The most successful brands are built in such a way that they speak effectively and efficiently to their target audience across any and all potential mediums. A Brand is more than a name, a logo, or an advertising campaign, it represents the total communicative ability of all of these pieces to work seamlessly together.
In order to ensure that the brands behind their products and services are always successful, companies must consistently evolve with the ever-changing ways in which consumers will be interacting with their Brand. Whether it is the rise of the radio advertising or the latest popular social media platform, brands who adapt to complete will rise to the top.
Though not necessarily adhering to the true definition, Artificial Intelligence, or “AI” has become the short-hand term for rapidly advancing consumer technology interfaces. Just as brands had to adapt to the audio medium of the radio or the disappearing pictures of Snapchat, AI represents yet another piece of communication with the consumer that is rapidly approaching critical for brands both old and new. Not only is Google nearly ubiquitous in every branding and marketing plan, but platforms like Apple’s Siri and Microsoft’s Cortana, as well as other “intelligent” interaction platforms like them, are only going to continue to become more and more of a primary piece of how a large group of consumers are interacting with brands.
Beginning as early as the naming of a product or service, companies and their agency partners should have an understanding and a plan for not only how consumers will view and interact with their Brand, but also how these AIs will. “Understanding the language and data that AI respond to is key to crafting an effective message that will compel [these platforms] to more likely convey the information to the user.”
Understanding how to simultaneously speak to both areas requires an understanding of how potential consumers are going to be exposed to the Brand. Will this product or service be found through search engines like Google? Be shopped for on Amazon? Displayed as an ad on Facebook? Only through targeted, intelligent market research and an expertise in how these platforms communicate can a Brand be properly interconnected through any or all of these channels.
Understanding, in detail, how the rise of technology effects any branding initiative has reached a point where it must be considered vital. How consumers interact with brands in all spaces for all industries from healthcare to B2B and B2C is something that any Company’s branding agency will have to have an expertise in and plan for from the beginning.