The Importance of Niching Down in Personal Branding: A Lesson from Layne Beachley

I've had the honor of working with some of Australia's top public figures, but there's one that stands out to me - Layne Beachley, a 7x world surf and wellness champion.

Layne is more than just a public figure. She's intelligent, honest, and has a cheeky personality. Everything you see of her publicly is authentic to who she is.

When I first met Layne in 2019 at a cafe in Manly, I discussed social media strategies to position her personal brand toward the wellness industry and improve her online presence. It was during this meeting that we discovered we were both adopted. Being adopted can leave you with a deep sense of identity, a need for validation, and a desire to prove yourself. Our shared experience created a bond between us that has only grown stronger since.

Layne’s Mexican Themed 50th Birthday Party 2022

During our meeting, Layne confided in me about her fear that social media might go wrong. What if people didn't like her? What if it didn't represent her right? I assured her that this fear is common among those who are thinking of taking their brand to the next level, and encouraged her to trust the process and go for it.

And she did. Since then, I've learned a great deal from Layne about personal branding and the skills needed to succeed.

Here are three key takeaways from my time working with Layne:

1.Communication is key

Layne has mastered the art of communication by being media-trained and telling her story with authenticity and authority. This skill has taken her around the world, speaking on stages, panels, and media. To succeed in personal branding, it's essential to be an excellent communicator. Media training is a must-have for anyone aiming high.

2. Niche down.

Layne has intentionally niched down in the wellness industry, which has given her clarity on what she should speak about. By aligning her niche with her personal wellness journey, Layne has attracted numerous opportunities and partnerships in that area. When choosing a niche, it's important to be aligned with something you've either achieved or are qualified to speak about.

3. Purpose over trophies.

Through her Awake Academy movement, Layne wants to help people shortcut the struggles in life and live by design. Her personal experiences and alignment with other experts in the industry make her intentions clear - it's not about physical trophies anymore. Personal branding is more than just an image; it's about purpose. Layne is using her skills, story, and opportunities to build an audience so that she can transform lives.

I'm proud to have been a part of Layne's journey and grateful for the lessons I've learned from her. Layne is a legend for a reason, and her story is a testament to the power of personal branding.

Head to Awake Academy and get into her stuff.