passionate you are better positioned to create a niche brand precisely because of all your interests.
The key is to look at your different passions to combine them in unique ways that can be monetized..
For example, my messaging is around helping women show up true-to-self and living a vivacious life.
I happen to do this through branding instead of other skills like mindset work or sales coaching. Even though I do talk about those topics in my Brand Development Coaching Program, my title is brand coach.
I chose my brand coaching title because it combines my passion and skills for branding, storytelling, coaching, design, etc.
My niche simply tells people what expertise I chose to monetize. That way no one is ever confused about what I do or who I serve with my business.
So how can you niche down and still show your passions?
Let’s first discuss niching. There are a couple of ways to niche down.
Identify your niche skills
As a multi-passionate, you have many interests and skills. This is your strength!
Your skills can be hard or soft skills you can combine to stand out in the market.
Let’s say you do carpentry but also have a passion for technology, so you learned 3D printing.
Rather than seeing these as separate, you can explore both passions by combining them and creating furniture that uses natural elements with 3D printed elements.
This is the approach we took with my client Elle who is a human design reader and is interested in self-care among other interests. Instead of seeing these as separate, we used this to find her place in the personal development niche.
She used her learned skills and passion for human design readings and self-care to create a brand focusing on energy optimization. This way people know she is a go-to person if they need to optimize their energy to create more mental space and time to live their life.
Here’s how you can do to do the same:
Steps to choose your niche skills
- List all your hard and soft skills.
- Identify which ones light you up and keep you in your zone of joy.
- Do research to see which skills you can leverage to make money.
- Experiment to see how you can combine your skills.
The Vision Book I created is a fantastic tool to help with this type of reflection! Remember that not all your skills and interests need to be monetized. There are other ways you can include them into your branding by weaving it through your content.
Find a Niche Audience
If finding a niche based on your skills proves difficult, you can create a niche brand based on your audience.
Some niche industries are very saturated. For example, there seems to be a mindset coach everywhere you look.
If you are passionate about mindset work and feel like you can’t do it because there are so many, choose a niche audience instead.
This is what we did with my client Angie. Angie is a natural hype-woman who loves her planners, and mindset work spoke to her.
But she is also passionate about art. She is a creative person who loves to paint, act, dance, and more. Instead of niching based on her artistic skills, she used them as inspiration to decide who she wants to help: creatives.
This lets her tap into her expertise as a creative. If a creative wants to work on their mindset, they know that her expertise (i.e. niche) is working with creatives.
Now, she isn’t just another mindset coach. She is a mindset coach for creatives, so she’s able to share her passion for the arts while staying niche and on brand.
If you choose to go down this path, digging into your ideal client profile will help you niche your audience, so you can create a brand that attracts the type of people you want to work with.
Niche without losing your personality in the process
I know that as a creative person, you don’t want to blend in. If after the niching down process you feel like your brand is not true-to-you, lean into your other passions.
This is precisely the beauty of building a personal brand. You get to show your personality!
This is where your content pillars (or buckets) play an important role. As a creative you have a lot of ideas and interests. What you need to do is find the common themes.
To make sense of your passions:
- Write down 5-10 topics you are passionate about.
- Then group them by similarities.
- After grouping them, choose an umbrella theme for each group.
Say you’re a cook who loves gardening and hiking. These two topics may seem disconnected, but if you are someone who is a nature-lover, you can connect them under the theme of nature and talk about how this influences your cooking.
Or if you are health conscious, you can connect them under the theme of health and how it relates to cooking healthy meals.
How you label your themes will depend on your brand messaging, so remember to filter your ideas to make sure they connect to your brand.
Once you have your niche and your core messaging, it becomes easier to see how your passions relate to your brand. And sharing your passions will empower you to show up authentically as well as attract aligned clients.
This is what happened when I started sharing more about my spirituality. When I started sharing my tarot cards, crystals, talking about astrology, intuition, etc., I made an energetic invitation for people who align with me.
Even though I’m not in the spiritual niche, I share this passion because it relates to my messaging of showing true-to-self and is an important part of how I approach brand strategy.
In my brand coaching services, I work with clients to tap into their intuition and skills to create their own true-to-self brand. So when clients work with me, they aren’t surprised when these topics come up.
I help my clients do the same, so they don’t feel like they’re hiding parts of who they are and embrace themselves completely.
If you are ready to build an online brand that allows you to live a freedom and joy filled life, check out my brand development coaching program. This program gives you hands-on experience creating your brand from scratch, including messaging and social media strategy.
If you prefer a 1-on-1 approach, I offer a customized social media branding package.
If you want to find your authentic brand strategy, check out this brand strategy quiz I created to help you understand how to show up in your business in alignment with your unique energy, personality & Human Design.