Zlatina Petrova , founder and CEO of Brandly Collective , tells how one can be unique and distinctive in the age of oversupply
You run Brandly Digital, an integrated digital experience studio. What sets you apart from other marketing agencies? What has changed in your work since you were a classic brand agency?
One of the main advantages of Brandly is its diverse international team with many years of experience in branding, UX/UI design and digital communications. The main change that has happened to us since we were a classical studio is that we have become more curious.
On the one hand, to new technologies and changing practices, but also to the discovery of new opportunities for the success of our clients. Over the past few years, we have been able to enrich our experience and portfolio working with Fortune 500 technology companies, global corporations, startups, famous fashion brands and local businesses. We even “flew” into space with an AI platform for accessing satellite data under the international space program “Copernicus”.
Together with my partner Nelio de Barros, we are extremely proud of the attitude we have towards the projects we work on. We always take every task as our own and put in maximum efforts to achieve optimal results. We understand the delicate balance between the potential of artificial intelligence and human expectations and capabilities.
How does the company combine traditional branding principles with cutting edge techniques in digital design? What qualities does a successful branding agency have?
We like to experiment and combine different approaches according to the requirements and needs of each project, so that its individuality stands out. A successful branding agency must possess strategic thinking first and foremost to be able to understand business goals well and build a branding and digital product (mobile app or software) development strategy.
There must also be creativity, which includes not only inventing and creating an interesting, creative product, but also the aspect of creativity that encompasses the ability to solve problems. And one very important thing that is often missed is to have cultural sensitivity – to understand and respect cultural differences, something that is especially key when working with global brands, some of which operate in markets such as the Middle East. Of course, last but not least – a successful branding agency must be able to demonstrate solid experience, have the necessary expertise and be able to meet any challenge with childlike curiosity.
Has AI become an equal member of your creative team? How does he deal with ideas, understand them, develop them? At what stage of completion are the creative products you offer?
No. AI is a multiplier, just like a bicycle. It allows us to work faster and more efficiently, allowing us to focus on the important things at work, such as more accurate business and market analyses, better understanding of target audiences and user profiles. The creation of digital products with artificial intelligence is part of the services we offer to our clients, and there the approach is different.
Nelio likes to say that there are three ways in which artificial intelligence can be applied:
- Design for artificial intelligence, when people create intuitive interfaces, user experiences, and digital products that integrate artificial intelligence to improve functionality.
- Design with artificial intelligence, which means a collaborative effort where humans and artificial intelligence “collaborate” in generating ideas, making decisions using the guidance that artificial intelligence provides.
- Design by artificial intelligence, which includes the autonomous creation of designs by artificial intelligence – such as visions, structural elements, web pages according to predefined criteria.
For us at Brandly Digital, our work is the intersection of empathy and technology, and at its core, our innovative approach focuses on design for artificial intelligence.
How do messages on the Internet change which ones the user believes?
In the new era driven by short and quick-to-consume content (as in TikTok), we are seeing a global transition from more robust messages and beautiful, detailed designs to more natural and casual messages.
Let’s not forget that artificial intelligence is getting “smarter” every day. It becomes increasingly difficult for the user to understand what is reality and what is not, which person is real and which is generated by AI.
And this is where the power of authentic and casual messages comes in – they remain the main criteria for reality, and that’s why we see greater trust in them on the part of consumers.
How can one be unique and distinctive in an age of oversupply?
With a unique value proposition that clearly distinguishes the brand from other brands on the market. With intriguing storytelling of the brand, with which the audience can identify on an emotional level. With a high level of innovation – brands that integrate advanced new technologies, such as artificial intelligence, immediately make an impression.
With an extremely high level of customer experiences with every touch point with the brand – customer experience with the product or service itself, social networks, customer service center, etc. And last but not least – with sustainability and social responsibility of the company. Because these days we don’t just buy products and services. We buy experiences, mission and values.
Can there be a team of talents? Is this what your team is like and how do you build it? How do you keep creative energy and is creative longevity possible in digital marketing?
Of course, Nelio and I are proud that our team is exactly like that. They are more than a group of people looking in one business direction. For us, these are people who share our values, have chosen Brandly Digital as a place to develop their capacity, and are ready to share our vision and dream. And that is a big responsibility. The right approach to preserve creative energy is the creation of a calm and favorable work environment, the investment in the personal development, growth and contribution of everyone. Our vision does not only include creating innovative digital products. We want Brandly to become the most desirable place to work for creative talent to thrive.
What is the company’s vision for the future and what new challenges or opportunities do you see ahead?
We strive to fully embrace new technologies and contribute to the enrichment of the creative industry through their application. Therefore, we see a future in which artificial intelligence and classic branding merge to create more transformative user experiences and increasingly “human” brands. Our goal is to improve the way people interact with digital products and brands, making them more intuitive, personalized and meaningful. In the long term, we aim to be the vanguard of this new era where every brand we work with not only adapts to the dynamic environment with ease, but also thrives. Because success for others automatically means success for us too!
Original article: forbesbulgaria.com
