The Simplest Way to Refine a Brand Niche

A Practical Method for Early-Stage Founders

By Golden J. Johnson, founder of House of Golde - SMILE Framework

Why Niche Clarity Matters

Many founders delay choosing a niche because their work feels broadly applicable.

That assessment is often correct.

However, commercial traction depends less on how many people could benefit and more on how easily the right people can recognize themselves in your message.

A niche provides that recognition.

Without it, marketing becomes inefficient and sales remain inconsistent.

The Common Mistake

New founders often describe their audience as “anyone who needs this.”

In practice, this creates three problems. Messaging becomes vague. Marketing systems cannot identify who to target. Prospective clients are unsure whether the offer is meant for them. A clear niche does not reduce impact. It reduces confusion.

A Simple Framework That Works

Niche selection does not require complex strategy. It requires comparison.

Use the following five criteria:

Skill

How well your abilities match the needs of this audience.

Market Size

Whether enough people exist in this category to sustain demand.

Influence

How credible and relatable you are to them.

Likelihood of Competition

How crowded the space is.

Enjoyment

Whether you can work with this group consistently over time.

How to Use the Framework

List your top three potential audiences.

Score each audience from 1 to 10 in all five categories.

Add the scores.

The audience with the highest total is your niche.

This approach removes guesswork and personal bias. It prioritizes alignment over assumption.

What This Solves

A defined niche improves:

• Message clarity

• Marketing efficiency

• Audience trust

• Sales consistency

It gives your brand a clear position in the market and allows systems to work correctly.

Final Note

Most early-stage challenges are not caused by lack of talent.

They are caused by lack of focus.

Define the niche first. Expansion becomes easier later.