A typo, a missing disclaimer, or a misplaced logo, can put a big question mark on a brand’s credibility, or worse, land them in legal soup! That’s how important brand compliance is. Building and nurturing a brand and its identity is a laborious process that unfolds over the years. Consider, for instance, two of the most coveted luxury designer brands: Gucci and Louis Vuitton. These high-end labels command prices that reflect their exceptional quality, craftsmanship, and unique fashion sensibility. However, it’s their meticulously crafted brand identities that set them apart. Owning products from these brands not only signifies a taste for luxury but also places individuals within an elite circle.
For these companies and many others, creating and maintaining a brand identity is a painstaking endeavor. A single misstep, like a misaligned Gucci “G” or an incorrect Louis Vuitton font, could potentially tarnish the brand’s reputation.
Beyond maintaining the brand’s reputation, brand compliance can have legal and financial ramifications.
In a humorous advertisement, PepsiCo promised a Harrier Jet in exchange of collecting points by drinking more Pepsi. A student took the offer seriously and demanded his jet, leading to a lawsuit that prompted them to add a “just kidding” disclaimer.
Brand compliance is
Generative AI is here to stay! A Mckinsey Report lists 63 generative AI use cases spanning 16 business functions that could deliver total value in the range of $2.6 trillion to $4.4 trillion in economic benefits annually when applied across industries. Brands are increasingly harnessing the power of generative AI to create greater volumes of stunning visuals and engaging copy for ads, blogs, and other assets, all in mere seconds. With such AI-powered advancements in content production, many enterprises still face challenges with a major aspect of branding – ensuring brand compliance of thousands of visual content without burning dollars and hours in the process. Much of brand governance continues to remain largely manual and repetitive, with teams spending hundreds of human-hours scrutinizing each creative to meet numerous brand rules. The question is: should brands stick with these legacy processes or embrace AI to make this cumbersome process a breeze? Well, the choice is obvious.
Brand compliance is an indispensable part of visual communication, given the importance of ensuring brand safety and consistent customer experience. The biggest challenge lies in the volumes of content large enterprises churn out regularly for marketing campaigns. And at every stage of the creative operations, right from ideation to creation and execution, brand compliance needs to be integrated into the process to maintain consistency. .
However, ensuring brand compliance of creatives at scale isn’t a walk in the park. To begin with, the entire process of creating visuals is more or less fragmented, with marketers sharing their brief about the creatives, designers creating visuals, copywriters sharing the content, campaign managers overlooking the entire process. Depending on the scale and requirements, more teams may be involved as well. This entire process of creative production is decentralized for most brands, turning brand compliance into a nightmare of endless review loops and approval processes.
So, where does generative AI fit into this equation?
AI-powered brand compliance can automate the entire process of compliance checks, saving countless hours of staring at screens to determine if fonts, colors, and other elements are brand compliant. With an AI-powered CreativeOps partner that manages their end-to-end creative operations, brands can easily automate brand compliance in their creative process, without any need for manual intervention. To begin with, the brand’s custom-made Language Learning Model (LLM) is trained with specific brand rules. And when it intercepts a creative, it breaks it down into multiple layers and runs each of those layers against the brand rules on which it has been trained.
There are two ways in which this happens: once creatives are uploaded onto the CreativeOps platform, image recognition/computer vision technology is used to de-layer the creative. These layers are then mapped against the rules on which the model is trained. The LLM model then scans the visuals, and if it detects any digression from the brand rules, it flags them down and alerts teams instantly.
The other way to make AI-powered brand compliance work is to integrate it with the creative production process itself. Instead of running a compliance check after creating visuals, make it part of the digital canvas on which the designer works: offer on-canvas design recommendations while visuals are being created and give real-time alerts whenever a designer deviates from the brand guidelines. For example, a designer could be prompted to check for gender diversity if, say, their design displays only male human models.
This is just the tip of the iceberg. The scope of AI-powered brand compliance can expand even further. For example, AI algorithms can analyze and compare visual content across platforms to identify unauthorized use of a brand’s images or logos and detect brand infringement.
Every day, new AI tools flood the market. However, for enterprises, an off-the-shelf AI solution may not be the perfect fit to solve their content generation and brand compliance woes. Why? To begin with, brands may be cautious about sharing confidential information on open-source AI platforms., considering these platforms generally use inputs from multiple users to train the model further. Enterprises might be wary of a possible data breach, or breaking brand consistency and safety.
Beyond safety, AI tools, however advanced, do not cater to the unique needs of each brand. Different industries need creatives for different reasons. A food and beverage company may need creatives for its brand awareness campaign while an eCommerce platform may require creatives for its performance marketing campaigns. For both of these requirements, the benchmark for good creatives will be different. The kind of visuals that work for a brand awareness campaign may not yield the same results if it was part of a performance marketing campaign. So is there a way for brands to customize AI solutions as per their requirements?
Here’s where leveraging an AI-powered CreativeOps platform like Rocketium can change the game. Rocketium allows designers and other stakeholders to remain brand compliant throughout the process of making a creative without requiring long feedback loops. To begin with, designers have access to a brand toolkit integrated into their creative production. This contains brand-approved creative assets, color, palette and fonts.
Secondly, they can set their brand rules on the platform, ranging from basic aspects like logo placement to more nuanced rules like DEI (Diversity, Equity, Inclusion) guidelines. Once the rules are set, Rocketium’s AI-powered brand compliance model will assess the creatives based on these rules, and flag down non-compliant elements.
Brands can also set certain non-negotiable compliance rules and in the case of violation, designers will not be allowed to publish the creative in question without resolving the related compliance issues. Adding on to that, Rocketium’s AI-driven brand compliance also adds a layer of intelligence to meet industry benchmarks, ensuring not just on-brand but also high-quality creatives. Rocketium’s generative AI model can be trained with the data of the industry in which the brand operates, allowing it to give recommendations on the kind of creatives that work best for the brand.
Additionally, Rocketium’s AI-powered brand compliance model provides a “creative score” which helps brands assess the quality of visuals created. The score is assessed based on two parameters: compliance to brand rules, and quality that meets industry benchmarks. Stakeholders can review the score and address the flagged issues based on severity to get not just brand-compliant, but best-in-industry visuals in no time.
Some of the leading enterprises including Infosys, Amazon, Jumia, and more have already adopted Rocketium’s AI-based brand compliance to turn this lengthy, cumbersome process into a matter of a few clicks.
So are you ready to own the AI-made future? Get in touch with us at firstname.lastname@example.org.