if you’re a “niche” brand DO THIS to hit your first £100,000k month

if you’re a “niche” brand DO THIS to hit your first £100,000k month

I was afraid… what I was about go through that night?
Would fear get the better of me?
Have you got the mettle?
Cut the mustard?
Slay the monster?

A big old sesh-wa-geenie on el beers in Portugal just got Ctrl. Atl. CERTY: DELETED, boiiiiii.

Sinking SAGRES, skulling SUPER BOCK, superhero-style. Not all heroes’ wear capes n’ DAT.

Something happens when you’re away from the grind, chinning beers in the blistering blue, achingly cool and often times bone-tickling chilly Algarve.

Anyhoo, “niche brands” who struggle to go mainstream was on my mind whilst gloriously quaffing beers.

If you’re a “niche” brand, looking to hit your first £100,000k month DO THIS.

But, first, babes

The glaring issues with “niche” category brands/founders:

1. Founders get wedded to their idea, like a Mother to her newborn, believing their idea is THE most important thing on planet earth.

2. Literally NO ONE, not buyers, not consumers, not ya Ma’am or ya Gran give a.single. fuck about you niche category/brand.

3. The total addressable market is minuscule due to being a niche category - so creating content around your “niche” category WILL keep your brand small and irrelevant.

So, how does one escape it’s “niche” category go mass-market?

The Power Personal Branding.

It sounds insanely counter-intuitive, but, if you’re starting a tomato juice brand or a cocoa water brand or a hard kombucha brand don’t create content about your brand or niche category.

Instead, create “mass market” content to drive top of funnel awareness = bottom of funnel consideration and conversation = grow “niche” category brand.

Example Numero Uno: No One Cares About Electrolytes

Henry & Milly create “mass market” content to drive awareness to their “niche category”, electrolytes, through on brand spoofs from famous films like The Devil Wears Prada and Big Short.

SULT apply a Hollywood Effect, they create “mass market” content to grow their niche category brand.

The Devil Wears Prada:

The Devil Wears Prada 2 just hit cinema screens + pretty much every influencer under the sun is talking about the film + millions of peeps have watched the film + it’s hugely culturally relevant as the film just premiered.

Another example from the famous Margot Robbie scene from The Big Short.

Henry & Milly aren’t creating “niche” content about the benefits of electrolytes when you run or when you wake up. That keeps them small. Instead, they create “mass market” content to grow their niche.

2. Example Numero Dos: No One Cares About Premium Beans

Beans was a crusty category no one really cared about.

Amelia Christie Miller and Bold Bean Co. could create content about all the benefits of beans, why beans are great for farmers and soil, why beans solve carbon emissions blah blah blah.

Whilst important, this content is incredibly “niche” and would keep Bold Bean Co. small.

Alas, Bold Bean flipped the script.

B2C Mass Market Content

Bold Bean Co. don’t talk about the benefits of soil or beans on their Instagram.

They tap into “mass market” content and tectonic cultural shifts. Everyone and their dog wants to be a “foodie” and recipe content is ripe for virility.

The total addressable market for foodies and recipes is HUGEEEEEEEEEEEE.

Bold Bean Co. create “mass market” recipe content to drive top of funnel awareness = bottom of funnel consideration and conversation = grow “niche” category .

B2B Mass Market Content

On Amelia’s personal LinkedIn, she could post content about the benefits of beans.

Instead, Amelia wonderfully and authentically writes about a much bigger and mass market content category.

The real struggles of becoming a Mum, the stress of growing a business whilst growing a baby, the fear and uncertainty that comes with Mum guilt, the pressure on women to raise a family and business.

This is “mass market” content that goes way beyond the borders of beans, as millions of women and men are going through parenthood each and every year.

Example Numbero Tres: No One Cares About a Successful Thai Restaurant in London

Our wonderful podcast with Rosa’s Thai founder, Saiphin Moore, aired in January 2026 and did really well, but the clips were BOMBING HARD on socials.

We went back to the drawing board. And asked the question:

- How do we create mass market content?

It was January when tourism in Thailand is HUGE, so we tapped into that, we created “mass market” content to drive awareness to the poddy.

Example Numero Cuatro: PerfectTed didn’t grow the matcha category by talking about matcha

Teddie, Marissa and Levi didn’t grow that matcha category by talking about matcha. No one gave a fuck about matcha. I even said it’s a “niche” category a few years ago.

Teddie, Marissa and Levi tap into “mass market” and bigger content categories - entreprenuership, ADHD, Mental Health and building a brand.

So, if you’re starting a brand in niche category, create mass-market content to grow your niche brand in your niche category.

1. What are the big topics in culture right now? How can you interweave content around them?

2. How can you be contrarian and controversial to take a unique angle?

3. How can you document the journey or build in public in a fun way? Brands are turning into Netflix programmes fo shoooo

THE CAVEAT: you still NEED to write niche content to

1. attract and satiate your die hard fans

2. attract trade buyers attention

3. show you’re commercially relevant

If you’re putting out 5 posts a week, make 2 of them niche content, 3 mass market.

Fank You So much

Have a top bananas weekend

Popey xxx

Still Hungry? Course you are…

Please feel free to gorge on the most downloaded podcast episodes of all time (these are CERTY: BANGERS)

1. Rory Sutherland: Why Challenger Brands Must Never Follow Logic to Truly Disrupt Categories 

2. Waitrose CEO: How Challenger Food & Drink Brands Can Win and Build Profitable Partnerships with Waitrose - James Baile

3. Spencer Matthews: How Spencer Matthews Built Unshakeable Resilience and Raised + £10m to Launch Clean Co. in Sainsbury's, Tesco and the U.S.A. 

4. How Grenade Exited to Mondelez for £200 Million and Lessons in Unapologetic Authenticity- Juliett Baratt

5. Tyrells Tycoon: How William Chase built and sold Tyrells for £50 million and sold Chase Distillery to DIAGEO 

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