Stand out as the go-to person or business for what YOU do and how YOU do it.

I'm not for everyone. Neither are you.

Do you

Build a reputation that earns you credibility, sales and opportunities
– built on who YOU are and what YOU stand for.

Penny Lee is a niche brand strategist.

Working with founders and teams across the UK and internationally – helping them find the position, the vision and the words for what they do.

Everyone's shouting. You don't have to. Just get specific – and let the right people find you.

Design and advertising agencies. A creative studio in Amsterdam. Now, The Brand Directoress® – helping others do what she once had to learn herself: get specific, get seen, and own it – without apology. (And honestly, has never looked back.)

More about me

Trusted by founders and leadership teams to find the position, the vision and the words for what they do.

Niche was never about playing small.
It's where you start, not where you stop.
Narrow the focus. Not the possibilities.

Whether it's just you or the whole leadership table – get the clarity. Get the conviction. Be impossible to miss. And bigger than you've let yourself imagine – yet.

Let me show you how

Some of you need a sharp diagnosis. Some need the deep rebuild. Some need someone in the room. However you need me – here's how we work together.

Niche Audit

A focused 90-minute session to find where you're stuck, misaligned or missing opportunities – and agree on the 2–3 things to fix first.

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Niche Strategy
(+ ongoing support)

3 months to build the strategy – your position, your people, your language. Add ongoing advisory support if you want someone in your corner as you put it into action.

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Speaking

Unapologetic event keynotes with fresh takes. Focused team workshops. Facilitation that actually gets people aligned – not just nodding along.

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  • Penny is a wonder. Asks the right questions, listen, 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

  • I'm thrilled Penny gave us her wisdom. She made something that had, until our first meeting, been so difficult to unravel and get right.

    — Paul Hewitt, Owner and Managing Director at Generation Press (B Corp)

  • LOVE what Penny has created for me; direct, honest and unafraid. My site now aligns with how I feel and talk about what I do and why I do it. Exactly what I hoped for.

    — Auriel Majumdar, EMCC Master Practitioner, Creative Coach, Supervisor, Consultant and Educator

  • 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, 5-Star Rated Neurodiversity Speaker and Trainer, TEDx and International Keynote Speaker

  • Amazing clarifying of thoughts. Powerful and productive.

    — Helen Jones, Director at Flux Rotherham

  • Penny got me unstuck and FINALLY able to move forward.

    — Lydia Lapinski, Creative Director

  • Penny's frankness and clarity were incredible. She quickly and accurately got to the root of the big issues with how I thought and talked about my business.

    — Diana Ingles, Founder and Eco-Conscious Designer at Wild Rooted

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.

Building something that matters? You're in the right place.

Listen up

It’s time

Work with Penny