I was listening to the Aspire podcast with Emma Grede recently, one of my new favorite listens. Her guest, self-made billionaire Lucy Guo, dropped a line that stopped me in my tracks:
“It’s not just about the content; you are the draw.”
That discussion flipped a switch for me. I’ve been building Self-Care Portfolio with the focus on my posts, my tips, my resources. But the truth is, there’s already endless content out there on self-care, solo money, and gentle productivity.
What makes it different is… me. My voice. My messy middle. My real-time learning curve.
The Old Way of Building This Brand
When I first started Self-Care Portfolio, I built everything around my four cornerstones: physical well-being, community & connection, skill development, and creativity & expression.
I followed the “niche rules” every branding article preaches: pick a topic, optimize for SEO, and position yourself like an expert.
Somewhere along the way, my “follow-my-journey” blog started sounding more like a guru site. Even my YouTube and Pinterest leaned expert-heavy, which was never the point. That approach made my content feel replaceable. If someone else posted similar tips, there was nothing anchoring it back to me.
And I don’t want to compete with algorithms or AI over generic advice. I want to tell my story.
The Shift in Brand Building
Content is everywhere, but personality creates connection. I’m not trying to be a guru. I’m inviting people into the messy middle the trial-and-error stage. I’m learning as I go, sharing what works, what flops, and what changes along the way.
The best part? The before-and-afters are even more interesting when you’ve seen the middle. This shift gives me room to be relatable: a guide you can build alongside, not someone already “finished.”
I want readers to feel like they can offer me tips, share their own stories, and grow with me.
The Messy Middle as the Brand
This fits my origin story perfectly. My very first post was all about documenting the journey in real time. That guidance came from ChatGPT, where I realized I didn’t have to wait until I had “made it” to share.
Now I’m returning to those roots: being transparent about my process, my pivots, and my lessons learned. Not waiting until it’s perfect.
A year from now, I want to look back and see the visible trail of growth not just the polished milestones.
Self-Care Takeaways
🌱 Skill Development – Owning your “messy middle” is its own growth. You learn faster by doing instead of waiting for expertise.
🤝 Community & Connection – Being real builds stronger connections than polished perfection. Letting people see the process invites them into it.
🎨 Creativity & Expression – Your perspective is what gives content life. Without your voice, even the best tips feel empty.
💪 Physical Well-Being – Avoiding burnout means not trying to “be everywhere.” Boundaries with platforms let you create at a sustainable pace.
FAQ
How do I find a good micro niche for blogging as a beginner?
Most people start by narrowing down to a micro niche. I tried that too: self-care, solo money, productivity. But over time, I realized what makes a blog stand out isn’t the category it’s the voice. Your messy middle, your lived experience, and your perspective are what turn a niche into something unique.
How do I choose a niche when I’m not sure what I’m good at?
I’ve been there. I didn’t feel like an “expert” when I started either. Instead of waiting to feel ready, I began sharing what I was learning in real time. Over time, that built into a niche: my story. Sometimes your “niche” is just documenting the process, not positioning yourself as a guru.
Do you really need a niche to grow a blog?
Not necessarily. Content is everywhere; what’s rare is personality. A niche can help organize your content, but people stay for you. Your perspective, your rhythm, your messy middle that’s what creates connection.
Because the truth is, the niche isn’t the topic.
The niche is me.
Closing Thoughts
So here it is the first Portfolio Note from my personal-me branding era. I’m building in real time, and you’re invited into the behind-the-scenes.
📝 Journal Prompt
Think about something you’ve been waiting to “perfect” before sharing. What would it look like if you let people see your messy middle instead?
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