We pay for Zoom even though we already have Google Meet.
There. We said it.
Every month, we pay for a Zoom subscription. And every month, we also pay for Google Workspace (which includes Google Meet).
We’re literally paying twice for the same thing.
Except we’re not.
Because what we’re actually paying for is what Zoom is known for: click a link and you’re in, works first time video conferencing with loads of extras such as transcripts and AI summaries that we can turn into client reports without having to sit there for three hours rewatching a meeting and taking notes.
Can Google Meet do all of that? Probably. Technically, yes. If we dug around in the settings (we haven’t bothered to).
But we don’t know Meet for that. Nobody does. Zoom owns that reputation in our world (small business owners).
Microsoft Teams? Same story. Different reputation. It’s the choice if you’re already deep in the Microsoft world. Everything’s integrated, chat, files, calendar, meetings. For most corporate teams, it’s not even a choice. IT made the decision years ago.
Similar audience across all three platforms (people in business), but each have different reputations and different reasons to choose them.
And this is exactly why “finding your niche” isn’t really about defining your ideal client.
It’s about owning what you’re known for.
We know this sounds backwards. Everyone tells you to niche down by audience. Get specific about who. Define your ideal client avatar. Know their pain points, their income bracket, their morning routine, what they take in their coffee…
But watch what happens when ten coaches all say they work with “purpose-led female founders aged 35-45 in the wellness space.” They all sound identical.
So when someone asks us what our niche is, we don’t give them an audience, we give them a service.
Our service is Brand Strategy. That’s the thing we’re known for. That’s what people hire us for. That’s what they tell other people about.
Let’s break this down differently.
Your niche is the actual thing you’re an expert in (the thing you make or sell).
Your audience is who that expertise is for.
Here are some examples:
A bookkeeper’s niche might be bookkeeping for VAT-registered sole traders in the construction industry.
Their audience? Builders who are busy on site, hate admin, and want someone who already understands CIS and cash flow.
A candle brand’s niche might be small-batch, essential-oil candles designed for evening wind-down routines.
Their audience? Women in their 40s and 50s who want calm, considered products and buy fewer, better things for their home.
Can you see the difference? The niche describes what you do and how you do it. The audience describes who values that.
With audiences, you can describe them in detail, and you can have more than one. Sometimes you discover a new audience and you add them. Your niche stays the same. What you’re known for stays the same. But the people who value it can grow.
What do people actually say?
What’ more, when people recommend you, they don’t lead with your audience definition, do they? They lead with the result.
“I’ve been drowning in receipts for months. She sorted it in two hours and explained it so I actually understood.”
“These candles don’t give me a headache like the heavily scented ones. And they last forever.”
“He’s brilliant at helping you prepare for conversations with investors.”
“She’s really good at getting you out of your own head and into action.”
Audience segmentation helps people see themselves in your work. Service clarity helps them understand why they should choose you.
What are you strongest at?
If you asked our clients why they work with us, they wouldn’t mention demographics or sectors. We really hope (we actually know) they’d say something like:
“I’ve been struggling with this for months and pushing it to the right. Ailsa just made it so clear.”
Clear thinking. Clear decisions. Clear Strategy. Clear next steps.
That’s the service we offer here at B is for Brand.
So what we think is that niching by service isn’t about limiting who you work with. It’s about being honest where you’re strongest. The situations you handle best. The problems you untangle more easily than most.
Now try asking yourself this question:
What do you do so well that people talk about it long afterwards?
If someone recommended you tomorrow, what would they actually say? Maybe your clients from the past have already said it about you?
The answers they give are probably much closer to your real niche and when you get that clear, everything else follows.
B is for Brand – Achieve Brand Clarity
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