Ep#127 You're Not Scattered. How to Build Your Brand Without 'Niching' Down

You have been told to niche down so many times you're starting to believe the problem is you. It isn't. In this solo episode of the I Am That Content Creator Podcast, Kristen Werner gets honest about the guilt multi-passionate, ADHD and neurodivergent women carry for refusing to be one thing, and why the algorithm trained you to feel scattered for it. Here's what nobody selling you a niche will say: you don't need to pick one lane. You need a through line. That single thread connecting the vineyard, the gym, the AI, the side hustle and every other passion you've been told to hide. Pull it, and your content stops looking all over the shop and starts making sense. Kristen breaks down how to build a dynamic personal brand around your through line, why your core offer is the trunk of the tree and every passion is a branch, and how to create content that actually connects with your audience. If you're a multi-passionate woman who refuses to niche down, start here.

WHAT YOU'LL LEARN IN THIS EPISODE

• Why multi-passionate and ADHD women feel guilty for not niching down, and why it's the algorithm talking, not the truth
• What a through line is, and how it connects all your passions into one personal brand
• How to build a dynamic personal brand without picking one niche or splitting yourself across separate accounts
• The trunk and branches model: how one core offer frees you to chase every other passion without the guilt
• How to create content that connects with your audience instead of looking scattered
• Why you keep creating content even when the views are low, and what it's actually building

EPISODE TIMESTAMPS

• 0:21 Why this episode is solo, recorded on her phone on the drive home
• 1:10 How Kristen and Mia use AI to support busy, neurodivergent brains
• 2:20 The real reason you feel guilty for being multi-passionate (spoiler: it's the algorithm)
• 3:50 What a through line is, and how it makes all your passions make sense
• 9:33 The pigeon incident, and why she refused to edit it out
• 10:14 Why your content should be about your audience, not you
• 14:09 The trunk and the branches: how a core offer lets you play
• 18:24 Your homework: find your through line and never stop creating

🪩 JOIN OUR EVOLUTION COACHING PROGRAM:  👉 hivehubcollective.co/evolution

🤖 FREE AI RESOURCES:  👉 hivehubcollective.co/free-resources

🤖 JOIN OUR HIVE AI MEMBERSHIP:  👉 hivehubcollective.co/hiveai

🎥 UGC SKILLS PACK 👉 hivehubcollective.co/ugcskillspack

Follow Us:

• Instagram: @hivehubcollective
• TikTok: @kristenwernercoach & @dopaminedelivered

Products We Recommend & are Affiliates for:

• 14-Day Free Trial at STAN STORE
• Get OPUS Clips for your Social Media
• Get our Referral Code to Riverside for Podcast Recording
• Sign Up with BuzzSprout for Podcast Hosting

Transcript

Welcome And Why It’s Solo

SPEAKER_01 0:21

Sometimes content just has to come out of you, and for me, creating the podcast is something I love. But there's always the perfect time or the perfect place. I'm Krista Weber, your host here at the I Am That Content Creator podcast. I'm the co-host. Mia and I usually do a podcast together, but to be honest, our lives have just been chaotic and busy, and Mia's moving house, and we've got more farm things than we know what to do with right now. I own a vineyard, in case you're wondering. But that's the farm stuff I'm doing. And we're also just bringing into our business more of the AI. We've been doing AI in our business for about three or so years, really ever since it kind of came to the forefront. I'm dyslexic. I've been using it to support me, to help my ideas flow, to take my creativity and pop it somewhere so that it can kind of be like, hey, cool, that idea that you had, it lives here now. So you don't have to hold it in your brain anymore. You can kind of drop that tab and just

AI Support For Busy Brains

SPEAKER_01 1:10

know that it's here when you need it, which is what me and I are obsessed with when it comes to AI. But more recently, we've been upscaling a lot to support our members inside evolution around AI with Hive AI. And it's simply just making sure that the processes we have in evolution have a beautiful AI aspect that our members can use to fast track them to where they need to be by using our principles and our systems inside evolution to get them there. So, you know, we've been doing a bit of both of them and working with businesses around helping them implement and set up their AI so that they can also work a little bit smoother. And so we've been doing a lot of stuff, you know? Busy lads, busy lads, busy ladies. I was gonna say busy bitches, but I didn't. Busy ladies. So what I wanted to jump on here quickly to I hate that, jump on here. No, what I wanted to talk to you about is I'm coming back from the shops. This is where, like, obviously, when I'm in the shops, my brain's in a different place, and then I get in the car and like, ooh, must tell you things. And that's what's

Recording Imperfectly On The Go

SPEAKER_01 2:05

happened. So I drive home, uh, we're in rural, so it's like 20 minutes drive home from the shops. I put my headphones in, I do it on my phone, and this is about being imperfect. You don't have to have the perfect podcast set up to make this happen. You can make it happen on the go if you have a message message

Algorithm Guilt For Multi-Passionates

SPEAKER_01 2:20

to share with your people. And so my message today is around the guilty feeling of being multi-passionate and multi-brilliant and ADHD neurodivergent, right? Actually, when I say guilty, do you know what it really is? It's the fucking algorithm, if I'm brutally honest. It makes you feel guilty for not being one niche, guilty for not being one thing. And you have coaches and gurus telling you left, right, and center, that you must stay in one land and you must talk about one thing and you must be one niche. And if you're not, you won't be successful. And look, there's truth to some of that. But if you are multi-brilliant and you are not neurotypical and your brain works differently, then you have this guilt piled on top of you that says, oh yeah, you know that you really want to do this and you want to talk about this topic because it lights you up and you're passionate about it. But hey, your content won't do well, people won't care, people won't like, they won't follow, they won't comment. And so you go, I better not. I better not. I better stick to the same thing and do it over and over again until I get so uncomfortable with it that I don't want to do it anymore. And I throw in the towel or I see a shiny object and think, you know what, that would be better. I'll go and do that because they're successful over there doing that thing. So if I go over there and do that thing, that'll be better than the thing I'm doing now. And so the guilt, I suppose, around what the algorithm is training us to do is if your content does shift pillars, does shift content buckets, does change a bit, no, the algorithm doesn't always reward us. But I suppose what I want to share with you is that if you're not creating content about

Building A Through Line That Connects

SPEAKER_01 3:50

what lights you up, what's the point? And as somebody that has been online building brands and businesses for over 10 years, I've worn many a hat. I've stayed in niches and I tried to do that, and then I've had to create separate accounts in order to fulfill that niche. And that hasn't sustained me, it hasn't provided me the personal brand of the community that I ultimately wanted. And the second that I went, hang on a minute, I am all these things. I am Kristen Werder, the mum. I am the vineyard owner and farm girl who loves to get a mungster in the mud and ride a motorbike and be filthy and do all those things. I'm also the one that loves to get dressed up, dressed how you need to feel, and be the corporate girly, if you will, and you know, run workshops and speak on stages. And I'm the Christian that enjoys to build AI. I'm the Christian that enjoys to build online businesses, I'm the Christian that enjoys to help small businesses thrive, I'm the Christian that also enjoys fitness and believes that moving your body for mental health is the greatest fucking gift you can give yourself. And I'm all of those things, and I will not dim one of them because the algorithm tells me, nah, maybe you shouldn't. And the reason that I say that is because when you understand your through line and when you understand that building a through line is the core, the little thread that when you pull, it all comes together. And what we do inside evolution is we help our members understand their through line thoroughly to the point where we come back to it often. Because what I will guarantee you is that through line is what makes all of those multi-passions make sense. And it might be that it only makes sense to you, but it's gonna make sense to how you build your content. It's gonna make sense to why you want to build that kind of content. It's gonna make sense to how you share that content so that you become magnetic to the world around you. And when you become magnetic to the world around you, that's when you build a following. That's when you build a ride or die community that have no fucking idea why they get you, but they get you. And they go, I need to be in her world. I don't know why. I like the vibe, I like what she's putting down, I'm picking it up. It's it feels good to me. It's like putting on a really comfortable jumper or a pair of pants or something like that. You just go, I don't know why. I love these, but I just feel good in them. And that's what your content needs to do by building a dynamic personal brand around your through line. And so if I go back to all of my ventures and all of those different pockets that I was just talking about, the through line for me is about wanting to build connection, wanting to build community, wanting to share what lights me up, that makes my life easier, more simple, so that that can support you and help you in your journey. And so if I go back to my through line, for example, and look at all those different things. When I share about those different topics and those different subjects that light me up, it's because in each single one of them, I know that by sharing that topic and that story, what I'm doing is saying it's possible. You can do this. You can do this and it can light you up. You can do this and enjoy it, you can do this and build that. It's about, for me, my through line is it's got a different kind of brilliance in terms of I've always got to the point of when someone says, Oh, I can't do it. That's my moment where I'm like, Yeah, you can. Let's figure it out. Let's find a way that it is possible for you. Let's look at what you've got and lay it out on the table and figure it out. Because it is possible for you. We just have to figure out how. And that for me is my through line in terms of what I'm passionate about when I work with our community, what I'm passionate about when I work with people in evolution, when I work with my coaches, when I make my community, when I work with small businesses, they come to me with a problem. And my through line and my passion and my purpose is to untangle your mess and go, it's okay, we'll figure it out. We'll make it simple. We'll make it easy. We'll make it so that it is possible. And that's true, even if in we have our wedding business that we run, it's a bespoke wedding business. So I have couples come to me like, I don't know what I want to do, I don't know how to do it. I feel so overwhelmed. Cool. Just take a seat, just take a big deep breath. We can do this. And they leave, going, oh my God, this is this feels so easy. Yeah, it is easy. We have members coming to evolution in balls of chaotic mess, going, I don't know where to start and what to do and where, where, whatever. And the questions start flying at us. And you could see the overwhelmed just building in their shoulders and that tension building. And it's as simple as, okay, well, just let's have a look at it all. Let's look at the entire landscape, let's deconstruct it, and then let's rebuild it. Simply. Let's take aspects and moments and let's rebuild them so that it makes sense to you, so that it feels possible, so you can take one step. You know, we've had members come in that have said, I don't know, I want to do this, but I want to do this, but I don't think that my brand aligns with that. So maybe I should go and do that. No. We'll figure out your through line. We'll figure out what that is. And once we've got that and we've pulled that little string and we can see that through line, then we start creating content about that. We start sharing our purpose through that, through that message of that through line, and we start to build it. And when it comes to content, we must remember that we are selfish creatures. And so at the end of the day, I go on social media, you go on social media to find out what's in it for you. I go to find out what's in it for me. That's just human nature. So we don't have to pretend that's not happening. We don't usually go to social media and think, geez, I can't wait to see what buddy Steph's doing today. I can't wait to see what information she's learnt and that she's enjoying in her world so that she can become a better coach. Can't wait for that. No, it's not, it's not the way it works. The way that works is I can't wait, it was probably not what you're saying, but you go to social media and think, I wonder what Steph's learned today that I can take, that I can add to my business, that I can use. I wonder what is is working for her so that I can have it in my life. And that's there's no shade to that.

The Pigeon Incident And No Edits

SPEAKER_01 9:33

Hey, look, I'm just gonna stop the podcast because there's pigeons on my roof and I'm about to blast them. Sorry. That was not somebody having an accident. I literally just got home. This is quite the ADHD moment, isn't it? I literally just got home. And there was like 50 or 60 pigeons on my roof. Nah, mate, we're not doing that. You're not roosting at my house. Catch you later. So that's what that toot was about. And most people would edit that part of the podcast. I'm not going to because I feel like it just showcases just how we're all wired a little bit differently. So, going back to where I was actually at when we started this conversation, where we were before the pigeon incident, is when we are doing social media, we are being

Make Content About Them

SPEAKER_01 10:14

selfish. And so when you create your through line and when you are building your dynamic personal brand, yes, it's about sharing your story and your message and your through line and your personal brand to build connections with people. But it's about understanding how your dynamic personal brand, how your through line has built you, yes. But how does that story connect to people around me to bring them into my atmosphere? To say to them, hey, look, I get you, I understand you, I've been there. And when we're building a dynamic personal brand and we're we're hoping that that what we are creating is bringing people, we're business owners, we're bringing people into our world. We want them to like, to comment, to follow, to buy, to get on our email list. We're asking them to do something with our content. And so when we do that, we just need to shift that thinking instead of oh, if I post that, you know, one day I'm working out in the gym and the next day I'm in the vineyard, oh, people are gonna think I'm scattered. And, you know, I've had these conversations that, oh, I need to have just one message because I'm just gonna look all over the shop. But it's about okay, thinking about my through line. So my through line is about, yes, it's possible, you can do this. So if I'm in the gym, I'm thinking the reason that I want to share this message is because as an entrepreneur, I truly believe that you need to move your body for mental health. And I truly believe that when you do move your body, you are building positive self-talk. And as an entrepreneur and a multi-brilliant, multi-passionate ADHD person, we need positive self-talk. And so when you're in the gym and it's getting really hard, instead of thinking, I can't do this, oh, this is too hard, oh, I don't know what to do next. Oh, I'm it's too much for me, I'm too it's just too hard, and I just I just want to stop. What we need to start doing is start to talk to ourselves positively and think, I can do this. Five more steps, ten more steps, you can make it. Just give me five more seconds, just see if you can do one more rep. You start building that positive self-talk. So therefore, when I'm sharing content in the gym, when I'm working out, because that's when I'm at my most passionate, rawest, bestest self, I always think, okay, if I'm sharing this content with my community and sharing my dynamic personal brand and my through line, it's about encouraging other people to know that when you move your body for mental health as an entrepreneur, what you're doing is fueling positive self-talk. And why do we need that as an entrepreneur? Because it's lonely, it's hard. There are times where you just think, I want to give up, I've had enough. So, therefore, that is how that message is turned around that I'm just not getting on there and be like, hey, look at me, I went to the gym today, I'm amazing. Because that's not going to resonate with most people. They don't really care if I'm at the gym working out because they're just going to feel guilty. So, how is the message that I'm sharing, because of my dynamic personal brand and all the different areas in my life that I've got, how is that helping and implementing them and giving them something that they can work on during the day? And then that the same goes for if I'm out in a vineyard and I'm doing something in the vineyard. It's not, hey, look at me, I live on a vineyard and today I'm checking the wiring. That's not interesting. I mean, it might be interesting, but it's not interesting to the community that I'm building because it doesn't resonate with most people that that's how their life works. But for me, the through line and my personal brand and what I'm trying to build is about the reason that I build online business. The reason that I'm obsessed with helping other people do it is because it's allowed me the freedom to stay at home with my kids, to be a stay-at-home mum and a working mum. It's allowed me to work out in the vineyard when my husband's not home. I can do some stuff here, I can do some stuff there. I love being outside. That's part of my personal brand is being the farm girl, if you will, as part of it. And what I'm showing people is the reason that I can do this is because I did that. And how I got there is doing X, Y, Z or whatever that looks like. And so hopefully, what I'm trying to get to in this episode, apart from the pigeon incident, is that there is guilt we carry about being multi-passionate.

Core Offer With Branches To Play

SPEAKER_01 14:09

There is guilt that we carry about being ADHD and shiny object and looking over there. But if we can ground ourselves, and this is what we do inside evolution, is we ground ourselves in the core offer, the trunk of the tree, that thing that keeps you steadfast and steady. And that for us is building evolution and building that community that is our core community and our core thing that we love to work on inside that community. And then the branches of that tree are allowed to be unique, are allowed to be different. That's where you get to play. That's where you can build the multi-passions. That's where I might go and do some personal training with some of the mums from school because I love it and I'm obsessed with it and I'd love to share it with them. It might be that we start adding more to Hive AI and we start building that. We might start doing more workshops, live events. They're all branches in a tree that allow Mia and myself, who are multi-passionate, ADHD, Eurodivergent, to play. We're playing up here and fuck, we're having fun because the core offer is there. And we've built our dynamic personal brands kind of around that core of what that means. And when we create content, it's not all over the shop and makes no sense. It does make sense because you bring that story back in from your through line. It is the connection piece. And right now, in my mind, if you just shut your eyes for a second, unless you're driving, please don't do that. If you just imagine that you've got a beautiful, I don't know, cashmere or woolen jumper on. It's not a scratchy one, it's so soft and and luscious. But you've got that on, and all of a sudden, you just find this little thread, and you're like, oh, and you pull that thread, and as you're pulling that thread, it's becoming longer and longer. But what's happening behind it is it's bunching, right? The the the shirt, the jumper, whatever it is, it's starting to bunch up. So if you imagine your through line, you just start pulling it, and all of a sudden your content starts bunching up. It makes sense, it comes together. It is more cohesive than you imagined. But if you don't pull that thread and you are just throwing content right out into the universe that has no connection and is all about you and what you're doing and how it helps you and how your life is, then the thread isn't bunching up. It's just a thread. It's just lying on the ground. But as soon as you start to understand that through line, and like I said, that's what we do inside evolution. If you want to know about more about evolution, drop into the DMs either at I am Christian Werner or Multi Brilliant Project and let us know. But if you pull that through line and you start to create content around that, around what that through line is, and you can start to see all those stories in your life, those multi-passionate moments, the from the fitness certificate to the vineyard owner to the entrepreneur to the working mum, to the side hustler, to the candle business, to whatever you've got in your life, right? And you pull that through and you understand, okay, I can see my through line now. And now I can actually see why, how, all those little side things, those branches, I can see how they do connect and why, because I understand that through line, I understand my deep why. Now, when I create content, the content might seem random, but I'm able to bring it back. I'm able to create a story that takes people on a journey. They come in, they go up, they come in, they go out. But it makes sense. And that's what we're trying to do. And that's where you can relieve some of that guilt around creating content. And certainly I've had to do a lot of work on this around relieving that guilt because I cannot create content around one thing. I've tried and it and I fucking suck at it, to be honest. But the second I just lean in and allow myself to create content, because content is the biggest machine right now. And with AI coming full throttle at us, the more you you can be, the more successful this is going to be. And so it's understanding that now and implementing that and using content as a machine to build your confidence, as a machine to build your through line, as a machine to build your dynamic personal brand to become magnetic to those around you. So as I leave you in this little, hopefully not chaotic mess, I'm gonna go check the pigeons

Create Anyway And Message Us

SPEAKER_01 18:24

on my roof. But the most important thing that I want to leave you in with is if you're not in evolution and that's not your choice right now, that's cool. But thinking about the through line. But just start to think to yourself, write down the things that you've done in your life, write down the things that you're passionate about, write down the things that excite you. And just start to see if there is a pattern, there is a rhythm, there is something there that you are like, okay, that makes sense. Maybe that's why I do what I do. Start to have those conversations. And the second thing that I would say is no matter what, do not ever not create content. Even if you think it's shit, even if you think it's not gonna get many views, create the content and let yourself get past the algorithmic structure. Because a lot of my videos get 200 views. I mean, bloody hell on Instagram lately. I think I've done a few that have got 43. I'm like, okay, cool, love you, bye. But but it's not stopped me because at some moment things just click, they come together. But it's funny because on some of the, I was just thinking on some of the Instagram that recently, I don't know what's going on with Instagram, but recently have got like 40 and 70 views, but they've still got three or four comments. So it's not the view number. We are just creating content to build the confidence around that through line and to practice sharing content that always gives value to others. It's never about us. It's what can I do for you? And always think if somebody is watching my content, how is this going to help them? Because if it doesn't help them, you may as well forget it. That's where I would say forget it. But if it helps them, even in some way that it makes them laugh, makes them smile, gets them to comment, makes them think differently, gives them a tip, gives them a trick, gives them something to save, gives them, them, them, them, them, them, them, them, them, them, them, them, them. It's not about you, it's about them. And that is how you build a a ride or die following. That is how you build a community. That is how you build connection and magnetism. Is taking you out of the picture and going, this is my story, this is my life, and this is how I got here. I want to share with you how I did that so that you are better off because you spent time on my content. I hope that resonates. I would love to find out if it does. Drop into the DMs and have a cracking day. Bye. Absolutely so many good ones, too.