Tag: branding

Competing With AI to Make Presentations

AI programs (ChatGPT, Microsoft Copilot and Google’s Gemini) are ubiquitous but they can’t help you impress the people that makes a large deal move along in the right direction.

The plethora of AI solutions are out there for anyone to use, and paid services offer more value, yet the end result is the same: Automation of research and writing. It is a great leveller, also a disappointment, but still a subtle threat to your market share.

So How Do You Compete with AI to Make Good Presentations?

The Answer is: You don’t.

Don’t worry about them. Yes, AI tools are great to assist you in creating a presentation, but AI does not create. It can appear to create, it can manifest a creation process, but it is not in touch with your customers like you are.

My personal attitude is that when creating a presentation or writing a document, AI is there to help (review, add its formulaic array of ideas) but it is your inspiration and the need to evolve your message that gives you an edge.

Most people are lazy, they will throw a few inputs at an AI program, edit the responses and think they are a genius. But at some point we can recognise sloppy AI work from lazy people because the combined output is about inspiring as derisory romance novel. There is a bold intention, but the execution is limp and lacklustre.

Never forget that it is you doing the communicating, and your voice is unique and should not be swayed or edited to fit-in like the fat-average of AI output. Your bullet points may be in your style but that’s your style. Don’t go changing.

A Branding Chart

The audience aren’t branded unless you call them consumers. They are grouped however, to aid analytical study.

The biggest question of branding is ‘Who Are We Meant to Be’ is simply answered by looking at who is your Customer, and answering with ‘What They Expect’.

What a customer expects, by how a shop front, a burger wrapper or a workplace health and safety video should look, is based upon many things out of many a designer’s control. Why the look of the old-school barber shop lives on in new barber shops is a simple matter of trust, and why hairdressers may roll-out the loudest fit-out is a matter of attention grabbing. Gender preferences aside, branding is what people want (trust and attention) and what makes people inquisitive.

Branding soon becomes a creative attempt to marry what the customer expects with an artistic, tasteful, and modern design. Translating this to your business, the exact definition of what works well in your line of business, is a personal journey but the philosophy stays the same: You Are What the Customer Wants.

This determines your logo, your advertisements, your brochures and your business cards.