Introduction

Back in 1992, French shoe designer Christian Louboutin thought his shoes needed more energy and didn’t stand out enough. One day, he saw an employee’s bright red Chanel nail polish and got inspired. He painted the soles of his shoes red, and after that, people started to recognize the Louboutin brand, even if they didn’t know much else about it.
Louboutin’s story can inspire any designer working on their personal brand. Most of us want to stand out and feel unique in our work. We feel this way because we believe we have something special to offer, qualities that help us stand apart.

In my last article, I talked about the “3V Distinction Model” as a way for designers to stand out. Distinction is about being different from others. It happens when your values, vision, and visibility all come together. This can open up new opportunities, like giving you an edge over others in your field. When you have that edge, you start to see your competitors as being on a different level.

At this stage, other designers can’t really compete with you. People might copy your work, but they can’t copy who you are. This creates a strong sense of distinction, or what Theodor Adorno called a “mesmerising effect” when he described Beethoven’s Ninth Symphony. This edge not only sets great designers apart, but also helps them become the top brand in their field. Professor Peter Kenning explains that top brands can trigger a sense of relief and quick decision-making in the brain, something second-place brands can’t do. When you’re at the top, you become the main reference for anyone interested in your field. This is a natural instinct. Studies even show that macaque monkeys will give up food just to look at pictures of an “alpha male.” That’s how other designers with personal brands will look up to you once distinction becomes a feature associated with your picture, making you the reference in your field.

When you become the primary reference in your field, you can elevate your personal brand. You can offer clients an exclusive experience and choose to work only with those who share your vision and values. People like to be part of elite groups, and being accepted by top designers is something you can inspire in your audience. In short, your brand will be seen as high-quality and hard to reach, which makes it even more desirable.
In 2016, fashion changed when designer Virgil Abloh arrived. After joining Louis Vuitton, he mixed luxury with streetwear, which gave him an edge and made him a reference point in fashion. This helped his brand, Off-White, become as exclusive and famous as any big name in the industry.

You might wonder if being distinctive makes you less relevant. Distinction does make you less accessible to everyone, but having your own values and style works the same way. You don’t need to be available to every client. Those who understand you will embrace your style, and those who don’t can simply move on. To find what makes you unique, create from your own passion and vision, not just what the market wants. It’s important to stay relevant, but you don’t have to change your style just to follow trends.

Conclusion

Personal branding is about standing out and having a clear place in the market that others can’t overshadow. It’s an important effort that makes a real difference and helps shape the design world. Distinction isn’t just about being different. It’s about being different in a way that people notice. This is the key to staying top of mind with clients and fans.