Niche Brand Strategist for Businesses Doing It Differently
From unclear to unmistakable.
Get specific. Get seen. Own it. Unapologetically.
Build a reputation that earns you credibility, sales and opportunities.
Rooted in who you are and what YOU stand for.
Stop shouting. Start standing for something.
You’re good at what you do. Exceptional, in fact. But you’re still not the first name people think of.
Not because you’re not visible. Because you’re not specific. Not in your positioning. Not in your messaging.
You’ve outgrown “we do a bit of everything”. You can’t say what makes you different in one sentence. Ask your team what you do, and you’ll get five answers. You’re judged on price when you should be the perfect fit. On the list, not top of it.
You’ve been told to show up more, say more, post more. More noise doesn’t make you the obvious choice. Clarity does.
Niche isn’t smaller. It’s sharper.
Find your position, your people and your words.
Then own it.
I’m not for everyone. Neither are you.
I work with business owners and teams who are brilliant at what they do and are done blending in. Trailblazers carving their own path, because the standard one was never built for them.
Human first. Purpose-led. Doing it differently. Often neurodivergent. Always values-driven.
Not the status quo. Not someone else’s rulebook. Not here to play it safe.
Do you. That’s where it begins.
Narrow the focus.
Not the possibilities.
Niche is where you start, not where you stop.
Whether it’s just you or the whole leadership table: get the clarity. Get the conviction. Be impossible to miss.
Then go bigger than you’ve let yourself imagine.
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
Three ways in.
A sharp diagnosis. A deep rebuild. Someone in the room.
Niche Audit
For business owners who know something's off but can't pin it down.
90 minutes to find where you're stuck, misaligned or missing opportunities. You leave with two to three things to fix first.
Niche Strategy
For business owners and teams ready to build, rebuild or refocus.
Three months to shape the strategy: your position, your people, your words. Plus the offers and platforms to carry them. Add ongoing advisory if you want someone in your corner while you put it into action.
Speaking
For events and teams that want straight talk, not fluff.
Unapologetic keynotes. Focused team workshops. Facilitation that gets people on board, not just nodding along.
Topics: Daring to niche. Standing out without shouting louder. Doing business and leadership on your own terms.
As heard at: CreativeMornings · The Good Life Experience · Makers and Mavericks (Do Lectures)
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, A creative health and learning organisation
vibe bringer
Brand thinker. Vibe bringer.
I’m Penny Lee. Niche brand strategist and founder of The Brand Directoress®.
25+ years across design and advertising agencies in the UK and the Netherlands.
A creative studio I co-founded in Amsterdam.
Lecturing 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.
My head was full of ideas pulling in different directions. Penny helped me find the thread. She cuts through chaos with rare precision. Working with her didn’t just shape my brand. It sharpened my voice, my confidence and what I stand for.
— Ingrid Raphael, Leading Skin Specialist and Founder at SKIN WISDOM®
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, fully backing yourself.
Ready to be unmistakable?
Start with a Niche Audit. 90 minutes. Clear next steps.