Can AI do identity development and rebranding?
An expert breakdown of a typical process from public sources, worked out by the same rules as your own check.
0 of 11 steps go to an agent
Goes to an agent (0)
An agent does these steps on its own.
No steps here.
AI drafts, a person checks (5)
AI prepares the work; a person reviews and confirms it.
Development of visual identity directions (mark, palette, typography, imagery)
AI drafts it and a person checks: AI only drafts part of what it takes.
- Producing a result accepted by a stakeholder's taste and consent
Rounds of revisions of the chosen direction until acceptance
AI drafts it and a person checks: AI only drafts part of what it takes.
- Generating text in a given register
- Producing a result accepted by a stakeholder's taste and consent
Trademark clearance check against the registers and common law
A person signs off: the step needs a formal approval.
Brand guidelines, templates and the asset set
A person signs off: the step needs a formal approval.
Post-launch evaluation against the rebranding goals
A person signs off: the step needs a formal approval.
Stays with people (6)
These steps need a person's judgement or presence.
Decision to rebrand and the project brief
Stays with people: it takes judgement that depends on your business context.
- Judging risk or priority in a business context
Brand audit: market, competitors, perception outside and inside the company
Stays with people: it takes judgement that depends on your business context.
- Open-ended dialogue with an external party
Brand strategy: positioning, narrative, value proposition, architecture
Stays with people: it takes judgement that depends on your business context.
- Judging risk or priority in a business context
Choice of naming approach and development of name options
Stays with people: it takes judgement that depends on your business context.
- Judging risk or priority in a business context
Presentation of the directions to the stakeholders and choice of one
Stays with people: it takes judgement that depends on your business context.
- Open-ended dialogue with an external party
- Consolidating people's contributions and resolving priority conflicts
Launch: internal stakeholders and training first, then the external relaunch
Stays with people: someone has to be there in person.
- Transferring a skill to a person with in-the-moment correction
1 step outside what AI can work on
Physical work, or nothing AI could apply itself to. These steps count in no figure.
Approval of the identity by the authorised body
Nothing in this step is work AI could apply itself to.
Sources
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