In the age of AI, brand guidelines have become your most important asset.
Today your CEO is extremely stressed because AI makes everyone more productive, so he needs you to earn dollars faster than before.
He pushes the company and himself to the limit, to the point where his doctor and wife are collaborating on how they can take over the company when he dies of a heart attack at 48. All that stress is downloaded onto the poor marketing team, the creatives, the agency and everyone who needs to produce an ad yesterday, and who is asked, ‘Why didn’t it bring 100 new clients, because we did it with AI?’ It must be good.
As someone executing on the brand, you have no time to get to know it. You need to know. 1000%.
Because it’s quicker to ask Claude a question while you eat your döner kebab at lunchtime, you attach the brand book PDF to the chat and hope the ads it produces are on brand. You’re probably a marketeer who could write a brief for the design team, freelancer or agency, but under pressure (and because if you don’t do it yourself, it takes too long and the result could be awful), you design it with the AI and ship it.
At this point, failure is the only possible outcome.
With AI, it will always create drift because that’s the way it works now. Even if you give it a PDF or brand book, the rules are written for designers to apply and for a human being to think twice (which the AI does not, somehow, weirdly, I know), you will get more and more assets that are half on brand, a bit on brand, and somehow on brand, and you just push them out because, after all, who cares about the brand – you need customers.
By now, you’re really fucked. The brand equity you have built up is slowly eroding. Even if your users are brainrotted by short-form content and mindlessly scrolling while satisfying their sugar cravings with a snack on the bus, they are still human.
They are not stupid. They realise it’s off. Their subconscious knows it. They get a bit of a feeling they cannot describe. And then they scroll past your beautiful ad (on which, to save the day, you just throw a bit more money).
But then, out of nowhere, your saviour appears in the form of a Brand Orchestrator Skill you can install on your system with a single click (easier than searching for the current version of the brand book PDF on your hard drive, realising you have not properly archived it, embarrassingly asking 5 colleagues if they could (again) send you the current brand book after you tried the company knowledge hub on Confluence, only to realise you have been locked out because you refused to set up 2FA when the mail from IT came around 2 months ago).
This skill provides you with all the rules for your brand formulated for a machine. It leaves no room for doubt, interpretation or hallucination. It’s a system in which every little decision is broken down into principles and guiding principles. There is a skill for every single part of your brand, orchestrated by your Master Skill.
Now you are saved. You can follow the same process (God forbid I judge how healthy it is!) and now you get assets on brand. You are happy, the KPIs are happy and you can make your boss happy. He can then go home earlier and make his wife happy. The only unhappy person is his doctor, but never mind — he was the villain of the story from the beginning anyway.
PS: We build Brand Orchestrator Skills for your brand. If that sounds like something you need, say hi.