Streamlining Brand Management with AI: A Game Changer for Consistency
Artificial Intelligence Guiding Brand Consultancy: Ensuring Uniformity and Adherence
Ever found yourself puzzled over the discrepancies in brand content? A whopping 77% of organizations acknowledge seeing off-brand content within their company, as per a Marq survey [1]. With fragmented teams, numerous communication channels, and varying interpretations of brand guidelines, maintaining uniformity might seem like a herculean task. Enter Brand Advisory - the tool that ensures consistency and alignment with established brand guidelines across all touchpoints, including logos, color palettes, messaging, and tone of voice.
But why is it essential? Well, inconsistencies in a brand's image can erode trust and damage its reputation, potentially leading to revenue losses. Interestingly, consistency can be a significant contributor to revenue growth according to the same study, with 68% of respondents attributing 10% to 20% of their revenue growth to it.
As digital transformation sweeps across the business landscape, Brand Advisory takes on new meaning. Enter AI technologies like machine learning and natural language processing, which are increasingly being used in branding. By processing vast amounts of data, detecting patterns, and making quick decisions, AI could revolutionize brand management.
Here's a lowdown on how AI can be practically applied in branding:
- AI-Powered Asset Management Systems
AI-powered Brand Asset Management Systems (BAMs) serve as the single source of truth for a brand's image. These systems enable companies to store, share, and track all their branding assets, ensuring they're easily accessible and always up-to-date. AI-powered BAMs automate asset organization and management, using features like natural language-based search to help users find assets based on context, visual elements, or metadata.
- Automated Compliance Checks
Tools designed to check whether produced assets adhere to brand guidelines can be a game-changer. These AI models analyze design elements, colors, fonts, and tone of voice, flagging any deviations from the brand guidelines and assigning a compliance score. Some models can even evaluate the content of images and trigger alerts if they breach any brand communication guidelines.
However, automated compliance checks are not perfect - they have limitations. Some models can only review specific file formats, and they're unable to understand broader contexts or provide creative recommendations. Maintaining a coherent brand image often extends beyond simply using the correct logo or color scheme.
- Brand GPTs
AI technologies can also help educate people about a brand. From pointing to the right design resources to answering day-to-day queries about brand guidelines and their applications, Brand Advisory can benefit from AI solutions. Solutions such as integrating brand guidelines with Chat GPT to create custom chatbots can significantly reduce the time needed to answer basic questions about the brand, providing round-the-clock support.
So, what's next? AI has the potential to overhaul brand governance by offering automated asset management, compliance checks, conversational AI models serving as digital brand experts, and much more. Incorporating AI tools into brand advisory should be a critical step in developing a future-proof brand strategy. AI could enhance efficiency, accuracy, and consistency, making it a vital component of Brand Advisory service.
Will AI-powered tools replace human-operated Brand Advisory? It's more likely they'll work harmoniously, leaving human brand experts to focus on creative work while handling repetitive tasks.
[1] State of brand consistency (marq.com)
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- To combat the issue of off-brand content within organizations, the use of AI-driven Brand Advisory tools is emphasized due to their ability to ensure consistency across all brand touchpoints.
- By automating tasks such as asset organization, management, and compliance checks, AI could streamline and simplify brand management, reducing the workload for human brand experts.
- As digital transformation continues, AI technologies like machine learning and natural language processing are becoming increasingly integral to branding, offering potential for improvements in efficiency, accuracy, and consistency.
- AI-powered Asset Management Systems (BAMs) can serve as the central repository for a brand's image and help companies manage and track their branding assets effectively.
- Automated compliance checks using AI models can analyze design elements, content, and tone of voice, ensuring that all produced assets adhere to brand guidelines.
- Integrating brand guidelines with AI chatbots like Chat GPT can provide round-the-clock support, answering basic questions about the brand and its guidelines, freeing up human brand experts for more creative tasks.
