Boosting Brand Impact–AI in Marketing: Smart Strategies for Staying on Brand
Artificial intelligence is already part of your daily life, whether you’re using autocorrect, searching Google, or filtering emails. In marketing, AI can be a helpful tool for brainstorming, refining ideas, and enhancing content. Here are some tips to use AI effectively while staying true to DeSales’ brand.
Smart Strategies for Using AI in Marketing
- Use AI for idea generation and refinements, but ensure final content reflects human discretion and aligns with our brand guidelines.
- Avoid using AI to create unique representations of DeSales’ branded assets (logos, campus imagery, Frankie the Bulldog, etc.).
- AI can assist with minor image edits, but our visual identity should remain distinctly DeSales.
- Many AI-powered tools, such as Microsoft Copilot, ChatGPT, Google Gemini, and Amazon Anthropic/Claude, can help with brainstorming, refining content, and improving efficiency. Experiment with them to find what works best for you.
- Avoid using DeepSeek and other non-U.S. based companies, due to security concerns.
- Protect sensitive information. Never input private or proprietary University, student, or employee data into AI tools. Avoid mentioning “DeSales University” in prompts to prevent unintended associations with AI-generated content.
Things to Keep in Mind
- AI isn’t always accurate so it’s important to fact-check.
- Final content should reflect DeSales’ values and brand.
- AI-generated content can sometimes feel impersonal. Keep messaging warm, engaging, and authentic and true to our brand’s tone and voice.
AI will play an important role in DeSales University’s new strategic plan, shaping how we innovate and grow as an institution. If you’re curious to learn more about AI, keep an eye out for details on the upcoming AI Teach-In this April.
Questions? carolyn.steigleman@desales.edu