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Okay Reader - is AI kinda freaking you out like it's kinda freaking me out?
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Last week I attended the Southwest Idaho Tourism Association (SWITA) Summit in Boise and AI was a big topic of conversation. The room was full of marketers, hotel managers, restaurant owners, recreation guides, and the like - most of us focused in some way shape or form on hospitality. And there is a distinctive vibe of wariness when it comes to AI.

But there is some good news (great, even!) when it comes to making sure we aren't overtaken by robots 🤖 And you already have the secret weapon.

Now is the time to lean into YOU

We talk so much about "branding," but what the hell does that even mean? Aside from logos and colors and fonts, branding is all about your personality. And your personality is something that can't be replicated by robots - because personality is distinctly human.

That was the biggest takeaway I got from the SWITA Summit and I found it very heartening, because to be honest, I have very mixed feelings about AI!

The thing about AI is that it has a lot of amazing applications. I mean, who doesn't love that it can help you whip up a caption for a social post or give you a weekly meal plan in seconds?

And while I can totally appreciate the convenience, the reality is that at a certain point, all of the answers being generated by computers start to sound the same (even if you ask it to "sound less cringy" - and yes, I have tried that!).

What AI can never have my distinct experiences, my insight, my quirks. It can't be me and it can't be you!

Which is such a crucial concept as AI continues to evolve. It is here to stay and will likely become an even bigger part of our day-to-day. It means data input will be the new SEO. Why put your pricing on your website when you can feed it directly into AI applications? Code is going to be the new copy.

But only as it relates to computers. People still buy from people, even if they have a robot book the flight or aggregate reviews. Which means your brand personality (and your personal brand) are going to be clutch as we move further into this AI world.

So what can you do? What do you focus on first to make sure you stand out in a world of AI?

Here are 3 things I am working on to keep my brand personality at the forefront of my marketing - and you can, too!

✅ Show your face.

It doesn't have to be in every post on every webpage in every ad...but you do have to show your face now and again. People want to know the owner, they want to know the person behind the product.

✅ Pick three words.

One of the easiest ways to make sure your personality is shining through is to pick three adjectives you want to be known for. Once you have those three adjectives, work to incorporate them into your content (social posts, website, email send-offs...everything!). Any chance you have to help people see those three adjectives at work - do it!

✅ Keep emotion top of mind

Your brand is not the service you sell, the product you manufacture - it is the problem it solves. The emotion and feeling and connection your customers experience when they interact with your brand. Keep those feelings in mind (cause robots don't have them!). Make sure you are very clear on who your target market is and what their pain points are.

What do you think about AI?

Are you loving it or hating it (or somewhere in between)?

Would love your take on this crazy topic 💛

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