If you’re in technology or product you’re probably feeling this right now.

You’re crafting a state-of-the-art AI tool. It’s sleek, efficient, and just brimming with potential. You’re ready to launch and revolutionise the market. But as you look around, you find a sea of competitors, each touting their own groundbreaking AI. The reality hits—building a great product is no longer enough (if it has ever been). It’s the brand that will amplify your AI’s voice above the din.

With plummeting AI costs and low-code platforms making it a breeze to push products out the door, the real battle now is catching—and keeping—the consumer’s eye. Just look at the noise in the LLM (large language model) space – even OpenAI can’t keep up with OpenAI – with new releases, improvements and iterations being shipped constantly. Then factor in Google Gemini, Anthropic from Amazon, Microsoft’s CoPilot, Midjourney, Runway – it feels like we’re all fighting for oxygen in an over-crowded room.

Right now, we’re also seeing marketing shift focus away from performance back towards brand. Some clients are reporting solid gains and improvements across a range of metrics. So there are external forces and trends all converging, giving us all pause for thought.
But the truth is, when looking for strategic advantage, a brand that resonates can turn the tides in your favour. That’s where the power law of branding comes into play.

The power law is a mathematical principle often found in the natural and social sciences, suggesting that a small number of occurrences have outsized effects. Apply that to branding, and you’ve got a potent strategy:

a handful of strong, consistent brand elements can elevate your product from one in a million to THE one in a million.

Now, you might be thinking, “Sure, but what does that actually look like?” When you wake up to check your phone in the morning, what apps do you open? Which logos and icons catch your eye? These brands have nailed the power law. They’ve distilled their essence into a distinctive mix of colors, shapes, and words that stick.

So, how do you harness this for your AI? First, clarity is king. In a world where AI is no longer niche but a staple, your brand must quickly communicate what you stand for and why someone should care. Deeply aligning your values, purpose and brand brings humanity to technology – and this distinctiveness is a point of difference that is often overlooked in technology branding. Ask yourself, “How does our AI create positive impact? Do we supercharge productivity? Do we ease stress, save money, address climate change?” Whichever it is, make it crystal clear.

This is where we tie in emotion. AI might be all about algorithms and neural networks, but at the end of the day, your users are human. They’re drawn to stories, to brands that stir something within them. So, infuse your brand with a narrative that connects. Maybe your AI is the underdog hero, or perhaps it’s the wise sage. Give your audience a story they can root for, and they’ll stick by you.

Next, consistency is your secret weapon. Every touchpoint, from your website to your customer service, should sing the same tune. Brand and message consistency creates a compounding effect, embedding your brand into the collective consciousness. When someone thinks AI, they should think of your brand—not because you’re the only player, but because you’re the most memorable.

Of course, it’s not just about what you say; it’s about how you say it. Your brand’s voice should strike the perfect chord between professional and relatable. Use language that’s accessible, sure, but don’t be afraid to show some personality. After all, if you’re asking people to engage with your AI, your brand should first show it’s ready to engage with them. Importantly, don’t use AI to generate your key messages – you’ll find you sound like all the other AIs out there. In an age of repeatability, distinctiveness is an act of defiance.

A strong brand also adapts without losing its essence. As your audience and platform grows and the market evolves, so too should your branding—but always anchored to your core identity. It’s a delicate dance, but when done right, it can propel your brand into new realms of recognition and loyalty.

Remember, in the AI game, it’s not just about being the smartest in the room. It’s about being the one people remember, the one they come back to. Leverage the power law of branding, and you’ll find that sweet spot where your AI doesn’t just enter the market—it makes it.