In the early 1990’s, a phenomenon occurred that absolutely changed my perspective on the world. No, it wasn’t some huge media event or an alien abduction (though, some of my closest friends and relatives may believe an abduction took place). Instead, this phenomenon was an underlying pattern I noticed in an aspect of my teenage existence that, at the time (and still today), seemed hugely important. Like most teenage boys, I was obsessed with music. This was the heyday of the compact disc and I spent every spare cent on new albums. This was also the era of grunge-the Seattle-based “new” sound that inspired legions of angst-riddled youth to trade their Nikes for Doc Martins (or, at the very least, a pair of combat boots), break out a trusty flannel, and start dying their hair. Groups like Nirvana, Pearl Jam, Smashing Pumpkins and Radiohead signaled a significant shift in the musical paradigm. They also signaled an evolution in the music industry.

This evolution was more innovation than invention and resurrected, ten-fold, the practice of taking something original and, based on its popularity, reproducing it again and again until the cow was milked dry. The result was a music industry flooded with Nirvana rip-offs and Eddie Vedder wannabes – and, by extension, one very disenchanted, curmudgeonly teenager (that would be me). Most of those rip-off groups and imitation artists have since disappeared, with a few sad exceptions. The groups from that era that have remained relevant (barring devastating suicides or band break-ups) are those that have maintained a creative edge and, in the words of branding guru Marty Neumeier, aren’t afraid to zig when everyone else zags (see Radiohead).

In his branding overview The Branding Gap, Neumeier recognizes originality (creativity) as the driving force behind any successful brand. He notes, “would-be leaders in any industry must come to grips with a self-evident truth-you can’t be a leader by following.” Unfortunately, in an economic environment (and, logically, a whole society) obsessed with short-term, instant gratification, businesses are more likely to follow trends rather than blaze new trails. (see also stay the course, safety in numbers, you first). The consequence of this ideology is a crowded market in nearly every industry operating today-from small, independent “boutiques” to the largest corporate identities. In short, repetition and redundancy is the norm. Ironically, it’s also bad for business.

If you talk to business owners about what makes ordinary businesses dynamic, most will agree that creativity is the nexus for every success story since Henry Ford. Yet, were you to ask those same business owners if they would be willing to take a creative chance in some aspect of their business, most would, contrary to what they just said, resist, resist, resist. Why? Well, to put it plain and simple, creativity requires risk and risk is not a popular term in business. It’s a catch-22, but one that business owners at all levels must address. The path of least resistance can possibly yield immediate, albeit short-term, results-it requires little risk, little expense, and can buoy a business just enough to turn a profit. The road less taken is treacherous and can lead to great long-term gain … it can also land you in a pit of venomous snakes (see Indiana Jones).

These basic rules of business translate to everything from product design to construction to hiring practices to, yes, brand development. Which brings us to the heart of this discussion. Nowhere is creativity and originality more important than in brand development. Your brand is the identity of your business. It’s the gateway between you and any potential client or customer. The thing is, you’re not only competing for their business, but you are competing for their business in a market flooded with hundreds, if not thousands, of other businesses offering the same or similar products as your own. You’re a photographer in an urban market? Guess what? (and you know this) There are several other photographers in your immediate area who also offer “fresh, fun, modern” photography to “capture your moments.” And, yes, their logo is also a camera, with a heart, carried by doves over a pink and brown landscape of trees and flowers. So, what sets you apart? Maybe your work is better than the others. Perhaps your photographs are dynamic works of art. But, your brand doesn’t communicate that. Your brand communicates that you are the same as the next business in a Google search. It’s a strange phenomenon of human behavior that dictates what looks the same on the outside is most likely the same on the inside, so all of those great nuances of your work that truly set you apart from the competition get lost in a jungle of branding clichés.

Don’t hang your head. It’s only natural. Imitation is, after all, the finest form of flattery. No doubt, you have a list of competitors or fellow photographers whose work you respect and who you know to be great businesspeople. You want to harness some of their magic for your own business and, so, you look for ways to incite the same response in your potential customers as they do in theirs. If it works for them, why not? Well, that’s the damnable thing of it. It doesn’t work for YOU. Their brand is their brand. Chances are, if they are a larger business that is respected and successful, they have used their resources to develop a true brand identity. It’s THEIR brand built on their unique products and perspectives. And, unfortunately, you aren’t the only photographer to be inspired by their website. Everyone else is too and those businesses are using the same design for their brand-just like you are. And so it goes, on and on, until … well, you get the picture.

This brings us back to another gem of wisdom from Marty Neumeier: “without fresh thinking, there’s no chance of magic.” Truer words … Originality is a risk, but it’s a risk worth taking. And, if done properly, the risk involved greatly decreases. It’s not that you need to design your brand and website and stationery-you’re not a designer. You’re a photographer and have a business to run to boot. However, you can make an informed, sound investment in a trusted design firm to create something for you. And if you’re already working with a designer, here’s another bit of wisdom: you must learn to conceptualize the world in a new light. Come to your designer with a vision for YOUR business-a vision independent of what “everyone else” is doing. It’s okay to appreciate design elements in the brands of other businesses in your industry, but never say “I want something like …” No, you don’t. You want something solely representative of you and your philosophies on your products and your company.

At the risk of wringing Marty Neumeier dry, let’s have one more piece of wisdom from this branding guru: “To achieve originality we need to abandon the comforts of habit, reason and the approval of our peers, and strike out in new directions […] creativity doesn’t require rethinking the wheel, but simply thinking in fresh ways.” More specifically, Marty is talking about seeing the unique qualities of your business and using those qualities to shape a business identity. So, when you are thinking about your brand think of it in terms of who you are as an artist, a business owner, and an individual versus who you are in relation to another business identity. You don’t want to be like anyone else-you want you and, by extension, your business to be exactly what it is and communicate that wonderful, beautifully unique identity to your potential clients. You don’t want to be the Monkeys. You want to be the Beatles. Be YOU. Be YOUR brand.

By Tyrie Smith: Tyrie Smith is the copywriter and editor for Luxecetera. He has worked in journalism, public relations and marketing for 10 years, including two years as a music journalist for a number of fan and trade magazines read worldwide. He currently teaches English at Georgia Perimeter College in Atlanta and spends his weekends in search of “deleted Smiths singles and original, not re-released (underlined), Frank Zappa albums.”