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Artificial Intelligence in Brand Consultancy: Ensuring Uniformity and Legality

Marketing strategies are increasingly incorporating AI advancements like machine learning and natural language processing in brand development.

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3 min read
Artificial intelligence tools, specifically machine learning and natural language understanding,...
Artificial intelligence tools, specifically machine learning and natural language understanding, are increasingly utilized in advertising and brand identity creation.

Streamlining Brand Management: AI's Role in Consistency and Efficiency

Artificial Intelligence in Brand Consultancy: Ensuring Uniformity and Legality

Ever felt like your brand's consistency is slipping through your fingers? Well, you're not alone. A whopping 77% of respondents in a Marq survey admit to encountering off-brand content within their companies [1]! But what does this mean for your brand's reputation and revenue? The answer is simple: inconsistency hurts trust.

In fact, a consistent brand image bolsters your bottom line, contributing between 10-20% to a company's revenue growth, as found in the same study [1]. Yet, with scattered teams, multifarious communication channels, and varying interpretations of brand guidelines, ensuring uniformity seems like an uphill battle. Cue Brand Advisory — your new Superman!

Brand Advisory is the game-changer you've been looking for. This superhero ensures your brand's identity remains consistent and in line with established guidelines across all touchpoints, including visuals, messaging, and tone of voice, whether it's a massive marketing campaign or a simple PowerPoint presentation.

In a world where hundreds of brand assets are produced daily, Brand Advisory steps in to streamline the process. Enter AI – your new sidekick!

AI's Super Powers in Brand Management

  1. AI-Powered Asset Management Systems

Think of Brand Asset Management Systems (BAM) as the Fortress of Solitude for your brand assets. These systems house your brand's image, from logos to marketing materials, ensuring they're easily accessible and up-to-date. AI-powered BAM systems take things a step further, offering features like natural language search, automated tagging, improved analytics, and predictions for asset performance [2].

  1. Automated Compliance Checks

Think of compliance checks as your brand's vigilantes, keeping an eye out for any faults in your assets. Utilizing AI, these tools can analyze design elements, colors, fonts, and tone of voice, flagging inconsistencies and breaches [2]. Some tools can even scrutinize the content of images for violations of brand communication guidelines, like nudity or diversity and inclusion policy breaches [2].

Do AI-powered checks have the potential to fully replace human-eye reviews? While they can significantly reduce the time spent in basic branding assessments, they have limitations. They can only process certain file formats and struggle with understanding broader contexts of usage or offering creative recommendations [2].

  1. Brand Chatbots

Imagine a brand expert available 24/7 to answer all your queries. Sounds like a dream team? Welcome to the reality of Brand Advisory with AI! Integrating brand guidelines with AI models, like Chat GPT, creates custom chatbots to answer day-to-day queries about brand guidelines, their applications, and creative recommendations. Initial queries can be addressed by a chatbot, with human brand experts stepping in for complex advice [3].

With AI steps and Brand Advisory hand-in-hand, consistency becomes an achievable superpower for your brand. So buckle up, and let AI help you maintain brand harmony while you focus on setting new records.

[1] State of brand consistency (marq.com)[2] Brand Advisory: How AI can revolutionize brand management (path.ai)[3] Future-Proof Your Brand with AI (brandcenter.vcu.edu)[4] AI in Branding: How to Use Artificial Intelligence for Success (brandwatch.com)[5] CX in 2023: The Rise of AI and How It Empowers Brands to Deliver Exceptional Customer Experiences (evergage.com)

  1. Inconsistent branding can significantly impact a company's brand reputation and revenue, with 77% of respondents admitting to off-brand content within their companies.
  2. A consistent brand image contributes to revenue growth, between 10-20%, as found in the same study.
  3. Ensuring consistency seems challenging with scattered teams, multiple communication channels, and varying interpretations of brand guidelines, but Brand Advisory helps maintain uniformity across all touchpoints.
  4. AI-Powered Asset Management Systems, like Brand Asset Management Systems (BAM), store and manage brand assets, providing features like natural language search, automated tagging, improved analytics, and predictions for asset performance.
  5. Automated Compliance Checks use AI to analyze design elements, colors, fonts, tone of voice, and content of images for inconsistencies and breaches in brand communication guidelines.
  6. Integrating brand guidelines with AI models, like Chat GPT, creates custom chatbots to answer day-to-day queries about brand guidelines, their applications, and creative recommendations.
  7. Utilizing AI for brand management, including AI-powered BAM systems, Automated Compliance Checks, and Brand Chatbots, can help businesses maintain brand harmony, freeing up time for marketing teams to focus on setting new records in revenue growth and customer experience.

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