What To Do If You Can't Pick A Niche For Your Personal Brand

Niches are a hot topic lately and for good reason. I’ve found that creating content for this blog, which has a clear niche (Influencer Management), is much easier than it was creating for my personal brand Really Pretty Good, which does not have a very narrow niche, so I highly recommend choosing a niche if you can.

However, there is still such a thing as a “personal brand” or “lifestyle blog” that many influencers fall into and have had success with. I think social media is getting more competitive and making it harder to have your personality be the sole niche that sets you apart, but I totally get it, and I think it’s still possible to make that work, so if you feel like you can’t pick just one niche, here’s what I recommend instead:

Decide on a clear and specific mission.

If you don’t want to become known for one niche topic, become known for one niche mission or passion instead. This is what I’ve decided to do on my personal page, Really Pretty Good. I couldn’t choose between the topics of fashion, beauty, home decor, travel and wellness, so I spent some time really processing what my passion is behind all of those things, knowing there must be a common thread that explains why I love each of them so much. I realized my passion is to use, find & create aesthetic experiences of all kinds for the sake of wellness.

Once you’ve figured out what your message or passion is behind your content, your next step is to come up with a mission statement and a vision statement.

what’s the difference between a mission and vision statement?

A mission statement explains what you do, a vision statement explains why you do it/what impact you hope to have through it.

It’s really important to get clear on both of these statements to make sure you’re offering your audience something valuable and to make sure your passion is important enough to you that you won’t burn out. These are great statements to put in your social media bios, but feel free to write out a longer version that you use just as a reminder to yourself and find a condensed version or more creative version to say the same thing in your bio.

For my personal blog, Really Pretty Good, my mission is: to use, find, create and share aesthetic products, opportunities, ideas, inspiration and entertainment.

My vision is: to impact the mental, emotional, spiritual and physical health of young adults for the better through the underrated power of aesthetics.

In my Instagram bio, “aesthetics for wellness” pretty much covers both of those!

how do I come up with good mission and vision statements?

The key, again, is to make sure you’re offering your audience something clear and to make sure you know why you care about doing that. Even if your brand is yourself, you are running a business, so what are you “selling”?

WHAT DO YOU OFFER: What product or service do you offer your customers? What problem do you solve or need do you fill for people? How do you educate, inspire or entertain? What questions do you find yourself always answering and what problems do you find yourself always helping people with?

WHY DO YOU CARE ABOUT OFFERING THAT: What do you hope would happen to the world if everyone were educated, inspired or entertained by your content? What do you wish for each of your followers? What are you weirdly passionate about that drives you to create content?

Here are the mission and vision statements for MPS Management:

Mission: To make influencers’ lives easier and to help businesses thrive through personalized career coaching, brand deal management and creative services.

Vision: To inspire and equip the world’s most influential people to make a great and beautiful impact on the global culture.

How do I start making content from here without it feeling chaotic again?

Once you have your mission and vision statements, I recommend coming up with 1-3 main categories that will make up 90% of your content (This is something I learned from A Beautiful Mess’s Blog Essentials E-Course). For Really Pretty Good, the main 3 topics are Style, Home Decor & Travel. I love the topic of “wellness” but I’ve decided that’s more of a theme that I will weave throughout all three of the other topics. Wellness is my Vision more than it is its own category.

From there, start brainstorming posts that fall into those 1-3 categories!

If you’re a lifestyle influencer, there will be another 10% of your content that falls outside of your main topics, and that’s ok. You can always share personal things like what you’re eating, what you’re wearing (even if you’re not a fashion blog), your vacation to Tahoe or any other little things that come up. Your followers want to see BTS of your real life even when it’s not necessarily related to your main topics, but I would recommend staying away from offering a ton of advice on these 10% categories. Keep these outside topics more casual OR try to talk about them through the lens of your mission.

For example, Food is not one of my main categories on Really Pretty Good, but I do enjoy looking for good healthy recipes, and I cook almost every day… so naturally that’s part of my life that I will share. However, since I want to become known for my passion around aesthetics for wellness and not my nutrition expertise, rather than sharing “healthy recipe ideas,” I will try to share my food through the lens of aesthetics for wellness and talk more about fun garnishes you can add to your meals, setting up a calming kitchen environment for cooking, choosing a table setting that feels nice even when you’re casually eating alone, cute fridge storage for leftovers, or maybeee as a last resort, I’d talk about how eating healthily is impacting my wellness in other areas. I won’t share things like “5 Quick Snack Ideas Under 100 Calories” because though I might have some ideas, that’s outside of my mission for this business.

It also really helps to find a structure or repeated series for your content so that you can batch-work. I will share more about that in a new post soon!

Hope this was helpful, and let me know what you thought by leaving a comment or saying hi on Instagram! @mpsmanagement