Why Developing Brand Messages Using AI Can Hurt Your Business
- simplyk2mktg
- Jun 22
- 3 min read
When it comes to marketing your small business, you want to start with a strong foundation, and that means starting with your brand messaging. It needs to be specific to your brand or business and most importantly deeply connected to your dream client.
It can be tempting to just put some query data into Chat GPT or Claude to spit out a target audience, your positioning statement or mission statement, but developing your brand messaging with AI can hurt your business.
Here are 3 Reasons Why AI Branding Needs a Human Touch:
AI Misses Target Audience and Competitive Nuances
While Artificial intelligence can quickly aggregate information across the world wide web within minutes, it has a fairly good handle on outlining demographics (including: age, gender, location, income, education) for a dream client. However, when it comes to the psychographics (likes, dislikes, habits, beliefs and values) of your dream client, it can miss the mark on the unique characteristics and nuances that often make them the perfect fit for your brand. AI makes assumptions (often false or outdated based on what it has scraped) which can misdirect your efforts when it comes to details about your dream client.
It’s better to do this work manually. It is through thoughtful, time-tested human research that you can uncover that your dream client prefers to shop on weekdays, they prefer mobile pay options or are now looking to Pinterest versus Instagram and love to shop small vs. at big box stores. This is critical information to know for both local marketing, distribution and pricing and the chat sites just can’t keep up with real-time and 100% accurate information.
The Generated Brand Messaging is Not Unique to You
AI scrapes information from websites, blogs, libraries, books and proprietary data, and the results presented are a synthesized answer. Which means due to the very nature of where it gets its information, it’s not unique. Could it work for your business? Potentially, but it’s likely that someone, somewhere has used the same or similar words it’s presented to you. And because many results don’t include the sources, you can’t attribute the findings to confirm. They may also be inaccurate.
This is a very important point because your brand’s messaging should be unique to your specific business or product. This is especially true of your branding positioning statement which sets your business or product apart from your competition, aka everyone else. Your brand needs messaging that’s unique to you and not copied from someone else.
AI Results Often Don’t Reflect Your Tone or Your Brand Values
Can your prompt ask AI to write with a specific tone? Sure, we’ve always been left wanting or feeling like it misses the mark when we tried it in the past and even when presented by some clients. Most generated content doesn’t sound like your brand, sometimes it doesn’t even sound human. The flow is quiet formal, information doesn’t apply your values, and we believe that AI has ruined en and em dashes for those of us who used them with purpose.
When it comes to brand messaging leave it to humans to help you develop it and skip AI. We recommend working together as an executive team or hire a brand messaging expert. Even AI-generated results that are somewhat close, can still sound a little mechanical or bland. Plus people can typically spot AI-generated content. Getting prospective customers to like your brand can be hard enough, it’s better to not add the perception of inauthenticity with AI generated branding to the mix. Your prospects deserve and want content that’s speaks to their needs and challenges.
Is your current brand messaging missing the mark? (You can tell if your leads or conversions are low.) No matter how you first crafted yours, or even if you haven’t yet, we can help. Inquire about our foundational brand messaging services today.
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About Us: Simply K2 Marketing is proud to be AI free. We do not rely on AI prompts nor use AI generated content to develop your brand and marketing plans, strategies or copy related to your business. What we provide is original, tailored recommendations and strategies that are thoroughly researched, tested and specific to your goals. We accomplish this through discussions with you and your team, our 30 years of brand and marketing experience, and with the assistance and expertise from our business partners. We want your business to thrive by showcasing what makes your business stand out from the competition vs. sharing previously used content.
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