If you own a business, you’re likely passionate about a lot of things within your niche. 

When you consider your messaging, you probably have multiple target audiences in mind, and more than a few different business focuses you want to communicate to your audience. 

You may be a caterer for weddings who also cares a lot about sustainability in food supply chains and also dabbles in food photography. That’s a lot of niches rolled into one! 

We love multifaceted businesses that have no shortage of passion for their work. But the difficult  truth is that your audience may not share that enthusiasm. 

Focusing on every niche in your primary messaging and branding will leave your clients confused about what you’re actually offering for them, rather than excited about the work you’re doing. It will also leave you feeling confused in your own work. Everyone benefits when your audience and company goals have been clearly defined. 

Here are 3 questions to ask yourself as you try to determine which niche to lean in to:

1. What niche has the most potential for a strong customer base? Do you have more connections in one area of your business than another? For example, maybe you know more people in the supply chain world than you do in food photography. If that’s the case, start where you know the business will flow in.

2. Is there one area you can immediately serve your customers in? 

   This question doesn’t have to be limiting. If you choose one niche to focus on now because that’s what your audience is asking for, it's okay for it to change over time. Your clients will grow and change over time too, and you can always reevaluate down the road. But for now, focus on who’s in front of you. How can you serve them best?

3. Is there one element of your business that could serve as an “umbrella” for everything else?

   This question can be helpful in determining what your core messaging should be. Getting a birds eye view of the most relevant message is a great way to separate yourself from your own biases about your business, and to really see what your main focus should be. 

   You don’t have to leave your other interests behind just because you choose a niche to focus on. You may feel most passionate about food photography, but focusing on catering might be a better overall angle to lead with. 

We love helping businesses define their core offering and craft clear messaging around it. If you need help with finding your niche, reach out to us today!