In the era of accelerated digital innovation and fierce competition, businesses that possess a robust brand identity outpace rivals. With that in mind, many turn to creative agencies to create branding that will make its mark on consumers’ minds.
And when it comes to digital innovation, the creative industry itself is witnessing a seismic shift with the adoption of Generative Artificial Intelligence (Gen AI). In recent years it has become a game-changer in brand development, offering efficiency and a more substantial visual impact. Gen AI pushes current creative boundaries, from developing intricate digital artwork to helping visualize inventive branding initiatives. The integration of conventional creative strategies and AI signifies a new age of branding, amplifying the quality of work that agencies deliver to their client base.
For example, AI-powered tools enable creatives to produce designs and ideas in a substantially shorter time, allowing for a sharper focus on refining and perfecting their vision for faster outcomes. Improved quality is achieved through AI-assisted visual communications, offering polished, well-aligned, consistent imagery, and empowering brands to craft captivating branding components that resonate with their intended audience.
This seamless collaboration between man and machine is fostered through comprehensive and reactive prompts from the creative team, facilitating an engaging exchange that accomplishes the desired results more efficiently.
Case study: combining intelligent branding and a customer-centric approach
Using AI for Vibrint – a trailblazer in AI within the intelligence sector – was apt and strongly resonated with their company values. Using AI platforms such as Dall-E3 (via ChatGPT), Midjourney, and Runway ML, we were able to amplify our creative work to create fluid and dynamic animations that successfully captured the ever-changing aspect of intelligence analysis and decision-making.
This is essential in the competitive tech industry in which B2B firms, especially when competing against more prominent B2C brands, must present an appealing, vibrant, and dynamic image. This helps them stay ahead of the game and attract the best talent.
Creating a tangible logo and adopting a colorful, dynamic identity helped us separate our identity from other B2B brands that often resort to abstract symbols and uninspired visuals. Our brand symbol, inspired by a stylized falcon, symbolizes vigilance and agility.
Positioned above the brand name, it represents readiness and action.
Moreover, a robust customer-centric strategy is crucial for demonstrating a brand’s dedication to its users. For us, this approach emphasizes the central theme of ‘accountable intelligence’ and the promise to help customers ‘make the right call.’ Vibrint’s ability to analyze vast data volumes with expertise sets it apart, putting the ‘accountable’ aspect at the heart of its operations. By focusing on benefits and outcomes instead of activities and processes, customers are better connected to company values and can better understand why they should engage with us.
Read More: Top 20 Uses of Artificial Intelligence In Cloud Computing For 2024
Changing the creative game with AI
Gen AI tools with natural language abilities help creative professionals notably boost productivity and conserve valuable time and effort in generating fresh concepts or content. Our collaboration with Vibrint is a strong example of how AI, combined with human creativity, can augment and revolutionize creative processes.
Dall-E3, Midjourney, and Runway ML proved to be invaluable assets for creating static and moving images. Using comprehensive prompts helped our team capture every detail, from the subject matter, style, and aesthetic to composition, theme, mood, and context, and even specific elements such as lighting, dimensions, and perspective. Runway ML specifically helped with image enlargement, low-resolution image improvement, and converting basic written prompts or static image inputs into animated video content.
Creating a truly authentic brand means deep diving into its core beliefs and values, moving beyond plain authenticity to forge trust amongst the target audience. While this process can generally be time-consuming, AI presents a valuable means of crafting a solid and efficient brand strategy. By automating time-consuming operations, designers can focus on delivering precisely what they are most passionate about – creative brand stories.
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[To share your insights with us, please write to sghosh@martechseries.com]
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