Why Niching Your Business is the Smartest Move You’ll Ever Make

The Power of Niching: Why Trying to Serve Everyone is a Mistake

One of the biggest misconceptions in business is that casting a wide net will bring in more clients. I get it—you want to keep your options open, you don’t want to turn people away, and it feels scary to put all your eggs in one basket. But Nancy Ganzekaufer (now Nancy Quinn, by the way—congrats on her marriage in 2024!) said it best, way back in episode #15 in 2016:

Niche is rich, broad is broke.

When you niche down, you don’t limit yourself—you position yourself as the absolute best choice for your ideal clients. You become the expert, the go-to, the only one they think of when they need your service. That’s not limitation—that’s power.

Lindsay Hunter: Proof That Niching Works

If you’ve ever doubted the power of niching, let me introduce you to Lindsay Hunter. Lindsay joined me on episode #1035 and talked to us about how she is a lifelong equestrian and an interior designer, but for years, she struggled with the same fear many of you have—if she focused too narrowly, would she miss out on business? Could she really build an entire firm around just equestrian design?

Well, for years, Lindsay listened to A Well-Designed Business®, soaking in the lessons from my guests about the importance of niching. She heard me say it over and over:

Pick a lane and own it.

And finally, she did it. She went all in on her passion, branding her firm exclusively for equestrian clients—barns, estates, tack rooms, lounges, you name it. And guess what happened?

Her business exploded.

Lindsay didn’t just find success—she created a movement. By leaning into what she truly loved, she built a thriving design firm, a powerhouse brand, and—here’s the part no one talks about enough—she’s happier than ever. She’s working with clients who share her passion, she’s designing spaces that light her up, and she’s building a community of like-minded clients and collaborators who are just as obsessed with the equestrian lifestyle as she is.

And the best part? Her calendar is booked, her revenue has skyrocketed, and she’s no longer chasing clients—they’re coming to her. Because when you niche down, you don’t have to beg for business. Your dream clients find you.

Want to hear Lindsay’s full story? Click here to listen to how she made the leap and how it changed everything for her.

The “Only” Factor: Why Being Different is Everything

Now, once you’ve chosen your niche, the next step is making sure your brand reflects it loud and clear. This is where Fred Berns’ philosophy comes in—what is your only?

Fred has been on A Well-Designed Business several times, and every time, he drives home this point:

The most successful businesses define and own what makes them the only one in their space.

Are you the only designer in your market specializing in historic home renovations? The only one with a signature process that guarantees a stress-free project? The only one who blends modern design with traditional craftsmanship?

The moment you stop trying to appeal to everyone and start owning your only, you become unstoppable. Click here to listen to Fred’s episode so you can dig deeper into this game-changing concept.

Branding: More Than Just a Pretty Logo

Once you’ve defined your niche and your only, your brand needs to reflect it at every touchpoint. But let’s be clear—branding isn’t just about a logo or a color palette. It’s about how people experience your business.

No one has taught me more about this than Nicole Heymer of Glory & Brand. Over the years, Nicole has helped me understand just how critical a well-defined, cohesive brand is—not just on a website, but across every platform.

Whether it’s social media, email marketing, your client onboarding process, or even how you introduce yourself at a networking event, your brand should be instantly recognizable and consistently communicating the same message.

The Messaging Foundation: Clarity is Key

Nicole has drilled this into my brain time and time again—branding starts with messaging. Before you even think about visuals, you need a crystal-clear brand message that answers three key questions:

• Who do you serve? (Your niche)
• What do you do for them? (Your expertise)
• Why should they choose you? (Your only)

Your messaging should be unmistakable. If a potential client lands on your website, scrolls your Instagram, or reads an email from you, they should immediately understand who you help and why you’re the best choice. If they have to guess, they’re moving on.

The Power of Brand Voice

Another huge lesson Nicole has taught me is that branding isn’t just about what you say—it’s about how you say it. Your brand voice should feel like you in every single interaction.

If you’re high-end and exclusive, your voice should reflect sophistication. If you’re fun and approachable, your words should be infused with personality.

The key? Consistency.

One of the biggest mistakes designers make is sounding one way on their website, another way in their emails, and a completely different way on social media. That inconsistency creates confusion, and confused clients don’t buy.

Creating a Seamless Brand Experience

Nicole’s biggest lesson? Branding isn’t just something people see—it’s something they feel. Your ideal clients should have the same experience whether they’re scrolling through your website, hearing you speak on a podcast, or stepping into your office. Every touchpoint should reinforce your expertise and authority.

Nicole has guided me in refining my own brand over the years, and I can tell you firsthand—when your branding is clear and cohesive, clients come to you. No more chasing, no more convincing. Your brand does the heavy lifting.

If you haven’t nailed this yet, take Nicole’s advice and start with messaging. Define your niche, craft your only, and make sure every word you put out into the world reflects that. Want to hear Nicole break it down step by step? We’ve linked my episode with her here—don’t miss it.

Take Action: Your Next Steps to Niching and Branding

If you’re feeling fired up and ready to take action, here’s what you need to do next:

✅ Define Your Niche
What do you love doing? What are you best at? What audience excites you the most?

✅ Identify Your “Only”
What makes you different? What can you confidently say you’re the only one offering?

✅ Refine Your Branding
Make sure your website, messaging, and visuals clearly communicate your niche and your expertise.

✅ Elevate Your Client Experience
Luxury clients, in particular, don’t just buy design—they buy how you make them feel. Pay attention to every detail.

✅ Listen and Learn
We’ve linked several key episodes in this post to help you dig deeper into these strategies. Take the time to listen, take notes, and start implementing.

Final Thoughts: The Bold Move That Changes Everything

I won’t sugarcoat it—niching down takes guts. It’s easier to stay broad, to keep playing it safe, to hedge your bets. But safe doesn’t build industry leaders. Playing small doesn’t create six- and seven-figure businesses. And trying to serve everyone means you serve no one exceptionally well.

Lindsay Hunter made the bold move to niche down, and she’s never looked back. You can do the same.

If you’re ready to own your niche, define your only, and build a brand that turns heads, let’s go. Listen to the episodes we’ve linked, do the work, and start carving out your space in the industry.

I believe in you. Now it’s time for you to believe in yourself.

👇 Drop a comment below—what’s your niche? What’s your only? Let’s start this conversation.