Tokyo, Hitch, and the Secret to Standing Out with a Niche Personal Brand
- Anastasia Frolova
- Aug 24
- 2 min read

The other day, while pretending to use Instagram for good (you know how it goes), I stumbled across a very interesting post talking about how niche expertise is the ultimate status symbol. It reminded me of a recent conversation with a friend.
She told me that among her peers she is known as “the VC girl.” I thought that was brilliant. She worked hard to build her business and built a strongly recognizable personal brand along the way. That is the power of specialisation.
But this goes even deeper.
Nicheism is the practice of carving out an ultra clear lane for yourself, where focus and mastery create instant recognition.
When you go all in on a hyper specific topic, skill or discipline, you become the go to person in your niche. By default you demonstrate some of the most desirable and admirable qualities: passion, purpose, dedication. That is a very strong and solid foundation for a personal brand.
Tokyo is a fabulous example. Japanese culture has always celebrated craftsmanship and obsession with detail. Take Unagi Uomasa, a restaurant dedicated entirely to eel. The menu is laser focused, the quality unmatched, and people travel across the world for it. That’s what mastery looks like.
Remember the movie Hitch? Will Smith played Alex "Hitch" Hitchens, a date doctor who specialised in helping men get the women of their dreams. Controversial but genius.
The pursuit of something hyper specific is what makes you stand out. It pulls you out of average and out of clutter.
Because nicheism is not about limitation. It is about distinction.And distinction is the foundation of a powerful personal brand.
Makes me think I should probably dedicate the rest of my life to what I love most… almond croissants. Eating of course, not baking.
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