Black and white photo of Penny Lee standing and shouting in front of a white paneled wall, wearing a dark long-sleeved suit jacket, a shiny black skirt, high heels, and earrings, with her arms out and mouth open.

Penny Lee.
Niche brand strategist.

‘Find out who you are and do it on purpose.’

— Dolly Parton


Most of us are forcing ourselves into rules built by and for other people. Codes we didn’t write. Business structures we didn’t choose. Leadership styles that were never ours to begin with.

Enough. It doesn’t work. It never did.

Going niche starts with you. What you have to give. What drives you. What change you want to see. Then build everything around that: your business, your brand, your team, your leadership.

Do you. That’s how you cut through.
You’ll thank you (and me) later.

I'm ready when you are
A woman with long, curly hair smiling in front of a white wooden wall.

Penny becomes your bestie. She’ll push you and help you find a better version of yourself and your business. You’ll wonder why you didn’t do it sooner.

— Manpreet Dhesi, Consultant + Founder at Studio Dhesi | B Corp™

Doing it my way.
Helping you do yours.


I’m Penny Lee. Niche brand strategist. I work with business owners and teams in the UK and worldwide to go from unclear to unmistakable. Positioning and messaging built around who you are and where you’re going.

My story so far:
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 in unusual places for people doing business differently.
Now The Brand Directoress®.
Everything I’ve learned, put to work for you.

With an AuDHD mind, I spent years trying to fit systems that were never built for my brain. It didn't work.

So I said: F*ck it, I’m going niche.

Doing it my way changed everything. It's why I spot patterns other people miss, get to the point fast and don't do wishy-washy. It's why I get the founders who can't do it the standard way. And the ones who simply won't.

Now I help you do what I had to learn myself.
Get clear. Go niche. Become unmistakable.
Your turn. Start here.

Work with Penny
A woman with short dark hair wearing a dark striped shirt, holding a white feather in her hands, looking directly at the camera, in black and white.

LOVE what Penny has created for me; direct, honest and unafraid. It aligns with how I feel and talk about what I do and why I do it.

— Auriel Majumdar, EMCC Master Practitioner

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.