Industry leaders reveal how they leverage AI to accelerate rebranding—while safeguarding brand integrity.

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?

Following Templafys Rebrand, 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 optimize 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

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.

At Templafy, 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

“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 organizations 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 minimizing 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. “

“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

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. Templafy adds a management layer to AI, shifting control from individual users to a centralized system — minimizing risk and ensuring every output aligns with your brand identity.

Over to the panel:

“One of the biggest trends we’re seeing from the world’s largest brands is recognizing 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.

At Templafy, we 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

Templafy’s AI Assistant: Take control of your brand

Templafy’s AI Assistant puts organizations back in the driver’s seat when it comes to AI—while still providing employees time-saving tools that make their workday better.  

Templafy adds a management layer to AI that governs AI-generated content. You’ll set the rules on how, when, and where AI is used, guaranteeing that every output aligns with your brand identity.

Book a demo today and discover how Templafy can enhance efficiency and strengthen brand management across your organization.

Book a demo