Unpacking the Reasons Behind Its Failure

Many individuals believe that creative branding is purely about the visual elements, like logos and colors. However, the reality is that there’s a lot more to consider. It raises the question: can various AI tools work together to replicate the creativity brought by a traditional design team?

Attributes of Creative Brands

While logos and color schemes are vital, a robust brand is built on strategic reasoning and a range of elements that constitute a complete brand identity.

1. Logo

Logos often serve as the brand’s identity. They can consist of various elements: an icon paired with text, a standalone icon, or text alone.

While a logo doesn’t always need to have deep significance, it should maintain some relevance to the brand it represents. It’s crucial to strike the right balance between too much and too little meaning in your logo, especially when utilizing AI for design.

2. Color Palette

A brand’s color palette is vital for multiple reasons. For starters, the colors need to harmonize with one another. Additionally, colors carry specific meanings. Successful brands leverage color theory effectively; for instance, many banks use red, which signifies prosperity. Similarly, various social media platforms utilize blue, as it represents freedom and reliability. Brands opting for white and silver, like Apple, convey confidence.

Moreover, selecting the right colors is crucial for accessibility, ensuring that all people can access and appreciate your brand.

3. Typography

Typography plays a crucial role in branding as well. Font selection is just as significant as color choice.

Commonly used fonts can detract from your branding efforts, blurring the lines between your identity and others that use the same typefaces. Uncommon fonts can often feel like novelties, risking being deemed gimmicky.

Select a strong typeface for your logo and a compatible font for your brand’s communication materials. This includes differentiated fonts for headlines and more readable options for body text.

4. Target Audience

Market analysis is a crucial yet often overlooked component of any creative branding initiative.

Your brand must connect with the demographic that your product or service targets. This research is foundational—occurring before any design work begins.

5. Imagery

The imagery your brand uses plays a significant role in shaping audience perception. This includes advertising, marketing visuals, product showcases, and the overall vibe that your brand projects.

6. Tone of Voice

The tone of voice defines how a brand communicates in written or spoken formats, reflecting both its personality and reputation among its audience. The choice of words and the overall tone are more vital than many realize in establishing a brand’s identity.

In my attempts to create a compelling brand using AI tools, I explored various options and documented my findings.

Market Research and Tone of Voice with ChatGPT

I began by utilizing ChatGPT for market research concerning my brand, which is a watch company targeting military men in their 30s. ChatGPT helped create a persona of the ideal customer, listing traits and lifestyle details.

It also offered insights on brand keywords, ethos, and tone of voice, all of which are crucial elements in brand strategy.

Logo Design via Kittl

I entered my brand keywords into Kittl’s AI Logo Generator to create a logo without inputting the brand name, leading to it being generated as well.

While the results from the AI generator didn’t meet my expectations, I opted to use Kittl’s AI Vector Generator; however, it produced some nonsensical text that needs edits.

I found the AI generator fell short of fulfilling my prompt effectively, leading to results that aligned poorly with the brand message generated earlier by ChatGPT.

Lifestyle Imagery using Adobe Firefly

I used Adobe Express’s AI Image Generator, powered by Adobe Firefly, to create lifestyle images for my watch brand, but sadly, they came out with awkward AI-rendered hands.

Using Generative AI for Creative Branding Has Limitations

The primary goal of using AI in design is to yield quick outcomes. However, while I received rapid results, the quality was lacking. ChatGPT proved to be the most beneficial tool in my branding project, providing insights that could easily be translated into discussions with design professionals and researchers.

I was disappointed by Kittl’s performance, which seemed to miss key aspects of my prompts, while the lifestyle images produced by Adobe Firefly looked distinctly artificial.

In the absence of a suite of tools tailored for generating appropriate typefaces or color schemes, I believe that crafting these brand elements manually or collaboratively with a design team would yield far superior results, even if it requires more time.