top of page

Denver, CO

Visual identity, Small business branding, Startup branding, Boutique branding agency
dieresis, diéresis, NAICS 541430, NAICS 541613, NAICS  561439, NAICS 541870, graphic design studio, graphic design agency, graphic design firm, marketing agency, branding, brand identity, corporate identity, brand building, social media content, custom social media content, graphic design, best agency, denver, colorado, logo designer, digital design, marketing material, creative studio, digital studio, digital agency, creative agency, brand consulting, brand consulting agency denver, dieresis, diéresis, design, designer, ad agency denver, ad agency, puerto rico, ad agency englewood, marketing, isometric illustration, isometric, icon, icon pack, saynet, branding denver, branding colorado, advertising agency, top advertising agencies, graphic design sites, graphic design prices, buy ads, graphic design firms, custom logo, business logo design, custom logo design, branding firm, design studio, creative logo design, advertising your small business, advertising websites,
Branding, Brand strategy, Brand design, Logo design,
Expert advice on logo design for startups.
Affordable branding solutions for small businesses,
 How to create a strong brand identity for startups,
 Branding mistakes to avoid for small businesses,
 Case studies on startup branding, digital design,
 DIY branding tips for startups, Effective brand strategies for new businesses, Visual identity trends for small businesses, brand logo
Latest branding trends for small businesses, Success stories in small business branding, graphic designer near me

Let's Talk About AI and the Future of Branding

Let’s Talk About… is a series of short publications where complex topics are discussed in an accessible and light-hearted format. Let’s Talk About… is presented as a case study of the ins and outs of the world of design for seasoned experts and newcomers alike, including those who may be undergoing the research process before engaging with an agency for future projects. With this in mind, we hope you enjoy this series of publications as much as we’ve enjoyed producing it.

Read more about this series on:

ai on branding, AI in branding, future of branding, ethical branding, brand consulting agency, denver branding agency


Let’s talk about the future of branding and the impact AI will have on the industry. With an increasing number of AI tools being published daily, many companies, consultants, and designers are experimenting with artificial intelligence to cut down on development time, enhance the final product, and experiment with new techniques and styles. This leads to the first question we are faced with repeatedly: Will AI be able to create an effective brand?


Branding and AI

To answer this question, we first need to discuss what a brand is. In short, a brand is the collection of elements, both visual and emotional, that acts as a recall mechanism that reminds us of a specific organization or group. Brand building involves many processes, some of which can be enhanced by using AI. Ultimately, branding is about evoking feelings and curating experiences to create differentiation and recognition of a brand. A brand is a name, symbol, promise, set of expectations, structured set of perceptions, and collection of experiences. Most importantly, a brand is an asset that drives growth.

Can AI replicate this? Well, it can replicate some parts. AI can be a great tool which could help in the process of creating certain brand elements like articulating a tagline or a set of brand values. AI, for better or for worse, cannot feel or emulate emotions, which is where AI falls short, and it is very noticeable when it does. Branding has a lot to do with curating a feeling, and feeling emotions is something that (so far) only we humans can do.


While AI can in fact help in the creation of some brand elements, it is important to make the distinction between “help in the creation of” and “create”. AI can be an amazing tool that aids in the creation process, whether by analyzing large quantities of data from user behavior, or for workshopping ideas. It should not be used to simply create key elements of a brand. AI generated brand elements lack emotion and soul. We are sure you’ve seen articles or images that feel disconnected or “off” only to later find it was made by AI. You are not alone in this.


Brand Naming as an example

Let’s use brand naming as an example. A key element of brand naming is finding a name that is unique, usable, memorable, and is rich in meaning fueled by the brand’s story or offering. Some non-quantifiable aspects of brand naming include things like the way it “rolls off the tongue”. This is not an easy task, and neither should it be. The process of creating a name involves research (which is something AI can help with) and creating connections between sound and meaning that trigger an emotional response. Many AI tools, and we’ve tried many of them, tend to create names that are wordsmash (combining two words into one) or made-up words in the best of scenarios. These are not inherently wrong. In the worst-case scenarios, these names are the worst thing you could use for a name: generic and forgettable.


Try this experiment, ask your AI tool of choice to create a name for a brand that sells outdoor clothing. You are likely to get names like TrailBlaze, SummitGear, AlpineVenture, TerraEdge, WildernessWave, PeakPath, OutlandOutfitters, HorizonHike, WildTrail, ForestFjord. These were all AI generated, as you can imagine.

At first glance these look okay, but they are barely scratching the surface of what a great name can be. AI could not create a brand name that evokes feelings or that goes beyond the generic imagery of mountains, horizons, or forests. On the other hand, we have Arc’teryx which evokes the feeling of the outdoors through unconventional ways. This brand creates that feeling by making an unusual connection between paleontology, of all things, and the outdoors.


Use of AI in Branding

This does not mean AI has no place in branding (or in any other industry for that matter), on the contrary. It is imperative to identify where AI can be used successfully to distribute assets and efforts effectively between AI and traditional methods.


Use AI for: 

  • Analyzing large datasets

  • Creating specialized chatbots

  • Creating customized recommendations

  • Spellchecking and organizing structure

  • Brainstorming


Avoid using AI for

  • Things that require an emotional component

  • Tasks where an emotional reaction is a KPI

  • Branding fundamental components (essence, etc.)

  • Logos & identity


If your organization lacks the resources or manpower to create an asset that is imperative to have, like a name for example, using AI is not the worst option. Afterall, not having a name is worse than having a generic name. Keep in mind though, that these AI generated assets should be treated as placeholders until they can be replaced by the right asset.


Future of branding

At some point in the future, AI will have the ability to match actual human creativity, or at the very least pass as a very convincing attempt. This is not a question of if, but a question of when. When it does, what will happen in terms of brand building efforts? How will brands differentiate themselves from the competition?


When brand building is no longer an issue, and brands big or small are playing on an even playing field, brand building will shift focus from visual and emotional to technical and ethical. Data has shown that newer generations of consumers are voting with their wallets. The new generations of consumers are now investigating the brands they choose to support and making buying decisions based on ethical reasons such as buying from ethically sourced manufacturers or buying from brands that have made an effort to support local communities.


In the future, the brands that will have an advantage are the brands that make ethical decisions such as:

  • Reducing carbon footprint

  • Using ethically sourced materials

  • Reduce environmental impact on rivers and forests

  • Having a commitment to inclusion and diversity

  • Fair employment practices (higher employee satisfaction)

  • Develop brand building programs that champion social causes


These are some examples of ethical brand building opportunities that will decide which brands garner more support from consumers, but these are all already relevant today. Not too long ago, Nestlé came under fire for polluting rivers and harming wildlife. This had a noticeable effect on the stock value for the company and the Y2Y sales. On the other hand, brands that have made efforts to create positive impact on the environment or communities see measurable growth. Dove, for example, with the Real Beauty campaign aimed at dismissing the old, entrenched beauty standards created positive news by affirming that beauty comes in different colors, shapes, and forms.

dove, real beauty, branding, ethical branding, brand consulting, example of ethical branding



AI is here to stay, how we use these tools will determine if we are successful in their use or not. While their use is welcomed, when done correctly and ethically, brand building will remain a deeply human activity. Afterall, we are building brands for humans, with human emotions and human reactions.


By integrating AI tools where they excel and relying on human creativity for emotional and core branding tasks, businesses can effectively navigate the future of branding. Ethical practices will play a significant role in differentiating brands as consumer awareness and values evolve.


Lastly, understanding human behavior will prove difficult to a highly rational AI. A 2008 study by Dan Ariely (Predictably Irrational) gives a clear example. When consumers were polled about reasons to buy a truck, polls and surveys show that attributes like durability and safety features are the most important attributes. Yet, intangible attributes like “cool styling” or being “fun to drive” are more likely to influence a buying decision. While this may seem second nature to branding experts, we are unsure AI can achieve this level of attunement with human experience. For this reason, AI is doomed to complement the work we do rather than overtake it entirely.


So, if you are a brand consultant, designer, or expert in any related industry, we have good news. You are likely to have a role to play in the future.

Are you interested in learning more about our Branding services? Visit: Branding.

Related Posts


digital agency, branding, custom branding for small business


bottom of page