Branding in the age of AI: what still needs the human touch

AI is rapidly changing how we approach marketing and branding. With just a few prompts, it is now possible to generate taglines, create logos or outline messaging frameworks. What once took a team of creatives can now be done in minutes.

But when many businesses are using the same platforms, trained on the same data and guided by similar prompts, it raises a question. Would every brand start to look and sound the same? What makes your brand feel different?

Why brand thinking still matters

You can ask AI to generate a value proposition or a brand purpose. And it will. But often the result sounds like something you have read before. Well-written, maybe even appealing, but not unique. 

A distinctive brand perspective does not come from a prompt. It comes from reflection; from diving into the mind behind the business. Understanding what matters, what drives someone and what they want to be known for. A client once called me 'a psychologist'. Of course I am not, but I understood what he meant. Building a brand often means asking honest questions, making deliberate choices and letting go of what does not belong. That is not something you can automate.

The importance of a strong foundation

A brand is more than a logo, tagline or visual identity. These elements play a role, but they do not define the brand on their own. What gives a brand meaning is the clarity behind it. The thinking, the values and the experience you want people to have when they come into contact with you.

Strong brands are built on intention, not just consistency. When your values, tone and actions align, your brand feels grounded and believable. And when that foundation is in place, AI tools can become far more useful. You can guide the output with confidence rather than relying on trial and error.

Staying thoughtful in an AI-driven world

Yes, I use AI in my work as a brand and marketing strategist. Like many others, I use it to speed up, test different directions and explore possibilities I might not have considered otherwise. It also slows me down at times, when I have something in mind and spend numerous prompts, only to realise it still does not feel right.

To help companies move forward with relevant branding and marketing, I need to ask thoughtful questions, do proper research, challenge assumptions and sharpen the direction. AI can support me in that process. But the true questioning and critical thinking still need to come from me.

To reflect

AI tools are developing fast and becoming more accessible. They are powerful and increasingly capable. At the same time, building a distinct brand still benefits from a human touch. It is not just about asking questions. It is about questioning in the right way. That is still where human thinking adds real value.

If you are in the phase of shaping, refining or rethinking your brand, I would be glad to think along.