Read Time: 7 minutes

Imagine you’re in a crowded room or networking. You meet someone who’s clearly accomplished, eager to tell you what they do.

You ask, “So, what’s your specialty?”

They respond, “Oh, I work with anyone who needs my services.”

The energy dips.

Now you may be rolling your eyes at that story and it’s hyperbole of an example. Who would actually say that at a networking event?

However, this is a situation I see play out daily on LinkedIn, but for some reason, people are much more tolerant of such a vague message when it comes to their online presence.

In personal branding, trying to appeal to everyone is the quickest path to irrelevance.

You need to get specific, or you risk becoming invisible.

Take Bill, a dedicated accountant who attended one of my live Brand Launch courses with the Maryland Society of Tax and Accounting Professionals. Bill’s message was, “I help businesses with accounting solutions.” And while he knew his field inside and out, his brand wasn’t resonating in a way that set him apart from other accountants.

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Why Generalizing Dilutes Your Brand’s Power

When I coach students, one of the first things we cover is how niche clarity can transform a brand from generic to magnetic. Many high-potential professionals, like Bill, resist niching down because they fear missing out on opportunities. But here’s the truth: the more specific you get, the stronger your brand’s pull.

For Bill, we needed to showcase his expertise in a way that not only conveyed his skills but also spoke directly to the businesses that would benefit most. With some work, we redefined his focus to this: “I help small businesses increase their valuations and prepare for sale.” This shift wasn’t just about positioning—it was about speaking to the exact clients Bill wanted to attract.

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An Overnight Transformation

After we finessed Bill’s message in my afternoon session, he rushed up to me at the breakfast networking event — three strategic partners reached out to him on LinkedIn near immediately.

Why? Because he announced his new message, one that was no longer a broad accounting pitch; it was a tailored solution that spoke directly to small business owners and advisors looking to maximize business value. Suddenly, Bill wasn’t just an accountant—he was a strategic partner who knew how to boost valuations and guide businesses toward a successful sale.

This quick transformation illustrates a core truth of personal branding: your niche is the magnet that makes your brand unforgettable. And when your message speaks directly to your ideal clients, it doesn’t just attract interest; it draws opportunity.

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How to Define Your Niche

Ready to hone in on your own brand message? Here’s a quick exercise to get started:

1. Identify Your Passion and Expertise: Start by listing the areas where you have the most experience and passion. Where do they intersect?
2. Define Your Ideal Client: Who do you want to help most? Picture them clearly.
3. Find the Pain Points: Think about the biggest challenges these clients face. Do they need help scaling? Are they preparing for significant growth or transition?
4. Craft a Niche Statement: Use the above to create a niche statement. For example, “I help [ideal client] achieve [specific result] by [unique approach].”

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Stand Out with a Magnetic Brand Message

Your niche is just the beginning. To create a message that pulls in clients like a magnet, you need clarity and conviction. Bill’s story is the perfect example—shifting his focus allowed him to step into his expertise and communicate a value his ideal clients couldn’t ignore.

When your brand message is clear, clients won’t just come to you—they’ll stay with you, knowing you understand their needs.

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Ready to Create a Brand That Draws Clients Like a Magnet on LinkedIn?

Ready to move beyond the “generalist” stage and start attracting the clients who need you most? Brand Launch is the 6-part system I used to clarify my message and build a business that finally allowed me to leave corporate.

Join the waitlist now to be the first to know when enrollment opens for our January session.

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✨Looking for help before Brand Launch opens?

Check out our free 5-Day LinkedIn Crash Course, a value-packed 5-video series delivered via email, that will give you instant actionable steps to strengthen your brand on LinkedIn.

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What else is on my mind…

Random musings about business and life

By the time you’re reading this, it’s very likely I will have just given birth to my first child. (I was due first week of December.) At the time I’m writing this, I’m about T-minus 28 days away from this window. (Yes, I methodically plan all content - hence a strategic personal brand!)

All that to say, as I sit here finalizing content for my maternity leave, I find myself so grateful I took the plunge into entrepreneurship. It hasn’t come without very dark days, but it’s also put me in a beautiful position to remain on the razor-sharp edge of presence as I usher a new life into this world.

I can’t help but think about what my old corporate maternity leave policy was like - without going into details, it didn’t align with the type of life I saw as a professional and a mother. I would have had to cobble together sick leave, FMLA, and a feeble amount of time (For those reading in countries where paid family leave policies are much kinder to new parents than the US - yes, this is reality for many of us Americans).

Having said that, I now have built enough of a cushion that I can mindfully take my foot off the gas of my career for a few months to focus on this new stage without worrying about promotional repercussions or a harsh deadline to return to office. I say this not to gloat - but to reinforce what I believed to be true all those years ago when I was 26 taking the plunge into building my own business - it really is the truest path to freedom and self-determination you can choose to pursue. If you are contemplating it at all, I salute you — it’s a journey rife with self-doubt, but unlimited in opportunity.

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