AI and DIY Branding

The Quiet Revolution in Business Branding: Will It Be Possible to Replace Experts and Consultants, And Should We?

Sometimes it feels like everyone is talking about AI. But then again, maybe it’s like how expectant parents suddenly notice a world full of pregnant women, strollers, baby ads, and billboards featuring pacifiers. It’s not the world that’s changed, it’s their focus.

As someone immersed in branding, marketing strategy, and business development, I feel compelled to examine AI through my professional lens. The question I find increasingly relevant is whether AI can replace branding experts and whether entrepreneurs and small business owners can conduct a full DIY branding process using AI tools alone.

To explore this, I’ll compare the branding processes I typically conduct with clients to what AI-based tools can achieve in a more automated fashion.


In my branding processes, I typically address these key components to achieve results:

  1. SWOT analysis, competitor research, and marketing/communication strategy: A deep and focused process requiring attention and investment, crucial for laying the foundation of the business.
  2. Identifying unique values, defining the brand’s DNA, and writing a pitch: This stage often involves significant client collaboration.
  3. Creating a name, slogan, and designing a logo, symbol, or brand character: Essential elements that embody the brand’s essence.
  4. Developing a cohesive visual language: This includes fonts, color palettes, and infographics to ensure consistent branding.
  5. Crafting a communication plan: Designed to promote the brand through digital assets effectively.


The Role of AI in Branding

AI brings clear advantages to these processes. It provides access to tools for almost every branding task, processes information quickly, and is cost-effective—making it particularly attractive to small businesses. However, challenges persist. Business owners must familiarize themselves with these tools, choose the right ones, and master their use, which can be overwhelming. Additionally, AI relies on pre-fed or web-based data and may miss the deeper insights or cultural nuances a human consultant would uncover.

A brand, at its core, is more than the sum of its parts. It embodies values, vision, and a story. Philosophically speaking, a brand has a soul—something AI cannot replicate.


AI Tools That Can Assist in Branding

Here is a list of AI tools that can support various branding stages:

  • ChatGPT / Claude: For brainstorming and crafting pitches or acting as virtual advisors.
  • Perplexity: Advanced search capabilities to gather market and competitor insights.
  • Crayon: Tracks competitor activities and identifies market trends.
  • SWOTbot AI: Conducts SWOT analyses, offering actionable insights.
  • Namelix: Generates creative business and product names, checking availability across domains and platforms.
  • Looka / Tailor Brands: For designing logos and creating cohesive visual identities.
  • MidJourney / DALL·E: For visual brainstorming and conceptual exploration.
  • Jasper / Copy.ai: Assists in crafting marketing content, pitches, and blog posts.


AI is undoubtedly becoming integral to branding processes. For most small business owners, fully autonomous DIY branding remains out of reach. However, AI can assist in specific stages, reducing costs and improving efficiency. For branding consultants, designers, and strategists, AI tools are invaluable, enabling faster processes and unlocking creative potential. By combining human expertise with AI capabilities, brands can achieve exceptional results that blend efficiency with authenticity.