Insight
Fast, Shouldn't Make You Forget Who You Are: The Key to Branding in the Age of AI
(Text: Wei Hong-ie / Brand Consultant, Process Pro Brand Taiwan)
When generative AI allows content production to explode, "content inflation" will become the new normal in the future, and the competition for brands will no longer be just about who produces more, but who can be "truly remembered".
To do this, we have to go back to the root of branding: an understanding of human nature.
AI brings not only efficiency, but also homogenization.
Generative AI allows content to be produced in minutes, from articles, images, videos, and social posts. For enterprises, this may seem like a revolution in efficiency, but for brands, if they lose their differentiation, any more communication is just a "diluted impression".
A colleague of mine shared that her husband used AI-generated recipes to make a cake at home. He followed the steps smoothly, but when he enjoyed the cake with his family, he found that the cake not only had a strange texture, but also tasted like "I don't know what's wrong with it". When his colleague examined the recipe carefully, he realized that it contained many mistakes: the proportions were mixed up, the steps were reversed, and the AI had apparently "put together" several recipes without understanding the logic of baking.
This sounds ridiculous but it is also a reminder:
AI is good at combining information, but not "judgment" or "taste".
It can help you "talk", but it doesn't always know "what to say".
Have you tried to get AI to generate industry articles?
You should find that AI is very good at producing content that is "correct and of a certain standard", but often lacks a unique point of view, tone and personality. Imagine more and more of this kind of content in the marketplace. It's not hard for brands to be seen, but it's harder than ever to be remembered - AI has increased productivity, but it's also made the content more and more similar, and the tone of voice more and more flat. If a brand generates a lot of content without having a core idea, it will only end up making the brand "more and more vague".
Remember the 3C's of brand management: Conciseness, Consistency, Continuity.
1. Conciseness: Delivering a clear, concise brand message
The more information you have, the simpler it needs to be.
Instead of talking a lot about a brand, it is better to talk about the most unique one. In addition to the company's unique insight into the issue, from the level of brand communication, the brand's Essence is precisely the brand's unique and exclusive essence.
Take Texture Maker as an example, the essence of the brand is "fulfillment", and this concept should be brought into every piece of content and every interaction, so that the receiver will continue to feel the concept that the brand wants to convey: "Pinnacle is able to "fulfill possibilities" for you through food technology".
Read the case:Texture Maker
When the flood of information overwhelms the market, simplicity is power, injecting a clear message that is instantly understood and leaves an impression.
2. Consistency: brand-led, AI collaboration
The trend for brands to work with AI is inevitable, but brands must first define their brand strategy: what's your personality? What's your tone of voice? What values do you want to convey?
These elements are the very boundaries of collaboration with AI. Only when AI generates content within the correct scope can brand consistency be preserved so that customers are exposed to the same branded content across different platforms. Consistency is the foundation of brand trust, and in the age of AI, where content is bursting at the seams, people will be more likely to trust a brand that is always the same.
The same principle applies to AI interactions with customers. When a brand imports an AI Agent or intelligent customer service, it becomes an extension of the brand's personality. Brands need to define the tone of voice: Can it joke? What tone of voice should it have? What can't it say? With the advent of intelligent customer service, these details will become increasingly important in the near future, directly affecting the way customers feel about the product, and are key to building a consistent brand experience.
3. Continuity: Building long-term memories through repetition
AI can improve our efficiency, but the starting point of brand management should still be "understanding customers". By understanding the needs, emotions and language of customers, and creating products, services and content from their perspective, brands can establish a "real connection" with their customers.
The task of brand managers is not only to implement the 3C principles, but also to keep reminding themselves that no matter what the times are, it is still the real person who can feel for a brand. By allowing brands to respond to humanity with genuine emotion, they can leave a deep impression and trust beyond efficiency.
