The other day, I saw an interesting question pop up on Threads. A self-proclaimed 'multi-passionate' creative was wrestling with a common dilemma: how to blend all of her different pursuits into one cohesive personal brand. She runs a boutique podcast agency handling everything from production to management to consulting, plus she's a voice-over artist, DJ, and hosts her own podcast. Talk about being a plate spinner.

This all came to the surface for her because she’s working with a social media manager now, and because these folks aren’t you, they need some kind of focus to drive the content. And if you're multi-passionate like her (and me), the thought of narrowing your focus to just "one thing" probably sends you into a full body ‘nope’.

Reject the Niche

When we’re faced with niching down, we try to go the other direction. How do I rope everything under one cohesive umbrella that’s clear to my audience- how do I present myself in a way that people ‘get’ everything that I do? And also- still make it feel like me. She sees her favorite personal brands able to blend effortlessly, why can’t she?

Believe it or not, the key to building a cohesive brand isn’t to wordsmith your instagram bio until you’ve reached this magically place of 100% clarity (whatever that means). It also isn’t niching down and stripping away everything that is ‘you’ in favor of bland SEO-friendly content like ‘the best microphones for podcasting’. In fact, building a memorable, multi-faceted brand isn’t hyper-focused on clarity at all.

Unlimited Chances to Connect

See, here's the thing: when you're multi-passionate, trying to cram everything you do into a single post- complete with pain points, desires, and calls to action, all while staying under 500 characters- you're setting yourself up for frustration. It's like trying to tell someone your life story in a 40-second elevator ride. Yeah, not gonna happen.

The beauty of content marketing (and thank goodness for this) is that we get unlimited chances to connect with our audience. Each piece of content is like a breadcrumb leading people deeper into your world. When you try to show everything at once, you’re killing the natural curiosity that makes people want to learn more about you.

I mean, think about your own behavior. When you scroll across someone interesting on Instagram, what do you do?

Naturally, you read the comments, you click onto their profile. From there you look at their bio, maybe watch their stories. Peek at their content, and maybe, if they’ve really captivated you, you’ll click that link in their bio.

“Your content is how you showcase your mission and values. And your offers provide the channel that brings those two things into fruition. Into something tangible.”

Stop Focusing on Clarity

Each touchpoint reveals a little more about who they are, what they're doing, and why they're doing it. That's their brand mission and values unfolding naturally.

Your brand mission is the what and who- what you're doing and who you're doing it for. But if you want a brand that feels authentically you and instantly relatable, you need to dig into your values. What do you believe in? What unique energy do you bring to your industry? What kinds of people naturally gravitate toward you? These are your values in action.

Your content is how you showcase your mission and values. And your offers provide the channel that brings those two things into fruition. Into something tangible.

When it comes to building a cohesive personal brand, stop focusing on if people are going to ‘get it’ and start flexing your mission and your value through your content. And make that really consistent.

Have a Slice of Content Pie

Which leads to the second part of her question: how do you build a brand that feels focused without having to kill off my darlings?

Here's the truth: marketing is built on repetition, it's not an all-or-nothing game. If 10 out of 50 posts are about your new podcast package, that's still repetition. Sure, it's not as concentrated as if all 50 posts were about the package, but you're still dedicating 20% of your content to that offer.

However, keep in mind- if another 10 of your posts are about your cat Mindy (adorable as she may be), that’s also 20% of your content. You might want to consider how much weight you’re giving to your furry friend verses your business offers. If you're serious about building a strong brand, your offers should probably get more airtime than your pet's adventures.

“Stop focusing on if people are going to ‘get it’”

Repetition Builds Reputation

It is far easier to build repetition when you’re only posting about one thing. I mean, you’re kind of forced to. This is where the “sell one person, one thing’ advice comes into play. With a narrowed focus, you’re able to build repetition and be known for something.

There is a huge benefit to selling one offer at one time. It’s easier measure and track, allowing you to see if your marketing is accurate and make tweaks when needed. It will naturally narrow your focus, making you instantly feel less scattered- which when you have a lot of plates spinning it’s easy to get distracted or feel like you don’t have a plan in place. And when you don’t have a plan, the vision you have for your brand feels unattainable.

But still, for many of us a narrow focus just isn’t how we operate. However, just like we can split our content into pie slices, we can do the same with our offers. A great way to get narrow while still wanting to operate a wide scope is to focus on marketing one offer for a set amount of time. 2 weeks, a month and a half, 6 months… whatever works for you. This is called a marketing campaign.

Create Clear Pathways

Think of marketing campaigns as creating clear pathways to specific services or products you offer. Everything else can still exist; it just might not be in the spotlight right now.

So if you're like that original poster and working with someone who needs a focus for your content, pick one service you want to grow right now. But remember - that service only needs to take up a portion of your content pie. If you're posting 10 times a week and decide to dedicate 40% to your focus offer, that's just 4 posts. The rest? That's your canvas to paint with all the other colors of your multi-passionate life.

Because at the end of the day, being multi-passionate isn't a branding problem - it's an opportunity to create something uniquely you. It's about finding the right balance and presentation strategy, not about simplifying who you are to fit into someone else's box.