When I first started creating content, I was stoked. It was hyper creative and my goals were big. But I kept running into the same problem…or rather, the same question: what the hell is my niche?

I could never settle on one niche for long. I would go hard on one particular theme, only to switch things up two months later (I called it brand spaghetti).

Ultimately, I ended up with three IG accounts, a couple YouTube channels, three websites and a library of unfinished projects, offers and homeless ideas.

I couldn’t pinpoint who I was because I am many things. This is what it feels like to be multi-passionate.

So I’ve spent the last year(ish) searching for a solution, which I’m sharing here in this guide.

It’s called the Creative Core system. Essentially, it doesn’t force you to choose any single thing, but instead organize stuff in a better way. It’s based on three main levels of focus:

Primary niches
Supporting niches
Tertiary layers

This system has given me a lot of clarity. So I hope it helps you too.

Do I Need a Niche?

No…but also sort of.

We live in an era where you are the niche. Some call it the niche of one.

The niche of one perspective means all aspects of you and your life are the niche, which together create your personal brand.

From the movies you watch to where you shop, everything is a layer that creates a rich tapestry for content, branding, voice and more.

This is an awesome approach to personal branding. It leads to a lot of nuanced authenticity.

But still, having a niche (or at least, some key identifiable aspects about yourself) helps a lot.

It makes it easier to plan content, create projects and rank in search engines or LLMs.

So, do you really need a niche (in the traditional sense)? Yes no.

(don’t worry, my system lets you do both—more on that later though)

What’s My Niche Again? The Problem With Niching Down

“If you’re multi-passionate or creative, the idea of cornering yourself into one area…forever…is unacceptable!”

Niching down has been the go-to advice for decades. There’s momentum against it, but the idea still lingers front and center.

In many ways, platforms, algorithms and branding strategies are built on top of this niche-down idea.

They’re craving a clear and concise answer to “So, what do you do?”

But if we’re being totally honest (and human) with ourselves, that answer was never simple or singular. Personal branding is not another job title to share at the next dinner party.

But a simple shift from “What do you do?” to “Who are you?” is a nice starting point.

The problem with niching down is it largely ignores that core question.

So if you’ve struggled with clearly defining who you are (within a niche paradigm), then my Creative Core system might help.

How to Find Your Niche As a Multi-passionate (the creative core system)

The Creative Core system lets you embrace all your creative sides…but also forces you to dial it in (a bit).

It’s the branding version of having your cake and eating it too.

Here’s how to use it.

Map Out Everything You Do / Love

The first step is to identify your favorite niches and domains. You may already have a good idea about this (it’s just the choosing part that’s hard).

So for now, just jot down everything you can think of.

Level One (primary cores)

After listing all your potential niches, it’s time to define the most important ones. These are your primary level one core domains.

It’s the stuff you want to be most known for. The first things listed on your bio pages. The lead character(s) in your brand movie.

And here’s the good news, your creative core may be more than one niche. It is for me.

My artist persona has two creative cores: music and art (I blend the two).

So if you feel drawn to more than one niche, that’s okay (and expected if you’re multi-passionate).

Blending your core niches together into something cohesive and truly unique is part of the fun.

But if you’re struggling to decide which of your things are the core ones, there are a few “signs” I like to use.

Your creative cores tend to:

Feel like play
Bring you lots of joy
Put you in a flow state
Get noticed by others
Come naturally or feel intuitive
Feel like a non-negotiable in your life
Make you feel guilty when you don’t practice them

Answer this:

If you could only be known for two creative things, what would they be?

Level Two (supporting layers)

You’re multi-passionate and you have many layers to your personality, talents and interests.

Luckily, you don’t need to abandon all these different aspects of yourself.

Level two creative cores are additional layers that help you deliver or build your brand in a more interesting, creative and authentic way. They’re the supporting characters in your brand movie (integral, but not the lead).

Going back to my example, music and art are my primary creative cores. But video and writing are my secondary ones. These niches support my primary ones (for content delivery mostly).

Keep in mind that this is all flexible too.

Your secondary niches may evolve into primary ones someday (like the supporting character in a movie getting their own film because the audience loved them).

Or you may develop a whole separate sub-brand for these passions (if you’re interested in a multibranding strategy).

But for now, just try to pick out the second tier niches from your list. Think about how these extra passions can support your core niches (but not steal the spotlight).

Answer these:

What secondary niches are part of your process and work? And how can they support your primary creative cores?

Are there any mediums or tools you always use to express your core identity?

Level Three (themes)

Your level three cores are tertiary things that add color and thematic elements to your multi-passionate brand.

Level three niches are like the genre, style or vibe of your brand movie. This list may be longer and include subtle things (like Easter eggs in a film).

In my artist brand, my level three niches are pretty dang diverse: travel and nomadism; fashion; design; urban and zine aesthetics; pop punk; skate-snow-surf culture; anthropology; carefreeness; deep esoteric topics.

These themes pop up consistently (in my life and in my work). They direct the whole vibe, look and feel of my branding and creativity.

They’re often motivators for my projects and represent nuanced elements of my personality, interests and lifestyle.

They’re my passions and I feel very much apart of these niches. But they’re more like color on the canvas. Or the soundtrack to a movie (sometimes even the script).

Level three niches are your brand throughlines.

Answer this:

What moods, lifestyle traits, aesthetics or cultural interests underly or inform your creative world?

What’s My Niche? The Essential Guide for Multi-passionates