Rebranding is more than a visual refresh. It’s a chance to align every touchpoint with your business strategy—and sharpen the tools that will carry your brand forward. In the AI era, the potential to work faster and smarter is clear. But so is the challenge: how do we harness AI’s power without compromising brand consistency and compliance?
In this post, we gathered industry experts from Frontify, VIM Group, ERM, and Templafy to discuss how enterprises can harness AI in the rebranding process—while keeping brand integrity intact.
Watch the full webinar: Rebranding in the AI era.
Rebranding is the right time to optimise your brand toolkit
Rebranding is about setting your brand up to perform better—not just look better. It’s the perfect moment to rethink your brand toolkit, to ensure every tool drives consistency and compliance. By integrating technology in the early stages of rebranding, you can streamline workflows, boost efficiency, and align your brand with business objectives.
Here’s what the experts had to say:
“Rebranding is more than just a visual transformation—it’s about aligning the entire brand experience across all platforms. Every tool and technology involved must reflect that transformation, ensuring that the rebrand is comprehensive and aligned with your core identity.”
— Christian Lund, Co-founder & CMO, Templafy
“The most successful rebrands are those that integrate technology early. This allows you to budget for both the rollout and the necessary tech investment, ensuring smooth execution and consistent governance throughout the process.”
— Thomas Meichtry, Director, Frontify
“Rebranding isn’t just a quick fix. It’s about aligning your brand strategy with business goals. For long-term success, rebranding must be built around your business strategy. It’s not just about new visuals; it’s about communicating what your brand truly stands for, and that’s why positioning is key to any successful rebrand.”
— Tim Jager, Senior Brand Consultant, VIM Group
“Rebranding is a perfect opportunity to evaluate your brand toolkit. What tools can make your team more efficient and your brand more consistent and compliant? AI is an excellent instrument for speeding up workflows and ensuring alignment between brand strategy and business objectives.”
— Pieter Bosschaart, Client Partner Digital, VIM Group
"Rebranding is a perfect opportunity to evaluate your brand toolkit. What tools can make your team more efficient and your brand more consistent and compliant?"
Don’t expect a finished product from AI alone
The panel agreed: while AI can be a powerful tool for generating ideas, it’s not yet capable of delivering brand-specific precision. Business success hinges on knowing when to use AI—and when to rely on other technologies.
We see Gen AI as the ideal starting point for content creation—AI generates initial drafts that spark innovation. From there, we use rules-based automation to ensure brand consistency—automating guidelines and compliance to keep every piece aligned with your brand’s identity.
Over to the panel:
“AI is essentially just another tool, and it’s important to ask: is AI the right tool for the job? Many tasks in document automation don’t require AI. When it comes to brand protection, AI often lacks the consistency needed. Businesses need to carefully evaluate where AI fits into their processes.”
— Sarah Middleton, Marketing Director – Brand, ERM
“Since ChatGPT launched, AI is everywhere—but not every task is AI-friendly. At Templafy, we automate document creation by handling tedious tasks, but when it comes to branding and security, precision matters. This is where human oversight plays a crucial role. AI can optimise content, but success comes from knowing where AI fits and when human intervention is still needed.”
— Christian Lund, Co-founder & CMO, Templafy
“You rarely get a finished product with AI alone. While AI can generate individual brand assets like images and videos, they often lack brand-specific precision. Companies need custom-trained AI models that are built for their brand to ensure integrity. At Frontify, we developed a brand SDK that allows organisations to integrate their custom capabilities into their Frontify brand portal and DAM, making sure every output aligns with the company’s identity. ”
— Thomas Meichtry, Director, Frontify
Practical AI use cases in rebranding
AI’s potential goes beyond content creation. In fact, when it comes to brand compliance, it’s smarter to leverage AI for tasks that aren’t brand-heavy—like content migration and asset management. These areas allow you to enhance efficiency, while minimising risks to brand integrity.
The panel shared some applicable use cases:
“AI excels in automating practical tasks. But when it comes to more creative work, AI’s limitations become clearer. It’s best suited for enhancing functionality rather than replacing human creativity. With Templafy’s AI Assistant, you can generate text while ensuring it aligns with HR standards, making it scalable for enterprise use. ”
— Pieter Bosschaart, Client Partner Digital, VIM Group
“AI isn’t just useful for creating new content; it’s also a powerful tool for content migration. If you’re dealing with old templates or large volumes of documents, AI can help transition everything into a new portal or environment while ensuring it aligns with your new visual identity. This makes rebranding smoother, more efficient, and consistent across all brand assets.”
— Pieter Bosschaart, Client Partner Digital, VIM Group
“We’re seeing Gen AI being used effectively for image creation, such as replacing stock photos with AI-generated visuals or modifying employee photo backgrounds. While it’s gaining traction for these tasks, it’s still not ready to create full-scale ads. The focus now is on using AI for enhancing visuals, not yet for handling more complex creative work.”
— Thomas Meichtry, Director, Frontify
"AI excels in automating practical tasks. But when it comes to more creative work, AI’s limitations become clearer."
Centralize AI control for brand consistency
When it comes to branding, consistency is non-negotiable. But how do you ensure reliable, aligned outputs when users can prompt AI however they choose? That’s the challenge we’re solving.
“One of the biggest trends we’re seeing from the world’s largest brands is recognising how crucial it is to control AI prompts. Relying on 100,000 users to ask the right question introduces a lot of risks. The key is shifting control from individual users back to the company. By doing this, you ensure consistent, reliable outputs—especially for branding, where precision is non-negotiable.”
— Christian Lund, Co-founder & CMO, Templafy
Managing content distribution
One of the key challenges in rebranding is ensuring that brand-compliant content reaches the right people instantly. When new assets aren’t readily available, it’s easy for users to revert to outdated materials.
It’s important to make sure content is accessible where and when it’s needed. ERM saw the impact firsthand—after implementing Templafy, they rolled out new templates and signatures in just one day, ensuring seamless adoption of their rebrand.
“Templafy has been a game changer for us. What used to take months—rolling out rebranded templates—now happens in days. We launched new signatures and PowerPoint templates in a single day, and users didn’t have to search for anything. With brand guidelines and pre-approved content directly in the tools, everything was seamless. Our design team handles fewer requests, and consultants find what they need quickly and easily.”
— Sarah Middleton, Marketing Director – Brand, ERM
Learn more in our webinar ‘Rebranding in the AI Era: Balancing Innovation and Brand Protection’
Are you prepared to elevate your brand to new heights? Whether you’re exploring a brand refresh, planning a comprehensive rebrand, or seeking to understand how the right technology can enhance your brand’s success, this discussion will provide you with the knowledge and technology resources needed for success.
Join Frontify, VIM Group, ERM and Templafy as we explore how technology can help accelerate outcomes and keep your brand fresh.
Watch the full webinar: Rebranding in the AI era
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