From unclear to unmistakable.

Become the obvious choice for what you do and how you do it.

Penny Lee | Niche brand strategy for businesses doing it differently.

Start here

How unclear becomes unmistakable.

CLARITY.

Know who you are and what you want.

NICHE.

Build your business around it.

VOICE.

Put it out there.

REPUTATION.

Get talked about, sought out, chosen and paid.

Open doors you didn’t know were there.

A gold-colored pen with the words 'BOSS BITCH' engraved on it, resting on a black notebook labelled 'PENNY LEE BUSINESS OWNER', placed on a white surface next to a cocktail glass and a retro peach telephone.

I’m not for everyone. Neither are you.


I work with business owners and teams who are brilliant at what they do.
Trailblazers. Carving their own path, because the standard one was never built for them.


But brilliant isn’t enough if nobody can see it.
You can’t quite say what you do in a way that lands.


The problem isn’t you. It’s clarity.


You’re done blending in, being overlooked and missing opportunities.
Know what you do. Who it’s for. Why you.
Own it. Build on it. Grow on your terms.
Make the difference you’re here to make.


Do you. Start here.

Work with me

Narrow the focus.
Not the ambition.

For the ones doing it differently, on purpose.
Niche is where you start, not where you stop.

WHAT YOUR NICHE GETS YOU

* A business built around you. What you stand for, turned into what you sell.

* Clients who feel seen. Speak directly to the people you’re for.

* Offers that make sense. Niche doesn’t mean one offer. It means focus.

* A message people can repeat. The fastest route to being known for something.

* Pricing power. When you’re the obvious choice, price stops being the question.

* Room to grow. Niche isn’t playing small. It’s the foundation to imagine bigger.

Penny Lee in a black outfit sitting in a modern wire chair with arms outstretched against a white background.

LET’S GET TO WORK.

Two ways in.
1. A sharp diagnosis.
2. A deep build.

96% of clients start here.

1. THE NICHE AUDIT

A 1:1 diagnosis of your niche, words, offers and visuals.
Sharpened in two hours.
£595


Best for founders or teams who need to get unstuck, fast.

See how the Audit works

For when you're ready to go all in.

2. THE NICHE STRATEGY

Positioning, messaging and creative direction
built around who you are and where you’re going.
from £3,950


Best for founders and teams building for the long game.



See how the Strategy works
Penny Lee with slicked-back hair talking on a landline phone, smiling and winking at the camera, with a person holding a hair spray can beside her.

Not sure yet? A 15-minute vibe check call. We’ll talk through where you are and whether to start with the Audit or go straight to Strategy.

Book your vibe check
Black and white close-up portrait of a woman with curly hair and light-colored eyes, looking slightly away from the camera.

My head was full of ideas pulling in different directions. Penny helped me find the thread. She cuts through chaos like nobody else. Working with her has shaped my brand and sharpened my voice, my services and my conviction in what I stand for. That focus has changed everything.

— Ingrid Raphael, Leading Skin Specialist and Founder at SKIN WISDOM®

vibe bringer

Brand thinker. Vibe bringer.

I’m Penny Lee. Niche brand strategist and founder of The Brand Directoress®.
Positioning, messaging and creative direction built around who you are and where you’re going.
25+ years across design and advertising agencies in the UK and the Netherlands.
A creative studio I co-founded in Amsterdam.
Lectured in branding, from Leeds to Chongqing.
Events I hosted in unusual places. People doing business differently.
Now The Brand Directoress®.
Everything I’ve learned, put to work for you.

More about me
A woman speaking on stage at a TEDx event in Warrington, with large TEDx Warrington sign in the background.

Penny is for when you don't want anything wishy-washy. I've been able to develop a message that's progressive and forward-thinking.

— Rachel Morgan-Trimmer, ADHD Documentary Maker, Neurodiversity Trainer, TEDx Speaker

Makeup artist Patrick Bartley is applying lipstick to Penny Lee, who is wearing sunglasses, getting ready for a speaking event.

Book Penny to Speak

Straight-talking. Unapologetic. Loud laugh included.

Talks include: Dare to Niche (and becoming the obvious choice) · Doing Business Differently · From Unclear to Unmistakable

As heard at: CreativeMornings · The Good Life Experience · Makers and Mavericks (Do Lectures) · PechaKucha (Chengdu, China).

Book Penny for your event
Black-and-white portrait of Penny Lee in sunglasses while a stylist applies hairspray behind her

The Podcast.

Niche Talks™

Real conversations with people who chose specific over safe, and what it’s done for them. Honest chats about daring to niche, ditching the rulebook, and fully backing yourself.

Listen up
A smiling woman with curly hair wearing a dark top and a necklace, standing against a plain background.

Penny is a wonder. Asks the right questions, listens, and translates that into something that expresses exactly who you are. I recommend Penny to everyone!

— Sophy Sylvester, Director/Deputy CEO at Darts

Ready to go from unclear to unmistakable?

Start with a Niche Audit.
Two hours to find where you’re vague. Where you’re forgettable. What to fix first.
You leave knowing exactly what to do next.

4 NICHE AUDIT SPOTS LEFT THIS YEAR.
BOOKING CLOSES 10 DEC.
START 2027 CLEAR.

Book your audit
Penny Lee with slicked-back dark hair and light skin, wearing a red jacket, stylist hand holding a hairbrush near her head, standing against a plain white background.