By Katie Sunshine

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Whether you're a visual artist, performer, writer, musician, or any type of creative, you've no doubt felt the pressure to build a personal brand that stands out. Everywhere you look, the advice is the same: break the mold! Stand out from the crowd! Be unique! All encouragement to highlight what sets you apart and what makes your art uniquely you. It's all very inspiring—until it’s overwhelming.

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Because, how easy is it- realistically- to be unique? Are you the only artist on the planet doing what you do? Undoubtedly you can open up any social media platform and find a world of other artists who do something very similar to what you do- and maybe they even have more followers than you, or they’re more prolific than you, or they have received more acclaim than you, or (dare I say out loud what the inner critic whispers?) they’re better than you. 

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On cue, Imposter Syndrome makes its grand entrance, and suddenly you're second-guessing every business decision—or worse, losing confidence in the very thing that makes you an artist.

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Below I share how I, a performance artist with no professional training, no marketing degree, a modest (at best) social media following and, I should add, no stranger to imposter syndrome built a creative business that has sustained for 12 years and is still going strong. My secret? I embody these 4 completely unoriginal traits:

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I am reliable. For all my gig work, I show up on-time, prepared, sober, and ready to work. I work hard and, in the spirit of unoriginality, give 110%.

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I am responsible. If I am required to travel for work, I plan ahead and make ample time for travel. I don’t miss flights and I don’t forget my tools. I pack extra batteries for my LED hoops and extra fuel for my fire hoops.

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I am responsive. I always respond to client questions as soon as possible, even if the response is “I see your question and I don’t have an answer for you yet.” I make myself available to talk, chat, learn about the special event, and hear concerns. I send invoices and estimates as soon as the requests come in. 

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I am respectful. I work in service to the client to make sure their event is a success. I am friendly and personable, and I carry out all my duties with a positive attitude. I serve my clients- not the other way around. I don’t rely on my clients to fulfill a wishlist of diva demands- I show with what I need for myself and ready to work.

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Did you notice how I even made an easily digestible list and all the qualities started with the same letter? How unoriginal is that? However unremarkable, the result is that the client who books me once wants to work with me again and again. Slowly, what started as a one-off gig here or there in the beginning turned into repeat business that filled my calendar. Now, more than a decade into running my business, I have the trusted client-list and flexibility to only work the gigs I really enjoy. Because yes, there reaches a point where turning away work feels like success.

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None of the qualities I embody are original. In fact, no matter what industry you’re in- creative or not- you’ve probably been suggested to abide by these values. Whether from a mentor or overpaid staff training consultant, this is all reused material. There’s a good chance you even rolled your eyes at these concepts while sitting through mandatory onboarding training videos during your first day at a new job. They’re not exactly innovative ideas, but they’re tried and true.

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Before I close I do need to acknowledge the work my privilege has afforded me. With corporate events in particular, I observed who booked the gig was not always a reflection of their merit, but rather who the white men who predominated the industry liked to gaze at. I am a cute, young, white, blonde woman and exactly the preferred type for this demographic. Well, my “young” status could be challenged by anyone who wants to cite the amount of gray hair I have now, but all other qualities remain the same. I do acknowledge the opportunities pretty, white privilege has afforded me. But while pretty privilege may open the door, you still have to figure out how to be taken seriously once you’re in the room. The late great Dolly Parton taught me that.

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As a creative, I’m very confident in my talent, but I also recognize I’m not the most technically advanced performer. I have a very modest social media following and barely qualify as a micro-influencer, according to influencee. Growing a career doesn’t necessarily happen because you’re the “best” or the “most popular.” It can happen organically, over time, when you prove your work ethic and character. Sometimes being unoriginal- dependable, hardworking, and kind- is the best business decision you can make.