From unclear to unmistakable.
Penny Lee | Niche Brand Strategist for Businesses Doing It Differently
Build a business around you and what you stand for.
Start standing for something.
You’re good at what you do. But you’re not the first name people think of.
You’re not specific. Not in your positioning. Not in your messaging.
You can’t say what makes you different in one sentence.
Ask your team what you do, and you’ll get five answers.
You’re judged on price, not fit.
On the list. Never top of it.
Clarity and conviction aren’t risky anymore. They’re necessary.
Find your position, your people and your words.
Be the obvious choice for what you do and how you do it.
Build a reputation that gets you talked about, sought out, chosen and paid.
Open doors you didn’t know were there.
I’m not for everyone. Neither are you.
I work with business owners and teams who are brilliant at what they do and are done blending in.
Trailblazers carving their own path, because the standard one was never built for them.
Human first. Purpose-led. Often neurodivergent. Always values-driven.
Not the status quo. Not someone else’s rulebook.
Do you. That’s where it begins.
Narrow the focus.
Not the ambition.
For the ones doing it differently, because it matters.
Niche is where you start, not where you stop.
Niche doesn’t mean one offer. It means every offer makes sense.
Get specific. Let your people find you.
Then go bigger than you’ve let yourself imagine.
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, Neurodiversity Trainer, TEDx Speaker
Three ways we get to work.
A sharp diagnosis. A deep rebuild. Someone in the room.
Niche Audit
You know your business inside out. That’s exactly why you can’t see it.
Where you’re missing opportunities. Where you need to realign.
90 minutes. One sharp outside eye. We find the red thread, make the call and you leave with 2–3 priorities to act on right away.
Niche Strategy
You’re too good to sound like everyone else.
Who you’re for. What sets you apart. How you say it.
Three months to build, rebuild or refocus, then carried into your offers, website and brand presence. For founders and leadership teams ready to reposition properly.
Speaking
Your room won’t leave the way it came in.
Keynotes. Workshops. Away days. Hosting and panels.
Straight-talking and unapologetic. Get people fired up and ready to move.
On doing business differently. Daring to niche. Moving from unclear to unmistakable.
As heard at: CreativeMornings · The Good Life Experience · Makers and Mavericks (Do Lectures). PechaKucha (Chengdu, China).
My head was full of ideas pulling in different directions. Penny helped me find the thread. She cuts through chaos like nobody else. Working with her has shaped my brand and sharpened my voice, my services and my conviction in what I stand for. That focus has changed everything.
— Ingrid Raphael, Leading Skin Specialist and Founder at SKIN WISDOM®
vibe bringer
Brand thinker. Vibe bringer.
I’m Penny Lee. Niche brand strategist and founder of The Brand Directoress®.
25+ years across design and advertising agencies in the UK and the Netherlands.
A creative studio I co-founded in Amsterdam.
Lecturing in branding, from Leeds to Chongqing.
Events I hosted in unusual places. People doing business differently.
Now The Brand Directoress®.
Everything I’ve learned, put to work for you.
Penny is a wonder. Asks the right questions, listens, and translates that into something that expresses exactly who you are. I recommend Penny to everyone!
— Sophy Sylvester, Director/Deputy CEO at Darts
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.
Ready to be unmistakable?
Start with a Niche Audit. 90 minutes.
It shows you where you’re vague. Where you’re forgettable.
Where to sharpen. What to do next.