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This decorated extract is from the digital branding Daniel Rowles © 2025, and is reproduced and adapted with the permission of Kogan Page Ltd.
If you could only feel someone’s personality, telling you things about yourself, we might end up with a very shallow understanding of them.
We may also have difficulty in believing in the personality that is built – and we may start to question the motivations behind what they tell us about ourselves.
This is precisely the situation of a commercial branding that uses airs for emitting such as TV.
The personality is carved, and then we were told what the personality was. We can’t talk, deal with and really understand the right personality.
Digital media Now, however, it means that conversation is no longer one way. They can cause, ask questions and develop a true image of the brand. I see through a carved brand and start seeing it what it really is.
It can be a scary thing for many traditional brands. It can also be a great opportunity.
Ai and branding
Artificial intelligence (AI) has had a deep impact on the world around us in recent months and years.
Things that were science fiction, or at least extremely difficult to do, unless you had enough expertise and resources, are now enabled with tools available to everyone.
These tools based on AI and their application may have huge Influence on our digital branding.
This can be as simple as it gives us the opportunity to create a better user experience using machine learning to help us optimize the website experience (for example, by giving someone content specially adapted to them) or to generate a picture that follows our guidelines brands used by generative AI.
However, beyond these tools AI to help us become more effective and effectiveWe are also facing new risks and ethical challenges.
Let’s take an example in the real world. Using a low -budget tool like Eleven laboratoriesI can create a fully convincing deep voice about my own voice. Then I can enroll any text I want and get a Deepfake Voice to read that text.
The voice sounds exactly like me, and I can even repeatedly generate the same speech, and every time it will sound a little different and all such a slightly different intonation, just as I would, if I read the same thing several times.
In order to test the quality of this voice, I replaced the segment of my speech on the podcast of digital marketing, which has over 150,000 listeners. No one noticed.
So, if I can be deep, should I bother more to record podcast? Should I inform my listeners?
Legally, I don’t have to, but I would ethically suggest I should. If I believe you and suddenly find out that after a while I listen to your voice, it is not really you, it will harm my trust.
AI gives our brands a tremendous amount of tools to improve what we do, but we also have to be careful how and when we use these tools, so we do not damages confidence in our brands.
Any use of AI -A should be done in mind, given the influence it may have.
Global box of soap
If the brand is basically the personality of something, digital media gives us the opportunity and opportunity to understand the true personality of something.
Then we can use this understanding to help us guide us in our decision -making processes.
This is a great opportunity from the customer’s point of view.
For example, this means that instead of putting ourselves on waiting for an hour when you make a phone call and a little choice, except to tolerate it, now I can go straight to one of the many channels on social networks and make their frustration very clear and very visible.
Now I have a global soap opera with all other potential customers outside and I can influence the Mark of a global organization in a way that was not possible before (or, at least, it was incredibly difficult).
This very visible appeal then becomes part of the perception of other people’s brand (pretty or not), and suddenly the construction of the brand can be demolished very quickly.
This is a highly changed environment for companies where they will do business – if they neglect this change, it can lead to problems.
This ability to cooperate and research the brand can be viewed with an even simpler point of view.
Maybe I am investigating a car purchase or a B2B service. I can now do a lot of research and inform my decision before talking to a car sellers or services supplier.
When I take this last step, I am far more informed and developed a rather deep perception of the brand before I directly deal with them.
In fact, from the information I have collected online, I may have decided even considering certain brands.
This information may have been on the third party website in the form of a review or comment on someone I never met, but I can trust him for the voice of the brand.
Social media fails
This environment that changes quickly and slow pace of companies that adapt to it lead stories of disasters on social networks we see on the net on a daily basis.
Most of the social media disasters show a lack of knowledge of how to practically use a particular channel of social media or show the belief that Mark can somehow manipulate the canal and escape from this need for authenticity and transparency.
Another common topic is not to understand the changed role of the brand in this two -way conversation.
Traditional brand metrics
Traditionally, Mark is measured by asking questions and trying to judge what someone thinks of the brand and trying to determine what this means about potential sales.
There is a wide range of different ways of looking at it, but in general, we would take some sampling of our audience and see what their views were before and after exposing some form of marketing.
This research would ask a number of questions and there are many different approaches, but basically, we would try to answer the following questions:
- Are you aware of the brand?
- Do you like the brand?
- Do you plan to buy a brand?
- If you bought, do you intend to repeat it?
Basically, we assume that if we can list more people to respond positively to each of these questions, we will probably get more sales.
This can still be an extremely valid process, but only when it is effectively integrated into the overall approach.
The sum of all experiences
Basically, digital branding is the personality of our organization, service or product created by the sum of all the experiences that the individual has with that brand.
This still includes things such as visual identity, but now it includes a much more important and influential touch point such as the interactions of social media and internet views.
Your logo can make you recognizable, but your overall brand decides what I remember you.
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