There’s this saying in the business world that “the riches are in the niches.” You’ve probably heard it a million times. And sure, I get it—the idea is that if you focus on a specific niche, you become the go-to expert, and that can be great for business.
BUT… I’m here to tell you that niching too soon can actually hold you back.
If you’re a creative (like me), or even just someone figuring out what direction to take your business, forcing yourself into a tiny box right away might actually keep you from discovering what you really love doing. So, let’s talk about why I believe in anti-niching—at least in the beginning.
How I Found My “Niche” (By NOT Niching Too Soon)
When I first started out as a designer, I took on all kinds of projects. Some of them I loved, some of them… not so much. (Let’s just say nightclub flyers and video game graphics are NOT my thing.)
But if I hadn’t done those “bad fit” projects, I wouldn’t have figured out what was a good fit for me. Over time, I realized I love working with small, heart-centered businesses and entrepreneurs who have a mission behind what they do. I want to work with the owner, not just be another designer in a corporate machine.
So, my “niche” naturally evolved. I didn’t force it—I let it find me.
The Problem with Over-Niching Yourself
Here’s the thing: a lot of business coaches will tell you to niche down right away. Like, “pick a niche, stick to it, and only take clients in that one category.” But that advice can seriously limit your growth, especially if you’re just starting out.
Think about it:
- How can you know who you want to work with if you haven’t worked with different kinds of people yet?
- How do you know what lights you up vs. what drains your energy?
- What if you niche down too early and realize later you’re stuck doing something you don’t even enjoy?
That’s why I tell my students inside The Profitable Brand Designer course to focus on defining their client avatar rather than forcing themselves into a niche too fast.
Your Client Avatar Is More Important Than Your Niche
Instead of worrying about picking the “perfect niche,” start by figuring out WHO you actually enjoy working with.
In my course, I teach a whole process on defining your client avatar—not just the industry they’re in, but their personality, values, and working style. This is HUGE because you could technically work with different industries but still attract the right kind of people for YOU.
For example, I’ve worked with therapists, real estate agents, health coaches, and more. But what they all have in common is that they’re passionate entrepreneurs who care about what they do, trust my process, and are ready to invest in their brand.That’s my niche—the person, not just the industry.
Final Thoughts: Let Yourself Explore
If you’re new in business (or even if you’ve been doing this a while but feel stuck), give yourself permission to experiment.
Try different projects. Work with different types of clients. Pay attention to what lights you up and what makes you want to bang your head against the keyboard.
Over time, your true niche will become obvious—and it’ll be based on what actually makes you happy and profitable, not just what some business guru tells you to do.And if you want help figuring all of this out, I go deep into this process inside The Profitable Brand Designer course (and soon, I’ll be offering just the client avatar section for non-creatives too!). Stay tuned for that!
For more insights and to catch a glimpse of the results of my headshot, follow us at @onbranddesigns, @profitablebranddesigner, and @profitable.brand.couple for your daily dose of creativity and business insights.
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Until next time, keep designing and dreaming big!
~ Kim (and Jeremy)
