Winning through your differences

It’s natural to watch what competitors are doing in communications, marketing, and design. But when their actions start dictating your own, that’s when creativity—and differentiation—can suffer.

The risk of imitation

• Visual Sameness: When every company uses the same templates, colors, or graphic styles, your communications risk blending into the noise.

• Messaging Conformity: If all your competitors are talking about the same topics in the same tone, your brand’s voice gets lost.

• Lost Strategic Focus: Focusing too heavily on others may make you reactive, instead of designing strategies that reflect your audience’s true needs.

How to build a competitive edge in design & communications

• Check, don’t obsess:

Periodically review competitors’ campaigns, visuals, and messaging to stay aware of trends—but don’t let them dictate your choices.

• Spot the gaps:

Look for areas where competitors are underperforming: confusing messaging, inconsistent visuals, or uninspired storytelling. That’s where you can differentiate.

• Audit your own strengths:

Talk to colleagues and clients. Identify what makes your brand’s voice, style, and communications approach unique. What do people remember about you? What resonates most?

• Innovate through storytelling:

Use narrative, sensory language, and strong visual design to convey your message in ways competitors aren’t. Creative storytelling can turn even standard updates into memorable experiences.

• Design for consistency with flexibility:

Build frameworks—templates, style guides, and tone-of-voice guidelines—that allow your communications to be consistent yet adaptable to different channels or local teams.

In communications and design, competitive advantage comes from differentiation, not imitation. By focusing on your unique voice, spotting gaps in the market, and leveraging your internal strengths, you create work that stands out, engages audiences, and reinforces your brand identity.