Stand out

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

— Dolly Parton

Going niche starts with you.

What you have to give. What drives you. What change you want to see. How you want to do things.

Not a brand template. Not a system built for someone else. You.

Being yourself. And building everything – your business, your brand, your team, your leadership – all around that.

What works for you will always work for others too.

Start with you first. You’ll thank you (and me) later.

A white vase with pink roses, orange flowers, white orchids, and pink daisies, placed on a silver pedestal against a white wall. An old 'F*ck it, I'm going niche' iconic tee draped over the pedestal.
A woman in a black outfit and high heels is standing with her arms outstretched and mouth open, appearing expressive.

The problem with fitting in.


Look around and most of us are doing the same thing: forcing ourselves into rules built by and for other people.

Codes we didn't write. Ladders we didn't choose. Leadership styles that were never ours to begin with.

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

Do you. That's how you cut through.

Stop fitting in. Start standing out.

I'm ready when you are

Doing it my way.
Helping you do yours.


I'm Penny Lee. Niche brand strategist. I work with business owners and teams across the UK and internationally to find their position, their people and their words.

From unclear to unmistakable.

My story so far: design and advertising agencies. A creative studio I co-founded in Amsterdam. Events I hosted in unusual places. People doing business differently. Now, The Brand Directoress®.

I'm AuDHD. I spent years trying to fit systems that were never built for my brain. It didn't work. Doing it my way did.

It's why I spot patterns other people miss, get to the point fast and don't do wishy-washy. And 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 others do what I had to learn myself. Get specific. Get seen. Own it. Without apology.

Do you. That's where it starts.

And you'll never look back.

Work with Penny

  • “Penny literally will become your bestie. She'll push you (in a good way) and help you find a better version of yourself and your business. You'll wonder why you didn't do it sooner.”

    — Manpreet Dhesi, Founder, Studio Dhesi and Dhesi Consulting

  • “Everyone needs a bad-ass on their team. A million thanks Penny.”

    — Jules Caldwell, Founder, The Haberdashery

Woman with slicked-back dark hair, wearing a red jacket, stylist holding a hairbrush near her head, standing against a plain gray background.