Want to Stand Out? Get Specific.

Too many brands are stuck in the trap of trying to be relatable to everyone. They want mass appeal, so they water down their messaging, play it safe, and end up sounding just like everyone else. But here’s the truth: trying to be for everyone makes you forgettable to everyone.

The brands that win? They go deep instead of the why. They carve out hyper-specific spaces and own them.

Why Brands Should Stop Trying to Be Relatable to Everyone

When you speak to everyone, you connect with no one. The most successful brands don’t try to appeal to the masses. They build a loyal following within a niche and let that community amplify their message.

Liquid Death didn’t try to market to everyone who drinks water. They targeted punk, skater, and metal communities, and now their fans promote them harder than any ad ever could.

Gymshark built an empire by focusing on serious fitness enthusiasts, not just casual gym-goers.

Notion isn’t for every productivity nerd. It’s for the ones who obsess over workflow and customization.

Mass marketing is dying. Niche marketing is taking over.

The Power of Niche Storytelling

If your brand isn’t telling a story that speaks directly to a specific audience, you’re getting ignored. The key? Talk to fewer people, but say something that actually matters to them.

? Niche messaging hits harder. Instead of “We help businesses grow,” say “We help independent coffee shops dominate Instagram.”

? Smaller groups engage deeper. A niche audience will share, comment, and advocate for you more than a general audience ever will.

? Hyper-relevance builds trust. The more you sound like you belong in a space, the more people will trust you.

How to Lean Into Niche Expertise to Build Trust & Influence

Want to own your niche? Here’s how to make it happen:

Define Your Core Niche: Who are you really for? Not “small businesses” but indie bookstores. Not “marketers” but LinkedIn content creators. Get specific.

Speak Their Language: Every niche has its own culture, jokes, and pain points. If you’re not using the right messaging, you won’t connect.

Go Where They Hang Out: Forget broad marketing. Get into niche Discord groups, Reddit threads, and industry-specific forums.

Be a Resource, Not Just a Brand: Instead of just selling, offer real value; insights, tips, and experiences that prove you understand your niche better than anyone else.

Let Your Audience Do the Talking: Build brand evangelists who will market for you. If your niche believes in what you do, they’ll spread the word organically.

The Future Belongs to the Niche ??

The era of broad, generic marketing is over. If you want to build real authority, get specific. Own your space, speak to your people, and let the rest fade into the background.