Niches are at the heart of every successful business, product or service.
One of my consulting clients recently asked,
“How can I establish myself to become well known and recognized for what I do?”
There are many different paths you can take to become well known and established.
Just like anything else in the world of being a creative entrepreneur, one-size does not fit all!
But, the quickest route to being recognized, no matter what you do for a living, is to:
- Find a niche
- Focus on that niche; and
- Do excellent work for a long period of time within that niche.
HOW TO FIND YOUR NICHE
The best niche to focus on is one that you feel passionate about.
If you love what you’re doing, you’ll stay dedicated long enough to see success. You’ll also do your best work.
The power of the niche is the old “big fish in a little pond” theory. It’s more likely that you’ll become well known for something when you focus in one small area.
For example, If you love horses, and you focus on painting horses, and you mingle within groups of people who live the equestrian lifestyle, consistently, you will eventually become known as THE artist to go to if you want a painting of horses.
CAN YOU BE ALL THINGS TO ALL PEOPLE?
Never have I heard anyone say “Oh that’s Bob Green; he’s well known for doing everything!”
I know of artists who paint in many different styles and mediums and subject matters; they try to be all things to everyone. But then they get lost in the shuffle, because they are a little fish in a huge pond.
It’s okay to not have a niche, but if you want to become known for something, you have to focus in one area.
Listed below are a few different areas in which you can find your niche:
BECOME KNOWN FOR YOUR STYLE
Some artists have a style that is unmistakable.
You don’t have to see their name on the work to know they did it; artists like Salvador Dali and Picasso. (Whatever you do, don’t become known as the guy who knocks off other artists!)
If you have a distinctive style, you eventually become known for it. See examples below:
GENEVIEVE DOMARATSKY POTTERY: On my wedding day I was given a set of wheel-thrown stoneware pottery from a South Carolina artist named Genevieve. Her style of pottery is so distinct that when in California recently, someone saw one of my bowls and said “Oh my gosh, is that a Genevieve bowl?!”
Genevieve was a big fish in a very little pond; she never had a website, but sold her beautiful pottery out of Pawley’s Island for decades. She has a following of fans who will do anything to keep their collection intact.
ANNE GEDDES AND BABIES: Anne Geddes has taken her passion for babies and combined it with amazing photography. She is known for photographing babies in unique positions!
BECOME KNOWN AS A LOCAL (GEOGRAPHICALLY SPEAKING)
Focus your art or services in one local area.
Become known as “the artist of your town” or the “glass blower of Charleston” and over time, you will be the first person that comes to mind for local projects.
LOCAL WEB DESIGNER : My friend Debbie began San Clemente Website Design a few years ago. She made the decision to focus her services on local businesses. This was brilliant, because now she is known as the person to go to for local entrepreneurs. She has more business than she can handle; and it’s because she has focused her energy (and her knowledge) in one area.
THE STEELE CITY ARTIST: Charles Ott, an architectural illustrator, creates detailed hand-drawn pen & ink illustrations of prominent Pittsburgh and American landmarks. He calls himself the Steel City Artist because he focuses his work on that area of Pittsburgh, and is well known for that.
BECOME KNOWN FOR A LIFESTYLE
Take what you love; a hobby, a passion, a charity; and marry that with your talent to create a niche.
DREW BROPHY, SURF ARTIST: An avid surfer, Drew started his art career as a teenager, painting surfboards. For years, he consistently painted anything surf industry related. Eventually, he became well known in surf. Now he takes his art outside of that industry, riding on the popularity that he established in the niche of surf.
GUY HARVEY, FISHERMAN: Guy Harvey is an excellent example of someone who lives an avid lifestyle and has married it with his art talent. A diver and fisherman, Guy Harvey is one of the most collected artists of sea life alive today.
BECOME KNOWN FOR A MEDIUM OR METHOD OR GENRE
STEPHEN KING: The author known for writing novels that scare us in the middle of the night! King has focused his writing on horror, suspense and science fiction.
JOHN T. UNGER: John has developed a unique style of fire bowls. He creates a sculpture from scrap industrial steel, cutting by hand with a plasma torch at 45,000° Fahrenheit; the result is a beautiful, handmade fire bowl.
THE ART GUY: Artist Guy Birger has made a name for himself by painting on shoes. It started out small, but now he has a huge following. He’s become known as the Art Shoe Guy!
STILL NEED HELP FINDING YOUR NICHE?
If you still need help, don’t just read this, grab a pen and paper. Sit down and have a cuppa tea (or a glass of wine – pick your poison).
Find a quiet spot. Write down and ask yourself the following questions to help you gain clarity:
- What do I love doing most? (think lifestyle, not work)
- Where would I be happiest? (think location)
- What do I really feel passionate about? (think people, places, things)
And then reflect on something you’ve done in the past:
- What project did I do in the past that I really, really enjoyed, and that flowed out of me easily?
- Why was it so easy for me?
- Was it the people, the medium, the project, or something else?
- Where do I WANT to focus my time and efforts?
When I started this blog, I had a few friends advise me to write about general topics that would speak to a wider audience. But I found that when I wrote about the business of art, more people responded to my posts. Now, I’m very comfortable in this niche of helping creative entrepreneurs.
One reason finding your niche is so powerful is because when we focus in one area, and we consistently work on it, we get better and better at it. Eventually, we become the go-to person in that niche.
Please share in the comments, what is your niche? Or are you still looking for it? And what’s your greatest challenge with finding your niche?
Maria
*Here’s a good article for artists: Create a Niche Market for Your Art on Fine Art Tips Blog.
78 Responses
Maria, this was such a timely post for me, since I am actively working on this now. Thanks so much for the tips and advice!
Indigene, so glad that this post is helpful to you – thanks for the comment! If you have any questions that I might be able to help with, let me know!
Hi Maria,
You are right on target with your advice. I chose to paint abstracts only, and love doing so. I become totally involved with the thinking process. Sometimes I think more than I paint.
Gratification comes when someone tells me they knew which painting was mine when visiting a show involving many artists.
I have created a website, http://www.anitadellal.com, and now have to work on creating a blog and newsletter.
Anita
Anita, you have achieved what many artists strive for: style recognition. I checked out your website – your work is beautiful, and you do indeed have a very distinct style. It’s a gift!
Many thanks, Maria. You really “made my day”.
Anita
Maria,
As usual, you’ve pointed out some very helpful tips. Already established in the home design niche, I have merged my architectural knowledge into my art. Thanks again, and see you next week in Florida.
Rick, so glad to hear from you on my blog! Thanks, and yes, looking forward to seeing you in a week!
Great advice, Maria! It is so tempting to try to be all things to all people when working as a commercial artist. I am currently working on focusing in and streamlining my artistic efforts and my business, so this was a very timely and appropriate topic for me. I really enjoy your blog and look forward to your next post:)
Bonnie, I agree that it can be hard to focus on one area, especially when you are a commercial artist. But, you can take both approaches at the same time;
Continue taking on the work that you normally would, but slowly decreasing that over time while gradually increasing the focus on your niche. Eventually, your niche will take over your time more and more and the other stuff will slowly fall away.
Well my pasion is that of sculpting. I work in recycled materiaks like MDF materials. I like to take a design I buy and change not only the style of the design,also make or try and make the project as rustic as I can.I love the look of something old and worn.
Not sure if that qualifies as a niche or not.
Kenneth C Young
Kenneth, thanks for always reading my blog posts! Yes, absolutely, working with recycled materials is a form of a niche, as well as wanting to create a rustic, worn feel.
Thank you so much for this article.
But I have a question: How small do you make your niche? In the past I’ve painting everything, from fairies to portraits in pretty much all mediums. Chasing one shiny stone after another.
I’m now trying to stay to a main subject of horses and main technique as romantic and just using oils (while mostly using oils).
But should I concentrate on one breed of horse? I own an Arabian and a Quarter horse, but as I’m painting the Arabian I’m thinking “wow those Friesens are beautiful oh and don’t those Heavy horses just melt you heart, oh and those cowboys.”
Sorry for the long winded question.
Bonnie, thanks for the question. Your paintings are beautiful and you have captured the inspiring energy of horses in them. As far as concentrating on one breed of horse – that would be a very small niche. However, if you find yourself THE artist of choice of collectors who share the same love for those breeds as you do, then you have found your sweet spot.
You could test it in this way: enjoy painting your favorite breed most of the time, and mix in other breeds as well, and see how the market responds.
As far as “chasing one shiny stone after another” – I had to laugh when I read that, because it’s the perfect description for what I’ve done in the past!
Hey Maria,
Loved this one. I am very grateful for the insightful topics and the well thought out practicals you propose. I am definitely in a long battle with this one. The more work I do, the more I feel my styles and interests merging and that I amy be closer to this goal of finding my ever elusive niche. Looking forward to landing somewhere. 🙂 Thanks again Maria for your help and insights.
Very Sincerely,
Daniel Langhans
Another great article Maria. Thanks ! Always good to read things that keep me on track.
Marty
Great answer – thanks so much – I’ll put it into practise and let you know how things go.
Cheers
Thanks so much for this posting, Maria. It hit home. I think I finally have found my niche (painting with resin) and am, thanks to your blog, retiring my older pieces. Now, should I take them off of my website?
Thanks!
Pat
Maria, This is my first time reading your information. I really liked it. I have been into art for many years but I have just recently found my true passion in my art. I am trying to get a series going so far I have 3 done. You know what your passion is when you start and just want to keep going and finish and start another painting. My new passion is a series called ” Mardi Gras with masks.”
Oh Maria you are such a smart lady!
As always, your advice is absolutely spot-on and each time one of your posts arrives in my mailbox, it’s always an eye-opener and so inspirational. Thanks for sharing your amazing talent!
HI Maria–Enjoyed this article and love that you included *questions we should ask ourselves* –that is generous of you and will be helpful to many, I am sure.
One artist who has found her niche *painting spots*, and who has become an international sensation and wildly successful is the amazing artist Yayoi Kusama. I am not including a link to her, but hope that other will search her name to get find what she has done as a shining example of someone who has found great success doing what she loves and is passionate about!
Hi Maria, I am just entering the world of art licensing and am fortunate to have found a style I love in marine life. You and your husband have been a source of inspiration and guidance since I made the executive decision to become a full time artist this Spring. Thank you for being a positive influence in this industry. I very much look forward to turning my passion into a business!
Maria – Thanks for a great post. I’ve been working on refining my niche for the last two years. One thing I’ve found is you don’t have to know everything about a particular subject. I love doing figurative art and the west in particular, but I find myself gravitating toward the family scenes of the early west. I grew up on the old cowboy westerns and when I started art thought I needed to do cowboys, Indians, and horses. Though I like doing these I find much more enjoyment doing something around the old homestead, like sitting at a table giving thanks, or hanging the laundry on a line to dry. Thanks for challenging me once again to focus on narrowing my scope.
Great Post Maria! With the new website, and everything I learned from you this spring, the timing of the post could not have been better.
This is the very stage I am at. I have tried a little of everything, and now it is time to make the final decision of exactly what direction to go.
I am going to do your suggestions…and if I am still lost you may hear from me. LOL.
hope your years travels was a blast.
hugs
Cyd
Thanks for this article. I’m producing digital abstract images, doing them on aluminum, and only producing one of each image to assure they are unique works of art not reproduced hundreds of times. This is a very narrow niche, and difficult to break through the resistance to “digital” art as real art, and the fact they are abstract. My collectors are loyal, and do pay good prices, but it’s a small niche. I’ve been committed to stay with it over time. It’s tough in this economy, but I feel I don’t want to compromise my standards. Am I cutting my own throat? Thanks, John
John, I don’t know if you’re “cutting your own throat” by keeping your art unique. However, if you aren’t earning enough with this strategy, you might want to rethink what you mean by “compromise my standards.”
it’s noble to have standards, and to stand by them. So you have to ask yourself if selling reproductions would go against your personal VALUES. Do you feel that reproducing art reduces it’s worth?
If so, then you may have to raise your prices to give value to yourself as an artist, and to provide you the ability to continue to create these beautiful, unique works of art.
Or, maybe you can re-think what you consider to be your “standards.” Ask yourself why you hesitate to reproduce your work. Is it because of something you read, or something someone else believes in?
There’s nothing wrong with reproducing artwork; there’s a beauty in making it available to more people. It’s another way of contributing to the world with your art – instead of making it available only to people who can afford originals, you are giving others the chance to own it, too.
Just something to think about. Only you can answer that question for yourself.
Hi Maria! I think my angel may have nudged me on this one–I hadn’t opened this email account today and while taking a break from working on an illustration, I decided to check. I’ve been thinking about this for a while because I do lots of things and while I enjoy the illustrating and the writing and crafting, I know I have to focus on one that will help me with my own branding. I posted an illustration on FB and a friend commented about it being in my signature style. That sort of gave me pause because I hadn’t thought about having a signature style–I do things intuitively.
With your post, I’m once again thinking about that style. I think I will sit myself down later and instead of working on more bits and pieces, I’ll do what you suggest and write things down to help me focus.
Thank you so much!!!
Totally inspiring article Maria. You have no idea how much you help people with your advice. Thanks!
Great examples. I have work to do!
This is a smart article and its concept has worked out well for me. When I started doing art shows back in the early 2000s, I was exploring several subjects matters with my 2D art. However, my zeal for reptiles and whimsical lead me to my niche, which is painting humorous concepts featuring my reptile characters known as Gekkards.
I think Maria stated this perfectly, “If you love what you’re doing, you’ll stay dedicated long enough to see success.” It has taken me 8 years of work to really develop my idea. I honestly feel like I’m just getting started and the really good things are about to start happening for me as an artist.
As Steve Job’s said, “Stay foolish, stay hungry.” And hopefully the best stuff is yet to come.
Joey, thanks so much for your comment! It’s inspiring how you have stayed the course with your Gekkards for 8 years. I love how you say that you feel you are just getting started – because most good ideas do take years to cook before going big!
Thank you for this Maria. More information to keep me focused and confident in the direction my creativity wants to take me. It feels good to have a powerful and genuine connection with the visions I want to bring to life through paintings. I know what’s at the core of what I paint, but there isn’t a clearly defined niche where I know I can reach out with it. It’s archetypal Jungian character art that expresses the unlimited potential in all of us. My goal is to break the molds that confine how people define themselves. It’s an ongoing story about introspection, self discovery and expression (emotions and storytelling). It’s really like a personal journal done with paintings. Is there a “free to be, you and me”/psychological niche? I really don’t know if deep down I would want it to go beyond being a hobby, but I am curious.
Hey Lorenzo, thanks for the comment! Absolutely, what you are doing is a niche. A very unique one. Since you are creating from the heart, rather than the need to generate income, your work will be that much more powerful. Keep doing what you’re doing – it’s very inspirational! I love the messages you give through your art!
Oh Maria! I am soo excited that I found your site! I have been devouring everything I have found on here…. This post is so timely for me! Thanks so much for all the advice….. Because of it I have been really analyzing my style and “niche” for a few days now. It’s something I have struggled with greatly since I am constantly completing commissions for other people… I work full time as a teacher and I hardly ever have time to paint just because I want to or to just play and experiment 🙁
So anyway, thank u so much …. U have helped more than u know 🙂
Sincerely,
Jaclyn
Maria,
Thank-you for this awesome blog, I’m so glad I found you, and look forward to your future posts, yay!
Maria, I am so happy that I stumbled across your blog.
I love what I am doing, drawing portraits in pencil and charcoal, but the market is a very small from what other artists have told me. But, I LOVE to draw. I dream big and I would love to mass market my artwork someday.
I have started my own website: http://portraitartloft.com
Thank you for keeping me inspired.
Love the post, Maria. So on target for me as I prepare to enter my first juried art competition. It was last minute and I almost decided against it but then I thought, “I love expressing myself creatively. People seem to like my work, so why not?”
I’ve spent quite a lot of time and energy finding my niche. I’m still working it out but insightful commentary like yours is very helpful. Thanks!
Thanks for this article! At first read, I was frustrated with myself thinking…”goodness…. I am ALL over the place as an artist” ~ then I read all the comments above and as I was reading one of the things you wrote popped in my head: “do what you love” …which is what I tell my students-and then quickly I was reminded that although I do work in many media (from pencil and watercolor to oils and encaustics)- my style tends to show through and my focus is always women!
I may still need to define other things as my husband (also an artist) seek for our art to SOAR! 🙂
I have 2 different styles in which I am really comfortable with. Would you recommend creating 2 separate websites (1 for each niche) as well as having my main website?
I don’t see any reason why you can’t put both of your styles on one website. Two websites would be a lot to manage, as well as confuse some of your fans who might love both of your styles. Just separate the two on your site for organization.
I agree with you and have been doing that for years. I am just unsure about the niche thing and how to market myself when I have 2 completely different styles!
Thank you for the nudge – you hit the nail on the head. It becomes almost like a weight on my shoulders and makes my head spin…
I am a new reader/follower and love the few things I have had a chance to read so far. This post reminds me to keep brainstorming and painting to figure out what I want to say and what I want my art to say about me. And that it is OK if I don’t figure it out TODAY. Thanks for a great post, now I am off to read more!
Hi Maria, loved reading the post. I’m trying to focus and love painting several subjects, like portraits and landscapes. If you look at my art, what do you think my natural niche would be in your opinion? Thanks, that would help and I would forever be grateful.
Hi Maria, loved reading the post. I’m trying to focus and love painting several subjects, like portraits and landscapes. If you look at my art, what do you think my natural niche would be in your opinion? Thanks, that would help and I would forever be grateful. http://joshualance.com
Hi! I just found your blog and love your articles! I have not found my niche yet but am actively searching. I am a graphic design major having recently become an empty nester I am finally able to pursue my passion. I am constantly finding out I’m good at something that I had no idea I could do. I recently had to draw for the first time in my life and I am good at it! I’m not bragging, I am completely humbled and some of them I sit back and am like ‘wow, did I just do that!’
How do I know if what I do is unique enough or if my style is recognizable?
Hey Maria,
As always wonderful advice!! I’m looking at heading back into the ring for round 2 at chasing my dream, and I always feel inspired when I read your posts!
I am getting ready to graduate from a 4 year college and I have come to realize that illustration is my passion and especially vector art. However, therein lies the problem; there are so many amazing vector artists out there, I am frustrated and upset that I am far from knowing where I fit in. Everyone keeps telling me to ‘just keep at it’ but if you continue searching and searching, eventually you’re just going to go in circles. Thank you for this blog and thank you for saying its okay to not have a solid direction yet. I cried quite a bit today and now that I’ve had my weak moment pass, I’m going back to my stubborn self and figure things out. Just because graduation is coming up doesn’t mean I have to have a solid plan right now. I have a job, a husband, 2 boys and education…I’m definitely on the right track to something. 🙂
This is a very helpful article. I am a illustrator/designer newly graduated and my work is “everywhere”! I am inspired my many things, however I’m passionate about fashion illustration, vintage imagery, packaging and typography. So it’s pretty confusing. I’m thinking that there is a way to combined all these? I think I can make it work – I just still have some soul searching!
Hi there, I wonder if you could be inspired by some of the artists on Etsy – I’m thinking of Kelly Smith (Birdy and Me), creating fashion illustration, wearing vintage themes in a modern way, and packaging your orders in unique packaging with your typography designs – or use typography on your fashion drawings – Etsy encourages creative packaging so it’s just an idea :)) Hope you’re doing well x
That article is so interesting and makes a very nice image in my mind. Thank you for sharing this info with us!..
fantastic words and info, im an artists and my Niche is erotic art, an art agent is meeting me next week and im going to ask her the 5 questions from your youtube vid, im wondering is there any more things that i could ask her? thank you , kind regards
ruth bircham
I was looking at a few well known artists like Audrey Kawasaki and saw how all of her works look as if coming from the same person. Mine don’t and its frustrating. I like art nouveau and children’s stories. I am African American but mt culture isn’t the type to purchase art so…. I appeal to my audience that isn’t African American….I am wondering if such the quandary is what’s keeping me from my niche. Thank you for this post…. I have much to thin about. 🙂
Good Luck finding your path. I would like to say that I live in a community where African-Americans are art buyers and patrons of the arts. Perhaps if African American art is something that you would like to pursue. Start by visiting galleries or museum that cater to that genre of work and get involved. I am sure you would see that the African American market is bigger than you expected.
I just started to look for my art niche. I feel good that I am starting and your article was very helpful. I will stoll through some more things and sites that you have suggested and see what I come up with.
Thank you,
Patrick
Thank you so much, extremely helpful, I just shared your webiste on my Facebook! Much love and blessings!!!
I really liked your tips and advice. Thanks for the ideas I am also starting a blog and was stuck on my niche.
Thank You for this info.
my question is do you build audience w/social media, or content,to find your niche.or is it both ?
Thanks Maria for this post I really needed this because I haven’t found my niche at all . Trying to do something positive with my life at age 22 but yet have I found my passionate niche . I know I’am into video gaming, cooking, and music ( just a little). My main thing I always been passionate about was gaming sadly no colleges here in my state so I have to find my niche in another way I guess ….
Hi Maria, I like very much how you express yourself and i have found your article to be quite delightful and definitely the icing to the cake which i have been in search of. Thank you.
I have a passion for animals, environment, art, ballet, and I am right now an unemployed frustrated person. I have never been able to concentrate on one thing and also make a living. I know I have talent, compassion, and I dont know what to do or how to start. Should I choose one focus and put the rest aside?
Very nice article! I want to start a fashion design business with a friend but we haven’t found our niche market yet. I will try to answer the questions and hopefully we’ll come up with smth!
Hi Maria!!.. This was beyond helpful I’m interested in starting a blog and was struggling to find my niche. You have provided some very helpful advice and tips that I will be using to start me on my way!! Thanks!!