AI can really help you create content quickly whether that be for product images, socials, marketing videos or advert creatives.
However, many businesses run into problems when it comes to keeping their branding consistent.
Using AI you can create clean images however they may not look the same next time you use AI. The colours, lighting, tone and style may be completely different.
This will cause your brand to not be consistent throughout your website, social media and adverts.
How can you use AI to create more content, but keep your brand consistent?
Here are some top tips:
1. Have a brand brief
Make sure you have a clear brand guide to follow when creating content with AI.
This does not need to be complicated. Just include:
Brand colours and codes
Fonts/typography
Logo and product references
Style preferred
Tone of brand
Previous campaigns used
A fitness brand may have bright colours, dynamic imagery and bold messaging. Whereas a luxury skincare brand may have soft lighting, neutral colours and clean styles.
Being clear on your brand styles, will mean your content will be consistent.
2. Be specific with your prompts
Don’t use generic prompts such as:
Create a professional product advert.
Be specific with what you want your creatives to look like. Who is your content targeting? What don’t you want to change about the content?
For example:
Create a clean product advert for a reusable water bottle. Targeting young professionals. Soft morning lighting. Clean colour palettes of greens, white and charcoals. Modern. Clean advert with product taking the focus. Don’t change the shape of the product. Logo and original details.
The more specific you are with your prompts, the more control you will have over your creatives. Don’t be too generic or you will get too many variations.
Pro tip: Save your prompts that worked well. You will have a brilliant range of prompts!
3. Create content for each platform
Your content will need to be different for each platform.
Instagram – Product images with short copy.
Reels/Shorts – Vertical video showing off a feature.
LinkedIn – Informative content explaining the problem/solution.
Website – Detailed visuals to help people understand your product.
Although the content is different, your brand should still be clearly identifiable.
4. Create a creative process
If you are creating content randomly it can be difficult to ensure quality.
Try to follow this process:
What is the purpose of your content? Are you looking to increase brand awareness, engagement, clicks or sales?
Get inspired. Have approved images of your product, brand guidelines and campaign information.
Use your brand brief and specific prompts to create your first creative.
Review your visuals, copy, layout and product.
Create variations using your approved creative direction.
Save your approved assets and prompts.
This will help your team create content quickly but also have control.
5. Avoid common AI errors
Even though you are using AI you will still need to review your content.
Make sure:
Your visuals are consistent. Don’t change the style, colours and lighting unless there is a reason.
Product details are correct. AI can change product packaging, logo and features.
Copy is correct. Sometimes AI can make spelling errors and letters can be distorted.
Claims are correct. Always check pricing, offers and product benefits.
Too many variations. Try to keep your creatives down to a few to be useful.
Check the requirements for the platform. Make sure the size, readability, quality of video and advertising guidelines are met.
Quality is key when using AI.
6. Monitor what is working
Just because your creative looks good doesn’t mean it will be a successful campaign.
Check the results against your original aim.
If you are looking to increase brand awareness – Check impressions, views and engagement.
If you are looking to increase website traffic – Check clicks and landing page visits.
If you are looking to increase sales – Check conversions and cost per customer.
When testing different creatives only change one major element. For example 2 different headlines but keep the target audience and offer the same.
This will help you see what is working.
Final Thoughts
AI can really help you create content quickly. However, just because you have more content does not mean it will be better.
It is important to have a clear brand direction, specific prompts, content for each platform and review all your finished assets.
Using tools to help with your creatives will help keep everything consistent using your brand guidelines and creatives.
How are you using AI in your content? Do you have a brand brief and bank of prompts or do you create your own prompts?
Top comments (0)