How do brands stand out in the age of artificial intelligence, when all businesses have access to the same insights and recommendations, meaning they all run the risk of making every marketing pitch sound the same?
That’s the core question Adobe sought to address with its new research report, for which the company interviewed 850 small business owners and solopreneurs in the U.S. to get an understanding of how they are using AI tools and how they view the importance of branding in the AI age.
The report found that most SMBs are using AI tools, although almost half of SMB owners said they heavily edit AI-assisted content before publishing.
There’s also a rising awareness and concern about generic promotions.
That’s why Adobe has recommended that brands stick to their own individuality and personality.
As per the report: “When everyone has access to the same digital tools, the edge goes to businesses that apply their taste and point of view to their branding and marketing.”
The report explained that customers choose small businesses for who they are, not just what they sell, and SMB owners are especially conscious of how their brand is perceived.
- Nearly four-fifth (79%) of SMBs agreed that having a clear point of view isn't just good branding; it's what makes people follow them.
- About 1 in 3 would rather post nothing than publish something that doesn't sound like them.
- More than half (56%) agreed that when everyone has access to the same tools, the competitive edge goes to whoever has the best taste.
The report suggests that brand consistency and adherence to a brand’s foundation is a critically important engagement and growth element for any SMB marketing approach.
That relates to branding fundamentals and understanding what the purpose and mission of each business is. The more a brand can establish its core reason for existence and its value to customers, the better it can imbue this into its content.
Yet, the report also suggests that many SMBs don’t trust their instincts. Around 63% of respondents said they second-guess their design and content decisions.
Adobe recommended that brands work to establish a core mission or purpose statement in order to ensure consistency and clarity in any content creation approach.
The main focus should be why a brand’s products or services are important to customers. Then marketers can think about how that can be communicated in their promotions.
