3 Tips to Build Your Brand in the Age of AI

Artificial intelligence (AI) is reshaping the marketing world, dramatically transforming traditional strategies and creating new ways for brands to connect with their audience. In the past, businesses relied on keyword-stuffed blog posts to increase search engine visibility, but today, AI can generate this type of content with ease. This is causing a shift in the digital marketing landscape. Push marketing is being replaced by pull marketing, where the focus is on building a brand that resonates with and attracts your audience.

Here are three practical tips to help navigate this evolving landscape and strengthen your brand’s online presence.

1. Rethink Content Delivery

The way content is delivered is more important than ever before. Traditionally, websites have focused on visually pleasing design and SEO-friendly copy to attract visitors. However, grabbing and holding a customer's attention is becoming increasingly difficult in the crowded digital space. SEO copy alone is no longer enough.

Instead, consider incorporating video content directly on your homepage. Video allows you to engage customers more effectively by conveying your brand message quickly and in a format that modern audiences prefer. Whether it’s an introductory video or a product explainer, video content helps create a more dynamic and engaging user experience.

One underutilized tool in building trust and authority is video testimonials. While written testimonials are still valuable, video testimonials take things to the next level. They give potential customers a more personal and authentic insight into your brand’s excellence through the words of satisfied clients.

If your clients are camera shy, no problem. You can encourage them to record video testimonials on their smartphones. Later, these clips can be polished with additional elements like on-screen text or b-roll footage of your team at work, resulting in a professional yet authentic testimonial that builds credibility and trust.

2. Build Your Brand on YouTube

As consumer habits shift, platforms like YouTube and TikTok are becoming search engines in their own right. For younger generations, YouTube isn't just a video platform—it's a place to seek out tutorials, solutions, and answers to common problems.

Many successful brands have harnessed the power of YouTube to build their online presence. It’s no longer just about showcasing products; it’s about creating valuable content that addresses customer pain points, builds trust, and offers solutions. Just like businesses once relied on blogs to build authenticity, today, YouTube plays that role for video content.

Think of YouTube as the modern blog. Consistently delivering valuable content here can significantly contribute to your brand’s growth and recognition. Your audience is more likely to engage with videos that resonate with their needs, and over time, this engagement translates into greater brand loyalty.

3. Repurpose Content for Social Media

Content repurposing is a powerful strategy that allows you to maximize the impact of your content across different platforms. Each social media platform has its own format and audience preferences. Understanding these nuances can help you tailor your content to better suit each platform and increase its reach.

For example, carousel posts perform well on Instagram, while text-based posts tend to do better on LinkedIn. Once you’ve created a long-form piece of content, such as a video, consider breaking it down into smaller, more digestible pieces that can be shared across various platforms.

Pro tip: When creating video content, be sure to add captions or subtitles. Many users scroll through their feeds with the sound off, and captions make your content more accessible, ensuring your message gets across even when the sound is muted.

Conclusion

Building a brand in today’s AI-driven digital landscape requires time, effort, and a willingness to adapt to changing trends. By rethinking content delivery, leveraging platforms like YouTube, and repurposing content for different social media channels, you can create a strong, authentic brand that resonates with your audience.

Success doesn’t happen overnight, but with consistent, valuable content and a focus on engaging your audience, your brand will flourish over time. Start small, observe what works, and keep refining your approach based on feedback and trends.