James Higgs, Head of Creative at Rev.01 Studio, shares his thoughts on authentic branding. 

Now that AI tools can design logos, write taglines, and even craft marketing strategies in minutes, you might wonder: is there still a need for the human touch in branding?

As the Head of Creative at a branding and digital content studio, my answer is an emphatic yes! Let me explain why relying solely on AI is a mistake, how AI can be successfully incorporated into creative work, and why the human touch remains key to standing out from your competition and winning customers.

The rise of platforms like ChatGPT and MidJourney has been revolutionary. For those unfamiliar, ChatGPT is an advanced AI assistant that can generate ideas, draft content, and solve problems, while MidJourney transforms text descriptions into artwork. Both are impressive tools, but neither are infallible. Tools, after all, are only as effective as the people using them.

Yes, AI can generate a logo or campaign concept in seconds—but can it create a brand with emotional depth and authenticity? 

Branding is far more than aesthetics. It’s about creating something that aligns public perception with your company’s values, goals, and story. This emotional connection fosters loyalty and buy-in from customers and staff alike. Achieving this requires strategy: understanding your market, identifying what sets you apart, and defining your audience. These foundations guide the creation of a cohesive narrative and visual identity that reflect your brand’s essence.

AI can assist with aspects of branding, like brainstorming or refining ideas, but it lacks the human creativity and strategic thinking needed to craft a brand that feels real and relatable. People are more sceptical than ever, and authenticity is critical. AI-generated content often fails the test, with audiences quick to notice when something feels off or lacks flow. A recent campaign on the London Underground, for example, became memorable for all the wrong reasons because of AI-generated artwork. Instead of the brand being the focus, people only talked about the odd visuals.

Audiences crave reality—something crafted by humans, rather than hollow messages from a machine. Authenticity comes from understanding your brand deeply and telling a story that connects emotionally. While AI tools can produce logos or taglines quickly, they can’t replicate your journey, audience insights, or vision.

That’s not to say AI doesn’t have a role. At our studio, we use AI to enhance our work, not replace human expertise. It’s transformed tasks like brainstorming and managing workflows, and it’s great for overcoming creative roadblocks. But the final touches—the strategy, storytelling, and connection—always come from a human perspective and utilising human insights. That balance is where the magic happens and where your brand can truly thrive.

Rather than fearing AI, we should embrace it as a way to enhance our work. But relying solely on AI risks losing the soul of your brand.

This is where working with a branding agency becomes invaluable. A great agency will work with their client to get to the root of their business and discover what inspires them. They will combine strategic expertise and creativity, as well as tools like AI, to build a brand that doesn’t just look good—it resonates, inspires trust, and delivers meaningful results.

The truth about AI is that it isn’t actually artificial intelligence at all. It is a programme that can harvest information and parse meaning from it. It’s incredibly useful, but it can’t create something new, or delve into the truth of a brand, creating a story and identity that inspires people and engenders loyalty. For that, human touch and genuine inspiration are necessary components of success. 

If you would like to find out more about Rev.01 team, please visit the rev.01 website.