Penny Lee, niche brand strategist taking business owners and their teams from unclear to unmistakable.

Find your position, your people and your words.
Then own it.

Book a Niche Audit

Stop shouting louder. Start standing for something.

You're good at what you do. Brilliant, in fact. So why are you still getting overlooked?

Not because you're not visible. Because you're not specific.

You've been told to show up more, say more, post more.
More noise doesn't make you the obvious choice. Clarity does.

Build a reputation that earns you credibility, sales and opportunities.
Rooted in who YOU are and what YOU stand for.

Start standing for something

I’m not for everyone. Neither are you.

Human first. Building something that matters. Doing it different. Often neurodivergent. Always values-driven.

I work with founders and leadership teams who are brilliant at what they do and done blending in. Trailblazers carving their own path, because the standard one was never built for them.

Not status quo. Not someone else's rulebook. Not here to play it safe.

More about me

Narrow the focus.
Not the possibilities.

Niche is never about playing small. It's 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.

And bigger than you've let yourself imagine. Yet.

I'll show you how

Three ways in.

A sharp diagnosis. A deep rebuild. Someone in the room.

Niche Audit

For founders 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.

Book your audit

Niche Strategy

For founders 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.

See how it works

Speaking

For events and teams that want fresh takes, not filler.

Unapologetic keynotes. Focused team workshops. Facilitation that gets people genuinely excited, not just nodding along.

Book Penny to speak

  • 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

  • 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. Aligning 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

  • 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

vibe bringer

Brand thinker. Vibe bringer.

Design and advertising agencies. A creative studio in Amsterdam. Now The Brand Directoress®.
Everything I've learned, put to work for you.

More about me

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.

Listen up

Ready to be unmistakable?

Start with a Niche Audit. 90 minutes. Clear next steps.

Book your audit