Would you be willing to let artificial intelligence control your personal brand? I hope not.

ChatGPT: Can you help me with everything related to my business? I'd like you to come up with a name, and brand strategy and build a website. While you're at it, create all the brand assets. ChatGPT, please do this for me because I don't have a clue how to do it or the time to think about it.

Don't tell me that this is your approach.

Let's turn up the dial on this concept. What if 95% of people did this for their brand and business? We would live in a world of dull, lifeless assets with little differentiation.

Being human matters.

Making intentional decisions matters.

We are living in the age of AI, though. I see much too often how proud creators are of their ability to create exclusively with AI. Generated AI assets made in one minute. Then, complete the brand strategy with printed assets at the next minute. This is not the way. To create a strong culture, engage with customers, and add value to stay relevant. Otherwise, your brand will need a soul and won't have a compelling story.

I get it. Branding takes time. It takes money. Building a brand with a soul takes thought. You have work to do even if you elicit help through an agency or designer.

Do the work.

You are one of a kind. Your brand should reflect this uniqueness.

You made it this far, so let's explore how to build brand assets that matter.

To show how to insert your story into a brand, we are going to explore how the Nick Sims brand icon came to be:

• CAPTURE your story into easy-to-describe statements and traits
• DECIDE on your brand colors, style of typography
• SELECT logos, favorite brands, and archetypes that suit you
• CHOOSE a designer that will turn your story into your brand

The journey to build your icon and logo can be an essential step for your brand. Make it count rather than letting it happen.

Let's jump into the making of Nick Sims icon to explore this example come to life:

Step 01: CAPTURE your story into easy-to-describe statements and traits

A great icon or logo that has a soul hinges on the story it came from. It's paramount that you distill your story down into a simple statement. In a few words, sum up your essence.

I've taken a million personality tests, which give me lots of material to summarize adjectives. Recently, I chose a few trusted people on my board of directors to gift me 3-5 words describing me.

Some words are Passionate, Creative, Design, Thoughtful, Dedicated, Strong, and Family Man.

How you see yourself vs. how the world perceives you is helpful feedback. Gather your input to narrow down your essence. Ensure that what you capture resonates when they are combined.

Step 02: DECIDE on your brand colors, style, and typography

Colors, typography, combinations, and kerning evoke emotion in design. My soul cringes when I see contrast mishaps or colors that do not pair well.

If you need an eye for design, seek help before making a wrong move.

At this stage, what you choose is not final. It does help to select a primary and complementary color. Additionally, pair the appropriate typography that you believe fits your style. Explore this color feeling wheel for inspiration.

Source: BedTracks

Let's take the Nick Sims brand as an example. The words that describe me go well with colors that match my style.

My primary and secondary colors are black and white. I focused on NSIMS, LLC's brand and chose a green palette representing intelligence and balance.

Having spent time as a logo and web designer, I have a solid base. Throughout the years, I've had many opportunities to work with top agencies like AKQA, Huge, and Wieden+Kennedy. I know the power of design. Pay attention to this step.

Learn more about different combinations.

Step 03: SELECT logos, favorite brands, and archetypes that suit you

You are building a solid foundation to share assets with a designer. Take this last step to be ready for the power move.

Your preferences signal to a designer what resonates with your brand. Start by looking at the following three spaces for inspiration:

1. LOGOS: Save 5-10 logos that you love. Jot down one sentence on why the logo resonates or how it makes you feel.
2. BRAND FAVS: Note what's in your closet, your office, and where you spend your money. Jot down those favorite brands.
3. ARCHETYPES: Your favorite brands fit into an archetype. Note where you think they land, and also pick what 1-2 align with your style. Melissa Bolton has a great guide on archetypes, which may be interesting.

Step 04: CHOOSE a designer that will turn your story into your brand

With these assets at your disposal, you are ready to find a designer to create your icon and logo.

There are so many directions you can take when choosing a designer. I suggest exploring previous designs to work with a specific person. Another route is to examine or host a design contest to land a winning logo design.

Let's explore the Nick Sims icon and what made it unique for our example.

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Hidden Meanings Behind the Nick Sims Icon

• Symmetry was a core requirement
• If you roll the design forward or backward, it remains consistent. Similar to another logo I admire: SONOS
• The rounded edges contrast with my outward style, which is typically sharp; the icon pays tribute to the direction in which I'm headed.
• The roundness of the design also seeks a fluid movement of forward motion that you see in a circle.
• The rolling forward motion hints toward "Never Stop" progress
• NS #1: Never Stop
• NS #2: Nick Sims
• NS #3: Nick & Steph (my wife)
• Never Stop hints at my life throughline Bible verse: Philippians 3:16
• Never Stop is the guiding principle of my vision and mission.
• Never Stop represents the love I have for my wife and our marriage.
• The intertwining of the letter N & S represent our relationship
• And finally, when you rearrange the elements, you can create a heart that hints at my passion for what I do.

So there you have it. I hope you are convinced you should not let artificial intelligence blindly create your icon, logo, and brand. May it assist? Sure. I expect you to tell your story because you are unique and worthy of the thoughtfulness it may take.

The Pro Tip: Get feedback on the top 3 designs you're leaning toward. Only make a final decision with a few trusted advisors guiding you.

Your Homework: Stop wherever you are right now and make note of the brands you are wearing, holding, driving, using, etc. Add them to your list for this exercise.

TL:DR;

• CAPTURE your story into easy-to-describe statements and traits
• DECIDE on your brand colors, style of typography
• SELECT logos, favorite brands, and archetypes that suit you
• CHOOSE a designer that will turn your story into your brand

Until next Saturday, be well this week.