I’m late in writing about ChatGPT. Generative AI is a useful tool for brainstorming ideas and having conversations even though the users still need to validate the data and often find the point made is far from logical and clear.
Many people find it helpful to instruct ChatGPT with a job, a role, specs, and a goal so it generates ideas and content that are relevant and useful. In branding work, figuring out that goal, the specs, the framework, and the nuances to guide clients is our work.
The biggest misunderstanding people have is that we create their brands, not them. But brands are not merchandise. We can’t create and hand it over and say: here, use it. That's not how it works. It's the business owners, the CEOs, the leadership team, and the employees who create their brands. And people create it with our guidance and advice.
Branding marketers’ work is to create the conditions, instruction, and facilitation that help our clients to reach their goals. When people don’t know where to look, what to consider, and how to decide, we step in and help. At least, that's how it works for now.
