How to differentiate yourself as a creative in a saturated market

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, launching Creative Boom video content to complement our articles, podcasts and 'traditional' social media communities.

How to do video

One way I've differentiated our videos in a sea of noise has been to put my face to some of them: literally talking to the camera to share tips, inspiration, and insights with you all. And I won't lie: it's been proper scary.

But at the same time, it's one of the best, most empowering things I've done in years because it's honed my ability to cut through the crap and present myself as I really am.

And that's not just been psychologically empowering. It's also been a brilliant promotional tool for Creative Boom, bringing in new audiences and engaging with our existing followers in brand new ways.

So I'd recommend you at least give it a try. Don't worry about making anything slick or professional-looking; at least at the start, you probably won't. Instead, focus on how you can create video content that reflects your unique perspective.

Whether through tone, subject matter, or visual execution, it's about standing out by being authentically you. It's also about a lot of trial and error until you find what works. For more on this, read our article The introvert's guide to creating video content: how to thrive on social media.

Becoming a consultant

Another way to differentiate yourself in today's market is to step out of a purely creative role and take on a more strategic, consultative approach.

Clients today are looking for more than just design – they want someone who understands their business, their industry, and the problems they're trying to solve.

This means understanding the larger business context behind your designs. By shifting from a service provider to a consultant, you elevate your position, adding long-term value that helps clients navigate challenges beyond aesthetics.

Of course, you can't jump the gun on this: few people are likely to employ someone as a consultant who's fresh out of college and hasn't even started their first job. You need to get a bit of experience under your belt before you start advising others what to do.

So, how long will that take? Well, that's really a "piece of string" question; it'll depend on things like who you've been working for and how specialised your role is. If, for example, you've been at a well-known, respected agency, worked for some big brands, and have been using new tech that few people understand, it might not be long at all.

Experiment with new mediums

Of course, even if consultancy isn't your dream, exploring new technologies and mediums such as AR, motion graphics, the Metaverse, or immersive design will help give you an edge over rivals. The creative field is increasingly interconnected with tech, and staying ahead of these trends can be a great way to differentiate yourself.

Alternatively, you could go in the opposite direction and focus on outdated analogue techniques that are still popular and even trendy, such as letterpress printing.

Whatever creative path you decide to follow, though, it's got to be something you're genuinely enthused about. Because clients aren't stupid, and even if they don't understand a specific discipline, most can instinctively spot the difference between true passion and bandwagon jumping.

As the American writer and motivational speaker Simon Sinek once said: "People don't buy what you do; they buy why you do it."

Embrace your strengths

Remember, differentiation isn't about being the best at everything – it's about being the only one who does what you do in the way that you do it. By focusing on your unique strengths, building genuine connections, and continually evolving your skills, you can create a space for yourself in even the most saturated market.

As Steve Jobs famously said, "Your time is limited, so don't waste it living someone else's life." Find what makes you stand out, and own it with renewed energy and a clear vision for the future.