How To Escape The Age Of The Average
Artificial Intelligence is here to stay. Increasingly capable of doing almost anything, from content writing to logo design and advertising ideas, AI has what it takes to do some of our jobs even in this technological stage where there’s still a lot of space for improvement. While I believe, or at least hope, that AI will never be fully capable of replacing human creativity, another dilemma is born. An AI tool is a great assistant to have when working, nevertheless is the same assistant everyone has, one which is not capable of self-expression. Take that and mix it with a trend toward bland, and there you are: trapped in a world of brand mediocrity. How do you get out?
Artificial Intelligence won’t take over the world
I won’t insist on the reasons why Artificial Intelligence is a dull creative. Anyone who has ever used ChatGPT or another AI text tool for copywriting will tell you that on the first try, you only get generic results. The same goes for the rest of the tools. You need to become skilled at giving it prompts to generate something that sounds or looks good, makes sense and it’s also original. Sure, it’s great for people who quickly want to fill their blogs with mundane content for SEO purposes, but not every brand wants to just blend it and be just another face in a crowd. It’s beyond any question that AI tools can be used to enhance creative processes and that will happen more and more in the future. But we can all admit that they can lead to homogenized writing and thinking which we’ve seen more and more flooding the digital space.
And if you don’t believe my word, I asked ChatGPT itself an opinion on this topic:
Do you believe using AI copy tools can lead to homogenized writing?
“There is a risk that using AI copy tools could lead to homogenized writing, as these tools rely on existing data to generate new text. If the input data is limited or biased, the output may be limited or biased as well, resulting in a lack of diversity in the writing. Additionally, AI copy tools may prioritize efficiency and accuracy over creativity, which could also contribute to a more homogenized writing style. However, it's important to note that the extent to which AI copy tools contribute to homogenized writing will depend on the specific tool and how it's used. If used creatively and thoughtfully, AI copy tools can be a powerful tool for generating new and unique content.”
An AI who knows thyself.
Why so many brands look exactly the same.
On top of that, add this increasing trend to create brands that won’t upset anyone. Somebody coined the term premium mediocrity and I have to admit, I kinda fancy it. It’s basically everything that looks classy, but it’s still affordable to everyone. Startups and tech companies have been the first ones to jump on this. Modern feel, minimalist look, everything is smart and in the spirit of capitalism also affordable although that’s actually relative, isn’t it? The tone of voice is usually aspirational or inspiring and never too funny because humor can be risky and no one wants to risk even slightly being unpleasant. Karens are an important part of the audience so please don’t bother Karens.
But do you know what happens when all you want to do is please? Nobody ever notices you.
The four mantras of brand originality
So how can you still be original as a brand? How can you transcend this sea of sameness? I bet you would expect me to say that to escape the age of average, you need a rebellion, you need a new way of doing things, to disrupt the current reality.
On the contrary, I think in order to go forth, you need to go back and remember what were the traits that made great work in the first place. Greatness will remain greatness whatever the context is. A great advertising campaign will pass the test of time and will be as relevant for the next generations as it is now despite future developments.
We now have AI tools and trends. In the future, we might have robots delivering pizzas and humans dressed only in shades of pink in an attempt to embrace complete equality. Who knows?! The important thing is to be open to change and be aware of what happens now with pluses and minuses. At the same time, we should all be more like J-Lo and “don’t forget where we came from”. Don’t forget where greatness comes from if you want to be original and pass the average test.
1. Be surprising
AI tools can help you with research, but the surprising insights and the fine truths needed to craft a great idea are a result of a human’s sense of observation. AIs can’t see (yet, at least), can’t be there with you in a restaurant, and observe the weird sounds people make when tasting something delicious. They can’t see the ways in which humans transform when they’re not given food. They can’t see what you see. That’s why, they will never be able to master the art of insight hunting. And at the base of every terrific campaign idea with the power to change perceptions and influence behaviors stands a great insight.
2. Be honest
Embrace your weirdness as a brand. Don’t try to be like everybody else. When positioning yourself, look down at your flaws and qualities and create an authentic brand personality. Find your true essence. Don’t be bland. Choose an archetype that truly defines you. If you are a rebel, talk like a rebel. Don’t be a rebel that excuses themselves every time they open their mouth. Don’t wear a black leather jacket and talk like a Japanese geisha. If you are a joker, please do joke! Make people laugh with tears, be loud, enthusiastic, colorful, and explosive. Don’t pretend you are funny and use jokes other people wrote. It’s okay if you’re not funny as well, but remember that you need to know who you are. You need a strategy that defines every detail of your personality, every obstacle, and every opportunity before planning a campaign. Without an honest strategy, it’s like going to an art heist with the plan for a bank heist. Some things may work out, but you will not be fully prepared.
3. Be a little bit crazy
After you have decided on a brand personality, don’t be afraid to express it. AIs don’t possess the ability of self-expression. They could never reveal something they are not. You need creative people to unleash a brand’s potential. And as an entrepreneur or brand manager, you need to let people be creative and have the courage to do uncanny things. Dare to create art. Dare to craft the hell out of a story. You need humans to put a little bit of their craziness out there in their work.
Because that’s what sets us apart from one another.
4. Be a brand with a purpose
What is the reason for your existence besides making money? No, money doesn’t count although it makes a good perk. Make your purpose your Brand Bible. Believe in it so much that will make other people want to follow you. “Hey, I like what these guys are about. I’ll join them.”
If, for example, sustainability is your purpose, show people you really care. Walk the talk. Use sustainable materials, donate, partner with others who have the same purpose, and make your own team of evangelists who propel sustainable ways of being. If you have a purpose, all your efforts and actions will make much more sense.
And if everything fails, you’ll always have AI.
By Adriana Luca