AI is a fantastic assistant. It can brainstorm, iterate, and provide you with 20 versions of a design in the time it takes to pick a Spotify playlist. However, AI doesn’t grasp brand strategy, human emotion, or the nuances that contribute to great design.

A quick guide to naming, breaking the rules, and building a brand with personality.

How to know if it’s time to refresh—or rebuild—your brand from the ground up.