Let’s be real – we’re drowning in AI-generated content these days. It’s everywhere! And most of the time we cannot even tell. This got me thinking about what actually makes a brand stick with people. I think it comes down to something computers just can’t fake: genuine kindness. Let me elaborate.
When we build brands that actually care, we tap into something special. It’s not just about being nice (though that matters too) or sounding/looking nice. It’s about creating something that feels authentically human in a world that’s increasingly… well, not.
Think about the brands and experiences you actually love. Chances are they’ve made you feel seen in some way. Maybe they responded to your complaint with actual empathy instead of a canned response. Maybe they created something that solved a real problem in your life. Or maybe their messaging just gets you in a way that feels almost spooky. Kind brands are like those concerts that you just cannot erase from your memory.
Kindness manifests in countless ways through branding. It’s sustainable practices that protect our planet. It’s treating workers fairly. It’s designing inclusively for everyone. It’s taking responsibility for mistakes instead of hiding behind corporate jargon. These actions matter because they acknowledge our shared humanity.
Human creativity shines brightest when it springs from genuine care rather than manipulation. We grasp emotional nuances in ways AI cannot. We can interpret subtle cues, understand unspoken needs, and create heartfelt solutions. While algorithms excel at data processing, they lack the compassion and intuition that spark true innovation.
In everyday terms, this means:
- Creating stories that respect your audience instead of playing on their fears
- Making stuff that actually improves lives, not just drives people to buy more
- Building community around real values, not fake urgency
- Actually listening to feedback (and I mean really listening)
The funny thing is, in our rush to embrace technology, we might have overlooked our best competitive advantage: simply being human. As AI content becomes ubiquitous, the brands that stand out will be the ones that feel real—a little messy, totally authentic, and genuinely kind. As Rick Rubin says, creativity is a practice, not a product. If you see your brand merely as an outcome rather than a continuous process, you’ll likely miss your opportunity to truly stand out. Big ideas come from experiencing the world, not from sitting behind a screen. The best way to build a great brand is to see what others don’t.
Don’t get me wrong—I’m not saying ditch AI completely. It’s a great tool! But it works best when we use it as a complement, not as the source of our brand DNA and ideas. Use it to handle the boring stuff while freeing up your time to do what you do best: connect with others in meaningful ways.
In a world where anyone can generate content with a few keystrokes, how we make people feel is the real differentiator. And kindness isn’t just the human approach to branding—it might actually be the smartest one too.
