I can’t tell you how many times someone has said to me, “I want to start a blog, I just don’t know what to write about?” If I had a dollar for each time, I’d certainly be rich. So, if you are one of those people, this post is for you.
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If you've ever sat down with a journal, a candle, and every ounce of intention you could muster, trying to answer the question "what's my niche?" — and walked away with nothing but a longer list of things you love and zero clarity — you are not broken. You are not indecisive. And you definitely are not alone.
This is, without question, one of the most common things I hear from women who reach out to me wanting to start an online business: "I want to do this so badly, but I have no idea what my thing is."
You've got the wellness girl in you who wants to talk about cycle syncing. You've got the design girl who could talk about home decor for hours. You've got the mindset girl, the money girl, the creative girl, the girl who just wants to write and doesn't care what about. And every time you try to pick a lane, it feels like you're choosing which one of your children to leave behind.
Here's the truth I want you to sit with before you read another word: your niche isn't something you pick. It's something you uncover.
That single reframe changes everything about how you approach this. And in this post, I'm going to walk you through exactly how to do it — not with another generic "just pick a topic" checklist, but with a real process for finding your brand essence, identifying what you're actually known for, and turning your identity into a business that feels like you, not like a costume you put on to look "niched down enough" for the internet.
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Why "Just Pick a Niche" Advice Doesn't Work for Multi-Passionate Women
Most online business advice treats niching down like a math problem. Pick a topic. Pick an audience. Pick a price point. Done.
But if you're a woman with range — someone who has lived a few lives already, who's curious about everything, who feels most alive when she's learning something new — that advice doesn't just feel hard to follow. It feels like it's asking you to shrink.
And when you try to force yourself into a niche that doesn't actually reflect who you are, a few things happen:
You start a blog or an Instagram account about "productivity for moms" and it's technically fine, but you feel nothing when you post.
You freeze before ever launching because you're terrified you'll pick the "wrong" one and be stuck with it forever.
You start ten different projects, abandon them all within a few weeks, and start believing the story that you're just not disciplined enough to finish anything.
None of that is a discipline problem. It's a foundation problem. You're trying to build a house before you've figured out what land you're building it on.
The women who build online businesses that feel effortless — the ones whose content people can't stop sharing, whose offers sell without them having to convince anyone — didn't get there by picking a topic out of a hat. They got there by getting radically clear on their brand essence first, and letting the niche reveal itself from that.
What Is Brand Essence (And Why It Matters More Than Your Niche)
Your brand essence is the thread that runs through everything you've ever loved, every version of yourself you've ever been, and every problem you've ever solved — for yourself or for someone else — without even trying.
It's not a topic. It's not an industry. It's closer to a frequency.
Think about it this way: two women could both build businesses around "wellness," and their brands could feel completely different, because their essence is different. One woman's essence might be structure and discipline — she attracts people who want a plan and a system. Another woman's essence might be softness and permission — she attracts people who are exhausted from rigid plans and need someone to give them room to breathe.
Same industry. Completely different personal brand. Because brand essence isn't about what you talk about — it's about how you make people feel and what you help them become.
This is why "find your niche" advice so often falls flat. It's asking you to answer a surface-level question before you've done the deeper work of understanding your own essence. Once you know your essence, the niche question practically answers itself.
How to Start Uncovering Your Brand Essence
Grab a notebook (or open a fresh note on your phone — no judgment) and sit with these questions. Don't overthink your answers. The first thing that comes to mind is usually the truest one.
What have people always come to you for advice on? Not what you studied. Not what you're "supposed" to be good at. What do your friends, your coworkers, your family actually ask you about?
What's a problem you solved for yourself that you're now weirdly passionate about helping other people solve? This is often the most powerful place to build from, because you have both the lived experience and the genuine enthusiasm.
What do you talk about for free, unprompted, because you can't help yourself? If you find yourself sending unsolicited voice memos to your group chat about a topic, that's data.
What did people notice about you before you ever tried to be noticed? Maybe it was your style. Your intuition. Your ability to make any space feel calm. Your bluntness. Your optimism. These qualities are part of your essence, not just your personality.
If every "shoulds" disappeared — no pressure to monetize a specific thing, no comparison to what's working for everyone else — what would you talk about anyway?
Read back through your answers. You'll likely notice a thread — not a topic, but a feeling or a role you naturally step into. Maybe it's "the translator" who takes complicated things and makes them simple. Maybe it's "the permission giver" who helps people stop overthinking. Maybe it's "the alchemist" who helps people turn a mess into something beautiful.
That thread is your brand essence. And it's far more durable than any single niche, because it can flex across topics without ever losing its identity.
What Are You Known For? (The Question Most Women Skip)
Once you have a sense of your essence, the next step is identifying what you're actually known for — or what you want to become known for.
This is different from your essence, and it's different from a niche. It's the specific, tangible thing people would say if someone asked them, "What does she do?"
Here's an exercise I love for this: imagine someone is describing you to a friend, trying to convince them to follow you or work with you. What are they saying?
"She's the one who teaches women how to actually enjoy budgeting instead of dreading it."
"She's the one who helps burned-out corporate women design their homes so they finally feel like they can breathe."
"She's the one who makes astrology actually make sense for people who think it's silly."
Notice how specific these are. They're not "she does wellness content" or "she's into self-development." They're a clear, ownable statement that separates you from every other woman doing something adjacent to what you do.
If you don't have an answer to this yet, that's okay — it doesn't mean you don't have one in you. It usually means you haven't given yourself permission to claim it yet. Which brings us to the next step.
Choosing a Niche: A Framework for Women With Too Many Interests
Now that you have a sense of your essence and what you want to be known for, here's where the actual niche comes in — and I promise, this part gets so much easier once the first two pieces are in place.
Instead of asking "what's my niche," ask these three questions:
1. Where does my essence meet a real, specific pain point?
Your essence might be "the translator who simplifies complicated things." That's not a niche on its own — but paired with a specific audience and problem, it becomes one. Maybe it's translating financial concepts for creative women who feel intimidated by money talk. Maybe it's translating wellness science for busy moms who don't have time to read research papers.
Your niche lives at the intersection of who you naturally are and a problem people are actively trying to solve.
2. What's the version of this that I could talk about for years without getting bored?
A lot of women pick a niche based on what's trending, and then feel trapped six months later when the trend shifts or they simply grow. Ask yourself: is this topic big enough, and does it matter enough to me personally, that I could still be excited about it three years from now?
3. What do I want my audience to feel, more than what I want them to learn?
This might be the most overlooked piece of niching, and it's the one that determines whether your content and offers feel magnetic or forgettable. People don't just follow you for information — there's information everywhere. They follow you because of how being around your content makes them feel: hopeful, seen, calm, energized, understood.
When you can answer these three questions, you'll notice your "too many interests" problem starts to resolve itself — not because you're forcing yourself to choose one thing and abandon the rest, but because you realize most of your interests were always expressions of the same essence. They were never actually separate. You were the throughline the whole time.
Turning Your Identity Into a Brand (Without Losing Yourself)
This is the part that scares a lot of women, because "building a personal brand" can feel like it requires you to perform a version of yourself that isn't real, or to overshare things you're not ready to share.
I want to gently push back on that fear.
The strongest personal brands aren't built on oversharing or performing. They're built on honest specificity. The goal isn't to tell people everything about your life — it's to be so clear and so consistent about who you are and what you stand for that the right people recognize themselves in you almost instantly.
Here's how to start turning your identity into a brand without losing yourself in the process:
Let your story be the strategy, not the sales pitch. Your lived experience — the version of your life before you figured this out — is not a liability. It's the exact thing your future audience is searching for at 11pm, wondering if anyone else has been where they are.
Stop trying to sound like an expert and start sounding like yourself. The online business world is saturated with people leading with credentials and frameworks. What actually makes someone magnetic is their perspective — the specific, slightly unusual way they see the world that nobody else has.
Give your brand a point of view, not just a topic. A niche tells people what you talk about. A point of view tells people what you believe. "I help women build businesses" is a niche. "I believe ambitious women don't need to hustle to build wealth" is a point of view — and it's the thing people will remember, quote, and share.
Let it evolve. Your brand doesn't need to be a finished, polished thing before you start. It needs to be honest right now, with room to deepen as you learn more about your own essence through the process of actually showing up.
Crafting a Message That Makes Your Niche Click Into Place
Once you know your essence, what you're known for, and the specific intersection where your niche lives, the last piece is your message — the sentence that makes everything click for the people who find you.
A strong message usually follows a simple shape: I help [specific audience] do [specific transformation] so they can [deeper outcome].
But don't stop at the surface-level version. The messages that actually convert and actually spread are the ones layered with your point of view. Compare:
Surface version: "I help women start online businesses."
Message with essence and point of view: "I help multi-passionate women stop treating their range as a liability and start building a business around the thread that's been there all along."
The second one doesn't just describe a service. It tells a very specific woman — one who feels exactly like you did before you had this clarity — that she's found the right person.
Common Questions When You're Trying to Turn Your Passion Into a Business
Even with a framework in hand, a few questions tend to come up over and over when women start this process. Let's clear them up.
"What if my niche changes as I grow?"
It will — and that's not a failure of the process, it's proof the process worked. Your niche should evolve as you deepen your understanding of your own essence. What usually stays constant is the thread underneath it: your point of view, the way you make people feel, the type of transformation you're drawn to creating. The topic on the surface can shift while the foundation holds steady. Women who panic about "picking the wrong niche forever" are usually confusing the surface-level topic with the deeper essence — and it's the essence that actually needs to be right, not the topic.
"What if I pick something and nobody cares?"
This fear keeps more women stuck than almost anything else. But here's the thing — audiences don't fall in love with topics in a vacuum. They fall in love with a specific person's take on a topic. There are thousands of women teaching budgeting, wellness, or personal branding right now, and new ones will succeed every single day, because they're not competing on topic. They're building something nobody else can replicate: their essence, their story, their exact point of view. If you've done the work of uncovering your essence first, "nobody cares" becomes far less likely, because you're not offering a generic version of a crowded topic — you're offering the version only you could create.
"Do I need to niche down immediately, or can I start broad?"
You can absolutely start broader than you think you're "supposed" to. What matters far more than immediate precision is consistency of essence and point of view. Many successful online businesses started as a woman simply showing up as herself, talking about what genuinely lit her up, long before she could have articulated her niche in a tidy sentence. The niche often becomes clear through consistent showing up, not before it. Give yourself permission to start before you have it perfectly figured out — clarity is built through action just as often as it's built through reflection.
"What if my interests genuinely don't connect to each other at all?"
In my experience working with women through this exact process, this is rarer than it feels. Almost always, when we dig into brand essence together, the interests that felt scattered turn out to share a common role you play, a common feeling you create, or a common type of transformation you're drawn to. Interior design and financial coaching might seem unrelated on the surface — until you realize the thread is "helping women create environments, physical or financial, that make them feel safe and expansive." That's not a stretch. That's an essence. If your interests still feel truly disconnected after doing the reflection work, it usually means you haven't gone deep enough yet, not that the thread doesn't exist.
You Don't Have to Choose Between Your Interests — You Have to Uncover What's Underneath Them
If there's one thing I want you to walk away with, it's this: the fact that you have too many interests was never actually the problem. The problem was believing that having range meant you had to pick and abandon the rest of yourself to build something real.
You don't. Your niche was never meant to be a cage. It was always meant to be the specific expression of an essence that's been consistent your whole life — you just haven't had the framework yet to see it clearly.
That's exactly what I built the Feminine Freedom Formula - guide to digital wealth for women, to walk you through. It's not another "pick your niche in five steps" worksheet that ignores everything that makes you you. It's a full process for discovering your brand essence, getting honest about what you're known for, choosing a niche that can actually hold all of who you are, and turning your identity into a brand and a business that feels less like a performance and more like coming home to yourself.
If you're ready to stop circling the question of "what's my thing" and finally get the clarity to build something that feels unmistakably like you, grab the Feminine Wealth Formula here — and let's finally uncover it together.
