Adobe: Brands Need a Distinct Point of View to Stand Out

How can brands stand out in the age of AI, when every company is drawing on the same analytics and the same recommendations? The risk is that all marketing messages start to sound alike.

That's the question Adobe set out to answer in its new research report. For the study, the company surveyed 850 small business owners and solo entrepreneurs in the US, looking at how they use AI tools and how they view the importance of branding in the AI era.

According to the report, most small and midsize business (SMB) owners are already using AI tools, but nearly half said they heavily edit AI-generated content before publishing it.

There's also growing awareness — and concern — about generic, cookie-cutter advertising.

That's why Adobe is urging brands to hold on to their individuality and character.

As the report puts it: 'When everyone has access to the same digital tools, the advantage goes to businesses that bring their own taste and point of view to their branding and marketing.'

The report explains that customers choose small businesses not just for what they sell, but for who they are — which is why SMB owners pay close attention to how their brand comes across.

Specifically, the survey found: nearly three-quarters of respondents (79%) agreed that having a clear point of view isn't just good branding — it's what makes people follow a brand; one in three would rather publish nothing at all than put out content that's off-brand in tone; and more than half (56%) agreed that when everyone uses the same tools, competitive advantage shifts to whoever has the best taste.

The report notes that brand consistency and staying true to brand fundamentals are key drivers of customer engagement and growth for any SMB marketing strategy.

This comes down to branding fundamentals — understanding each business's purpose and mission. The more clearly a brand can define why it exists and what value it offers customers, the better it can carry that through into its content.

At the same time, the report notes that many SMB owners don't fully trust their own instincts — around 63% of respondents said they second-guess their design and content decisions.

Adobe recommends that brands work to craft a core mission or purpose statement to bring consistency and clarity to their content creation.

The focus should be on why a brand's products or services matter to customers. Only then can marketers think about how to convey that in their advertising.