If I had a pound for every time I heard the phrase “You have to niche down to stand out”, I’d probably be typing this from a hammock in Bali.
When I started my freelance PR and social media business, I was already a mum of three beautiful girls, a lover of fashion, obsessed with fitness, constantly dreaming of my next sunny holiday, and knee-deep in juggling home life, workouts, client meetings, and deadlines. I didn't want to only talk about one thing.
Spoiler alert: I didn’t niche down, and I still built a successful, thriving business that feels totally aligned with me.
Your Magic Isn’t in One Box
For years, “niching down” has been the golden rule in business advice circles. Yes, there is some truth in the idea that clarity helps people understand what you do. But the idea that you have to shrink yourself to fit one category? rubbish!.
You can be a multi-faceted woman running a dynamic, profitable business and show up online as your full, messy, glorious self, or if like me, a little stressed out at times ha!.
The magic is in the blend—the way your life experiences, passions and personality uniquely inform how you show up and serve. That’s your edge.
I’m a PR Consultant… Who Also Talks About The Gym, Kids’ Lunchboxes, and Mindset Shifts
My clients come to me for strategy, visibility and social media content. But do you know what often seals the deal? It’s not just the gift of the gab. It’s the fact that I’m relatable. I’ve built trust by showing the behind-the-scenes of my life: school runs, sweaty post-spin selfies, the chaos of balancing client calls with dinner time.
People don’t just buy your services—they buy into you. And showing your different sides makes you more magnetic, not less.
I've Been Blogging for 8 Years—About Everything
And here’s the thing: I’ve been blogging for over eight years. And if you ask me what my niche is? It’s absolutely everything.
Fashion. Baking. Crafts with the kids. Mundane days out to the park. Thoughts from my morning coffee. Random reflections while loading the dishwasher.
It’s chaotic, it’s colourful, it’s real—and my readers love it.
Why? One word: authenticity.
People are craving connection, not perfection. They want to see the full picture, not just the highlight reel, and the beauty of blogging (and business) is that when you show up fully as you, the right people will always find you.
You are allowed to evolve
Another reason I resist niching too tightly? Because I change. And I bet you do too. What lights you up today might not be the thing you want to talk about in two years. That’s normal. That’s growth.
By keeping your brand broad enough to evolve, you allow space for creativity, expansion and shifting into new seasons. You are not boxed in by one tagline or limited to one type of content. That freedom is everything.
What Should You Focus On Instead?
Here’s what I believe matters more than finding one hyper-specific niche:
Clarity on your values – What do you stand for?
Consistency in showing up – Across platforms, across seasons.
Confidence in your story – Your journey is your brand.
Connection with your audience – Talk to people like real humans. That’s where the magic happens.
You Are the Brand
Whether you are sharing marketing tips or mum hacks, gym wins, or your current read, it all adds up to you, and that is, honestly, more powerful than any niche ever could be.
So if you have been waiting to feel “expert enough” to pick one thing and stick with it, stop waiting. Let your brand be a blend. Let your life inspire your business. Let it be messy, multi-dimensional and real.
Because you are more than a niche. You are a whole damn vibe.
If you need a little guidance or fancy a bit of one-to-one support, I would love to help..
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