Why Niching Down Isn’t Always the Answer: A Lesson from Beyoncé’s Grammy Win

Beyoncé made history at the Grammys, becoming the first Black woman to win Best Country Song. But it was her acceptance speech that truly stood out:

"I think sometimes genre is a cold word to keep us in our place as artists, and I just want to encourage people to do what they're passionate about."

She nailed it. While labels like "genre" help categorize music, they can also box artists in, limiting creativity and expectations. And this applies to business, too—especially when it comes to the idea of “niching down.”

I’ve always resisted niching down my audience, even when it goes against popular belief.

For years, we have been told those who niche down are the "experts." This means they only focus on a hyper-specific audience and work only within one industry. But what if that approach is actually holding you back? What if, instead of creating a brand that’s unique to you, you end up with a cookie-cutter version of what’s already been done?

Because when you only hire experts who specialize in your industry, that’s exactly what happens. You end up with a recycled playbook that doesn’t truly fit your business.

Instead of building something tailored to your strengths, values, and long-term vision, you get the same repackaged strategies that worked for someone else.

The Problem with Hiring Experts Who Are Too Niched Down

It Creates a Cookie-Cutter Effect

Industry-specific experts tend to rely on the same trends, tactics, and frameworks that have worked for others in your field. Instead of curating something uniquely aligned with your brand, they replicate what’s already been done—leaving you with a brand that feels generic rather than original.

You Might Box Yourself In

Just like Beyoncé refused to be confined to one genre, your business should have the flexibility to grow and evolve. But when you work with hyper-niched experts, you often get strategies designed for a very specific type of business. What happens when you want to expand? If your foundation is too rigid, pivoting can feel impossible.

What to Do Instead

Work with Experts Who Understand Branding, Not Just Your Industry

Instead of choosing someone who only works with businesses like yours, find experts who bring a fresh, strategic perspective—one that’s tailored to you, not just your industry. 

Focus on a Core Mission

Your brand should be built around a purpose—not just an industry category. When your mission is clear, you can serve a variety of clients without losing your identity.

Allow Room for Growth

Your business will evolve, and your branding should allow for that. Instead of following industry trends that will feel outdated in a year, invest in a strategy that has longevity and flexibility.

At the end of the day, your brand isn’t just about fitting into a niche—it’s about making an impact. Beyoncé didn’t let “genre” define her, and neither should you.

Ready to build a brand that stands out and grows with you? Let’s talk.