In today’s creative industry, standing out is more crucial than ever. Because let’s get real: lots of designers, illustrators, and other creatives are having a tough time right now. With a sluggish economy, shrinking client budgets, increased competition, and the looming competition from AI, getting enough commissions to pay the bills can be a real challenge, even for those who’ve been working for decades.
Nowadays, offering something distinctive and different to your rivals isn’t just an optional strategy—it’s a necessity. In the words of author and entrepreneur Seth Godin, “In a busy marketplace, not standing out is the same as being invisible.”
But here’s the good news. Being different doesn’t have to mean being the best.
Fundamentally, what sets you apart as a creative person isn’t necessarily the polish of your work but embracing your personal story, style, and values. This means that unlike in a profession like sport, it’s not just a few who can succeed. In theory, at least, everyone can.
How to find your voice
So, where do you start? Identifying what makes you different starts by tapping into your original voice. This might mean digging into what excites you most about your craft or reflecting on the experiences that shape your worldview. Lean into these things – they are your most valuable assets, more than any paper qualification or impressive-looking CV could ever be.
Vulnerability and storytelling can be powerful tools in this process. By sharing your behind-the-scenes struggles, breakthroughs or even failures, you can build a stronger connection with clients and audiences alike.
That might sound counterintuitive. Surely you should only share your successes? But think about it… is that really going to excite people?
For instance, imagine scrolling through your favourite social media platform and seeing two posts from people in your field. One is a self-congratulatory promo about some work that’s just gone live, full of bland statements and hashtags like #winning.
The other is a detailed and honest breakdown of a time when things went dramatically wrong for the author and how they responded. Which one are you more likely to pay attention to?
Follow that logic, and you’ll realise the more authentic you are about your creative journey, the more it will help you rise above the noise.
A new way to engage
Now, let’s turn to the elephant in the room: How should we share our authentic content, personalities, and professional lives online in 2024?
Deep down, we’ve all known for years that the creative industry is pivoting towards short-form video. Even if you’re not on a platform like TikTok, you can’t help but notice how everything from Facebook to Instagram is promoting this kind of content at the expense of any other.
And don’t get me wrong: I’ve resisted this trend, partly because I was simply afraid of doing it. It’s only this year I’ve dipped my toe into the water,