AI-driven Innovations in Brand Development

Artificial intelligence (AI) is becoming increasingly incorporated into everyday business practices. From content brainstorming to monitoring brand perception, here’s a quick roundup of the latest AI applications and uses for establishing and maintaining a strong brand identity.

Design and Content Development

From established design suites like Adobe to new niche applications, the potential uses of AI can revolutionize your graphic design practice. While AI can’t replace an in-house designer’s creative expertise, it offers design automation features such as generative fill and pre-programmed layouts and branding styles (e.g., fonts and colors) that expedite existing processes. For example, AI can be used to personalize promotional mockups and compare designs to accessibility standards.

Here are some creative tools utilizing AI:

• Adobe Sensei: The most recognizable of creative suites, Adobe is keeping up with the competition through its integrated AI-powered framework, Adobe Sensei. Users can apply features like automated image cropping, content aware fill and font recognition to streamline the process of designing branding assets.
• Canva: No longer the amateur’s shortcut to design, Canva’s multifaceted creative suite features AI-powered design tools that can generate images in distinct art styles and scan video assets to match them to complementary social media templates. The platform continues to integrate AI across various mediums.
• Looka: A logo generating software with a responsive, AI-guided design process. The program asks for preferences, colors and branding details, then creates logos free of cost. For designers, this could be a great tool to use as a springboard for client preferences.

Brand Management

Overseeing a brand through strategic planning, content generation and sentiment monitoring (i.e., brand management) requires an extensive set of tasks and tools to ensure brand effectiveness. AI-enhanced tools are more commonplace than ever and are already integrated into widely used platforms like Constant Contact and Google Analytics. AI isn’t just for marketing; all aspects of a brand can be enhanced through analytics reporting, analyzing customer experience and understanding brand perception.

Here are some newer brand management tools built around AI:

• Phrasee: Specifically designed for marketing and brand messaging, Phrasee is an AI-powered copywriting tool that uses natural language generation (NLG) to generate copy for email subject lines, social media posts and other marketing materials.
• Brandwatch: Understanding customer sentiment and tracking brand mentions is key to gaining insight into your brand perception. Brandwatch is an AI-powered social listening tool that monitors and analyzes online reviews, social media conversations and other digital mentions of your brand.
• Brand.ai: A brand management platform, Brand.ai allows users to build and maintain a consistent brand identity with AI-powered tools. Branding assets, guidelines and design components can also be sorted and stored in a centralized location, creating a streamlined system for maintaining brand consistency across teams.

AI integration will only continue to expand across the brand development practice, providing valuable opportunities to streamline processes, enhance creativity and optimize brand performance. While this revolution of technology can’t be overlooked, it’s crucial to maintain the human touches and expertise AI can’t replicate. When properly balanced, the combination of AI and human ingenuity can help push the boundaries of our profession, creating meaningful and impactful brand experiences.

By Bethany Larrañaga