• AI is a digital medium; it generates images for the screen, and it can be a major limitation in reproduction in the physical world and across various media, including signage and corporate materials. • When you use AI, there is no designer relationship to support future brand evolution. If there is a new use case, working with AI may actually increase time reeducating the application to have a starting point. YOUR BRAND SHOULD INTENTIONALLY REFLECT WHO YOU ARE • AI doesn’t inherently take into consideration involvement or the impact you’ve made in the communities you serve. • Your plans for strategic growth, along with your institution’s history, purpose, culture, and long-term vision and mission, may not be meaningfully incorporated. • AI lacks market awareness and intelligence, with no knowledge of your competitive landscape or target audience, unless it is “fed” the appropriate data. YOUR BRAND SHOULD “LOOK” LIKE YOU • Brands assembled by AI can seem “templated” or visibly “AI-generated,” often lacking uniqueness and originality due to creating images off of existing examples. • Because there can be limited customization using AI, outputs are often fixed, with little ability to refine key elements without drastically changing the result. • AI delivers colors, shapes and styles randomly and without strategic intent. In other words, it is likely another professional would be needed to ensure the best outcome. • AI is limited in its ability to test your new brand and evaluate its effectiveness through research in focus groups or customer perception studies. A Q&A form is feasible, but there could be cases where the consumers or businesses answer based on “feeling” over facts, which will skew survey results. YOU SHOULD BE ABLE TO FULLY MANAGE YOUR MESSAGING • You should be able to explain your brand, including what your logo represents and why it was developed. • If your logo isn’t created considering the who, what or why that encompasses the rest of your brand, there will always be a disconnect with your overall messaging. • AI tends to lack the ability to craft visuals that connect emotionally with customers. Despite these limitations, AI can still play a role in some stages of branding. AI tools can be useful in market research or in collecting and compiling data. It may help compile information to make determinations, but it should not be the end-run solution. THE PROVEN APPROACH: BUILDING YOUR BRAND WITH PURPOSE Collaborating directly with experienced creative staff at a design-build firm or an ad agency and adopting the proven and more traditional method of branding remains the gold standard for financial institutions. A skilled designer brings more than visual talent. They bring an understanding of the overall environment, including your institution, your community, your competitors, your target market and your long-term goals. They ask the right questions, challenge your assumptions, listen to your customer service experiences and translate your story into a meaningful visual identity. They typically have a set process for brand design, and they should have a substantial design portfolio to share, with experience in financial services. Your designer will spend time with you collecting critical data; they will do their best to understand your audience, clarify your value proposition, and develop messaging and visuals that consistently communicate your identity. Customization is critical in this process because no two organizations are the same. A tailored brand reflects the unique strengths, culture and goals of your financial institution, allowing it to stand out in a crowded marketplace. Without customization, brands risk appearing generic or interchangeable, which can weaken trust and limit connection with their audience. A thoughtful, distinct approach ensures authenticity, differentiation and long-term relevance. FINDING THE RIGHT DESIGN PROFESSIONAL: LOOK FOR A DEFINED PROCESS Your designer should understand all of this, and they should be able to explain their branding process in detail. Look for designers who value a strategic, research-driven process; one that welcomes competitive research and valuable data that may be available about your marketplace. They should have good listening skills and be able to consider input from various leadership sources. They must be flexible, using creative tools like brainstorming, mood boards, thumbnails and sketches to get their point across. They should have a strong portfolio of brand development work, preferably in financial services. If you are building a new facility or retrofitting your existing branch network, it is wise to consider a designer who understands the impact of a brand in the future space. Remember, a foundational principle of great brand and logo design is simplicity and versatility; a strong logo should work in black and white, scale across all sizes and remain recognizable in any context. While more involved, this process ensures alignment across your institution and 16 WEST VIRGINIA BANKER
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