Artificial Intelligence (AI) has changed a lot of how we do things, including brand identity development.
In fact, data tells us that 78% of organizations worldwide use AI in at least one business function in 2025. In addition, almost nine in every ten small business entities utilize AI for everyday tasks.
In this article, let’s peel back the layers of harnessing the power of AI in building a strong brand identity that makes a mark. Let’s dive right in!
What Generative AI Brings to Brand Development
Like many other everyday tasks in a business, brand development can be enhanced by AI. Here are a few advantages of using AI when brainstorming, developing, or overhauling your brand:
Efficiency and Speed
With AI tools, you can make your branding and marketing efforts a lot more time-efficient. For instance, you can use ChatGPT to generate taglines for your brand, given your initial brand identity, goals, and products. In addition, you can also use text-to-image tools to craft simple visual assets for you, such as social media posts or email visuals.
Cost-Effectiveness
With the use of AI tools, you won’t need to hire a big team or an agency to do your brand development. Instead of spending a lot on outsourcing or hiring in-house, you can use these tools to brainstorm for you, generate visuals, copies, and more. Note, however, that you need to know how to really use these tools to be able to make the most out of them.
Scalability
AI tools allow brands to scale without having to spend a lot. That said, this is especially crucial for startups and small businesses with limited marketing budgets. With AI tools, you can create and implement campaigns not just for one brand but even across multiple brands simultaneously.
Branding in the Age of AI
Photo by Matheus Bertelli from PexelsHere are a few branding development processes where you can incorporate AI:
1. Logo and Visual Assets
Non-designers can take advantage of AI tools to quickly generate logos as well as other visual assets. These can include posters, email visuals, social media visuals, and more.
Examples of AI tools:
2. Tone of Voice
You can also use AI tools to refine your tone of voice. Doing so will allow you to maintain a consistent tone across all channels.
Examples of AI tools:
3. Campaign Mockups
AI tools can also make it easier to make campaign mockups through the quick generation of campaign calendars, creatives, and captions. You can also use these tools to create product mockups without having to pay for professional photography and editing.
Examples of AI tools:
Limitations of Using AI in Brand Development
Despite the many benefits of AI tools in brand development, they can also come with downsides. Here are some limitations you need to consider so you can anticipate them and work around them:
- Generic Results. AI tools run on algorithms, meaning they mostly generate results from materials that are already out there. That said, AI-generated visuals or copies tend to lack originality. Not to mention, with a lot of users turning to AI tools these days, it’s not uncommon for AI-generated visuals to look similar to one another.
- Brand Authenticity. AI might be intelligent, but it doesn’t experience emotions and get context like humans. That said, relying on AI alone might risk your brand losing the human touch.
- Legal/IP Issues. Since AI generally pulls out elements from existing materials online, it’s not far-fetched that a generated material could be violating intellectual property and copyright laws.
If you want a scalable AI brand development solution while avoiding the challenges above, one option would be to outsource to an AI-backed subscription-based graphic design service. Creative companies like Penji, Design Pickle, or Delesign combine AI and human talent to deliver clients’ design requests.
How to use Generative AI in Brand Development
If you want to use generative AI for brand identity development the right way, the best way to do it is to use AI to make the process faster and refine the results with your human judgement.
Here’s a step-by-step guide on how to do it:
1. Goals and values
First of all, you need to define your goals and values as a brand. What do you stand for? What principles are the most important to you? How do you see your brand helping your target audience achieve their goals? At this point, don’t worry about correct grammar or sentence construction yet. You can use AI tools for that later. The goal in this initial step is to establish the core of your branding first.
2. Select AI tools
Next, select the AI tools you’ll be using for your tech stack. You can check the list of tools above as well as other alternatives. Take the time to test out each tool (many of them are available for free) to see which ones fit your needs.
Photo by RDNE Stock project from Pexels3. Generate options and variations
Using your chosen AI tools, generate the basic assets included in your branding kit. These can include:
- Brand Name
- Mision-Vision Drafts
- Logo and Logo Variations
- Color Palettes
- Font Combinations
- Taglines and Slogans
- Brand Voice Samples
Once you have the above-mentioned covered, you can generate other branding materials, such as:
- Social Media Templates
- Business Cards and Stationery
- Packaging Concepts
- Website Wireframes & Mockups
- Presentation Decks
4. Select the best fit and refine
From all the assets you generated using AI tools, pick the ones that best fit your brand and use your human judgment to refine them.
The Lowdown
Generative AI can be a powerful tool to make your brand development process smoother, quicker, and more efficient. However, remember that AI tools are simply that – tools. In the end, it’s still the human touch, emotions, and cognition that put the heart into a brand. By combining AI’s ability to generate variations at scale with your own insights and creativity as a human, you can create a more relatable and authentic brand identity.
Featured Image Credit: Photo by cottonbro studio from Pexels
