Branding is all about crafting an identity that resonates and endures. But in a rapidly advancing technological landscape, the way we create visual and verbal identities is undergoing a dramatic transformation. Artificial intelligence (AI) has emerged as a key player in this evolution.
Picture: Red Panda AI
Branding is the art of sparking recognition and evoking emotion. From a striking logo to a memorable slogan or a distinctive visual style, branding brings a concept to life. But how does AI contribute to building a brand? And where do we draw the line between technological assistance and the human creativity that makes a brand truly unique?
Drawing Inspiration from AI
AI tools are becoming increasingly instrumental in preparing visual and verbal identities. Platforms like MidJourney and DALL-E can generate concept visuals in minutes, while text generators such as ChatGPT craft outputs based on an entered tone of voice. AI can create mood boards, develop slogans, and churn out ideas in the blink of an eye.
Sounds impressive, doesn’t it? But can AI replace humans? Not quite—at least not if you care about ensuring your brand identity reflects your unique vision. Currently, AI outputs tend to feel generic. At Brandchef, we never use AI as the final product in our process. Instead, we use it to enhance our workflow. Designer Sjo Baggen sums it up: “When I hit a creative block or need fresh perspectives, I ask AI for metaphors or imagery to spark new insights. Sometimes I use it to quickly visualise an idea, but it doesn’t always produce the right results (yet).”
The Visual Identity
AI has undeniably made the visual design process more accessible. These tools can produce designs at incredible speed, but the results often fall within contemporary trends and can feel interchangeable. While AI can create mood boards that set the tone for a project, the consistency and authenticity of a visual identity still require human expertise. A logo or colour palette must go beyond being visually appealing; it must embody a brand’s DNA. For example, AI might generate ideas for a photoshoot, but a skilled photographer is essential to capture the final image.
Verbal Identity
As more companies adopt similar AI tools, crafting a unique tone of voice becomes more important than ever. AI outputs reflect the data on which the model is trained, often resulting in less original and emotionally compelling content. Experienced professionals can quickly identify AI-generated text and refine it into something more meaningful. While AI can generate generic slogans like “Reliable, Innovative, and Sustainable,” such phrases lack depth and fail to tell a brand’s story. Emotional connection and nuance remain firmly within the realm of human creativity.
Building an Authentic Brand
AI makes the branding process more efficient, but it also underscores the importance of a strong brand strategy. Without a clear brand identity, AI tools can generate random styles or messages that lack coherence. Take, for example, a restaurant striving to convey sustainability. AI might assist with designs and copy, but it’s the human touch that ensures the story aligns with the brand’s authenticity and craftsmanship.
With the increasing prevalence of AI, the pressure to create genuinely authentic brands is greater than ever. A generic logo or standard marketing text won’t cut it. While AI tools offer speed and inspiration, it’s human input that creates a brand’s unique identity. As Sjo puts it: “I see artificial intelligence as a tool, much like Adobe helps me visualise concepts. I work conceptually first, using a traditional approach, and prefer to create everything myself. That said, I view AI positively. I use it as a helpful tool, a sparring partner.”
The Heart of Branding
AI tools can accelerate and inspire the creative process, but the essence of branding remains human. Designers use AI for mood boards and concepts, but they define the final style and ensure consistency. Copywriters draw ideas from AI, but the finesse of storytelling remains a human art. As Sjo concludes: “AI will undoubtedly transform concept development and branding. Let’s embrace it and make the most of it. Ultimately, it’s up to us how we use it. Like other innovations, AI will make our work easier and better.”
(This article was written using AI)
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Brandchef is een zusterbedrijf van Typhoon Hospitality, een pr- en marketingbureau dat is gespecialiseerd in marketing, communicatie en social media voor de horeca.
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